Sports group Puma has opened a new creative hub at its headquarters in Germany, describing it as a space in which designers and creatives “can come together to develop new ideas and create concepts for new products and campaigns”.
It also said the new hub, called Studio48 (1948 was the year of the brand’s launch), was part of the company’s “brand elevation strategy”, through which it aims to create sustainable growth.
Spanning more than 500 square-metres the studio will feature a 3D printing facility, sewing machines for leather and textiles, a product testing area, a photo studio and a meeting space to connect designers across different departments and welcome external creatives to work on new products and campaigns.
“We are creating a significant tool to enhance the excellence of our designs and elevate the brand,” said the company’s vice-president for creative direction and innovation, Heiko Desens. “Studio48 will be a space for a different kind of creativity, where designers from different departments can brainstorm, exchange best practices, experience new materials and touch and feel the products they want to make.”
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