Downtown Jozi recently saw the launch of a new PUMA SELECT store on the corners of Melle and Juta Streets in Braamfontein. The store, which will operate for one full year, showcases PUMA’s premium product and collaborations with influential creatives, streetwear labels and fashion houses including Parisian design duo BWGH (Brooklyn We Go Hard), New York illustrator Sophia Chang, London interior design team House of Hackney, and Tokyo’s quirky king of avant-garde sneakers Mihara Yashuhiro.
The PUMA SELECT store was designed by 3D industrial designer Ben Wilson The Wilson Brothers in collaboration with Adam Brinkworth, of interior and architectural design agency Brinkworth. The pair’s love of English workshops and the art of creating are behind the overall concept of the store, with local manufacturing company Designamite assisting with construction. A top feature is the simple peg system used to display product; re-engineered using modern technology, the peg system creates a crafted, yet industrial space that can be altered at a moment’s notice.