PUMA Opens New Creative Hub ‘Studio48’ At Its HQ In Germany
PUMA has opened Studio48, a new creative hub at its headquarters in Herzogenaurach, Germany, designed to bring its designers and creatives together to freely develop new ideas and create concepts for performance and sportstyle products as well as campaigns. The studio is part of the company’s strategy to create sustainable growth and elevate the brand.
Spanning more than 500 square metres (5,300 square feet), Studio48 features a 3D printing facility, leather and textile sewing machines, a setup for printing and embroidering, a product testing area, a photo studio, and a meeting space to connect designers across different departments and welcome external creatives. The space is intended to enhance the excellence of PUMA’s designs and elevate the brand by integrating sports performance credibility with a unique design language.
PUMA’s Vice President of Creative Direction & Innovation, Heiko Desens, stated: “With the new Studio48, we are creating a significant tool to enhance the excellence of our designs and elevate the brand. This space will allow our designers to brainstorm together, exchange best practices, and experience new materials in a hands-on way.” He added, “While many of our products are created digitally, Studio48 will be a space for a different kind of creativity.”
Studio48 will be available year-round for PUMA’s designers and creatives, but it will also play a key role when hosting external partners or bringing PUMA’s global design community together for workshops and events. For the opening event in December, PUMA hosted a workshop with US-based upcycler Nicole McLaughlin, who shared her vision on circularity. The event was attended by PUMA designers from various product categories across multiple worldwide locations.
Earlier this year, PUMA also announced the opening of a creative space in Hollywood, Los Angeles, to inspire products and campaigns for the strategically important US market.
