The corner shop
A unique pop-up experience in Shoreditch, celebrating the relaunch of the Puma CA Pro.
Client: Puma & Asos
Role: Art Director
Key points: Immersive launch pop-up store,
Talent partnerships, Digital campaign,
Who, What, When
20ten was tasked to create a launch event activating the 'Insta-Aplha segment for Puma's new Asos exclusive flagship trainer.
The event needed to be fueled with high-energy moment featuring influencer and social activation.
We Transformed Ace Corner in Shoreditch, from an unassuming retail space, into Puma’s very own Cornershop.
Featuring a live DJ, Puma branded daily essentials, and of course – good vibes.
Dipping into customisation culture, we collaborated with sneakerhead and designer Mean Feet to create a series of unique hydro-dipped trainers.
3m Est Reach
21m Talent audience
100% Positve sentiment
Your daily essential
By taking a classic feature of the high-street, we passed the concept of a traditional corner shop through the PUMA lens.
Taking inspiration from the CA Pro hero colour (green and white) we created a consistent and minimalist Puma look and feel.
The above allowed us to have fun with a series
of corner shop items: from candy bags to vintage cashier as well as a photoshoot with all your corner shop essential.
Creative Director/Director Sam Richardson
Art Director: Jade Nodinot
Strategy Director: Louise Odquier
Marketing Director: Faisal Mumtaz
Account Manager: Molly Beddard
Designer: Jordan Robertson
Artworker: Anthony Hancock
VMG: Madison Paris
Influencer campaign manager: Jénai Henry