Image Credit : Ben Villa - Shoot Everything
Project Overview
In 2021, PUMA opened its largest Australian Flagship store at Chadstone, the Fashion Capital shopping centre. The store presents a shopper engagement space, which was focused on promoting the brand’s AFL club partnerships, connecting with Melbourne’s main sport. Dashing was engaged to develop a premium activation zone highlighting three AFL
teams.
Our team designed, produced, and installed this project within a two-week timeframe from brief to live date. Campaign elements included all printed POS, Flexi neon signs, illuminated ceiling football ground, and free-standing illuminated Jersey highlighters. A real eye-catching result for the #PUMACHADDY opening!
Project Commissioner
Project Creator
Team
David Doyle - Creative Director
Andy Kyprianou-Brown - Creative Studio Manager
Eva Huang - Designer
Daniel Hunt - Head of Melbourne
Rachelle Gitani - Internal Account Manager
Project Brief
After the pandemic shutdown, PUMA was excited to welcome AFL back to Melbourne and cheer with the fans for the 2021 season. As a global leader in the athletic apparel and footwear industry, the brand sponsors some of the main teams in the competition, including Richmond Football Club, Carlton Football Club, GWS Giants Football Club.
PUMA's creative team approached us to develop a zone that would capture the attention of customers visiting the store, promoting the AFL partnership and sparking the passion of footie fanatics. They aimed to showcase the rivalry between the teams and create a vivid pop-up activation.
Project Innovation/Need
Dashing was engaged to develop a premium activation zone in their Chadstone Flagship store to feature three AFL teams. We designed a disruptive space consisting of each team's colours, leading the eye in from the elongated floor decal to the colour-matched plinths housing each team's official jerseys.
The plinths were elevated by having LED strips along the base and the frame surrounding the hero jerseys to further highlight the product. The focal point then moves up to the Flexi neon sign to call out PUMA Footy and the store tag #PUMACHADDY. The suspended AFL field structure was done in the same material and hangs from the ceiling to create theatre. The goalposts of the field were extruded downwards to establish a more dynamic space that helps frame the activation.
Design Challenge
The 330sqm Chadstone store showcases PUMA’'s sports heritage with a focus on football, running, training and basketball. The AFL activation zone featured at the dedicated ‘shopper engagement’ space which occupies a 16sqm area in the centre of the store; flexibility was needed to scale the display within the small space. Initially, there were hanging flags featuring the team players, however, due to the available space, we had to redesign the concept and remove them - still achieving the visual impact and entirety of the final outcome through neon lights and a vivid display.
We also took extensive care to colour match the different substrates, from paint colour to vinyl decals, to ensure a sleek and unified finish. The Dashing team designed, produced, and installed this campaign within a two-week timeframe from brief to live date.
Sustainability
PUMA believes in integrating sustainability into every aspect of its manufacturing processes for all products. The brand aims to make its operations more sustainable to optimize the impact it has on the environment and communities. With this company value in mind, the freestanding units of the AFL Activation zone were designed to be reused in future campaigns, plus all electrical componentry will be repurposed in future projects.
Pop-Ups, Display, Exhibit & Set Design
This award celebrates innovative and creative design for a temporary building or interior, exhibition, pop up site, installation, fixture or interactive element. Consideration given to materials, finishes, signage and experience.
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