Companies

Puma launches new creative hub in Germany

Dec 18, 2024 Germany

The new Studio48 at Puma's headquarters offers designers advanced tools, 3D printing and collaborative spaces to drive innovation in performance and products while enhancing global partnerships

“With the new Studio48, we are creating a significant tool to enhance the excellence of our designs and elevate the brand. Studio48 will be a space for a different kind of creativity, where our designers from different departments can brainstorm together, exchange best practices, experience new materials and touch and feel the products they want to make”, shared Heiko Desens, Puma’s Vice President Creative Direction & Innovation.

Puma has inaugurated Studio48, a new creative hub at its headquarters in Herzogenaurach, Germany, as part of its brand elevation strategy. The space, which spans over 500 square metres, aims to provide a collaborative environment for designers and creatives to develop innovative concepts for performance and Sportstyle products, as well as campaigns.

Studio48 includes many facilities, such as a 3D printing lab, sewing machines for leather and textiles, a product testing area, a photo studio and dedicated spaces for meetings and collaboration. The space is also designed to foster cooperation with external creatives and global teams through workshops and events. Its opening included a workshop led by US-based upcycler Nicole McLaughlin, who shared insights on circularity with Puma’s international design community.

This initiative follows Puma’s earlier announcement of plans to establish another creative space, this time in Los Angeles. The Hollywood-based hub is intended to generate inspiration for products and campaigns tailored to the US market.

Image Credits: about.puma.com

Germany Companies Footwear Management Puma Sportswear