PUMA x SALEHE BEMBURY’S POP-UP& PARIS FASHION WEEK BRAND EXPERIENCEUNVEILS BIOMETRIC BEAUTY

 Following the Mostro House takeover at Paris Fashion Week in January, PUMA returns to the French capital, this time unveiling a visionary collaboration with designer and new PUMA partner Salehe Bembury. The unique experience invites guests into a world of biomorphic beauty and engineered imagination, highlighted by the new Velum, Bembury’s first lifestyle silhouette with PUMA, featuring NITROFOAM™.

Throughout the experience, installations and product displays untangle Velum’s evolution from concept to sneaker. The space opened June 25th with an invite-only gathering, followed by a public pop-up at 12:00, where 100 pre-release pairs of the Velum will be available exclusively. Bembury himself was on hand to greet guests and sign the first pairs of his new collaboration. The space then opens to the public across three days.

Inside, guests are invited to step directly into the mind of Bembury, a universe where nature and machine are in dialogue. At the center is a futuristic lab, a space where the Velum is displayed as an artefact under observation. Mixing Bembury’s signature design language and love for organic shapes with PUMA technology, the Velum spills beyond the shoe and takes over the entire environment: organic textures emerge from the walls, ripple beneath the floors, and extend overhead.

To round out the experience, PUMA brings elements of the H-Street installation, first introduced during the recent launch in Seoul, to Paris. Visitors will have an exclusive chance to preview the new low-profile silhouette up close, ahead of its official launch later in June.