PUMA品牌档案中心

2026年08月15日-2026年08月16日

上海 ROJO 艺术文化中心（A.F.A B 馆）

项目预告

项目传播

项目现场

本项目以 "不驯之城" 为叙事核心，是 PUMA 跨越 78 年品牌设计档案的一次大型沉浸式重构，核心商业目标聚焦薄底鞋家族新品矩阵的市场声量释放。

空间整体采用冷调工业极简语言，以巨型立体美洲狮装置作为全场主视觉地标，串联先锋档案、赛道传奇、千禧新生、SUEDE 街区四大主题展区，并配套凌感片场、纯纯享电台两大代言人专属互动空间及 PUMA GIRL 穿搭体验区。制作层面，近百件海外收藏家珍稀古董鞋款的跨境陈列、F1 赛车实景装置的落地、街头涂鸦场景的还原与录音室沉浸式声效系统的搭建，共同构成高复杂度的展陈工程体系。

历史维度上，展览系统梳理 PUMA CAT 标识迭代史及田径、足球、赛车经典产品线，将品牌运动基因与亚文化脉络转化为可感知的空间叙事。活动期内，张凌赫、单依纯出席开幕引爆明星流量，官方小程序预约制保障到场质量，全域打卡解锁限定周边的机制驱动访客完整体验动线；极具辨识度的巨型装置与分区场景天然适配小红书、抖音 UGC 自传播，实现经典档案文化科普、新品展示与圈层打卡的闭环，最终夯实 PUMA 复古都市潮流定位，助推 Rollcat、H‑Street 等薄底鞋款破圈。

Centered on the narrative of "Untamed City," this project is a large-scale immersive reconstruction of PUMA's 78-year design archive, with the core commercial objective focused on amplifying market visibility for its slim-sole footwear family.

The overall spatial language adopts a cold-toned industrial minimalism, anchored by a giant three-dimensional puma installation as the visual landmark, connecting four themed zones—Pioneer Archive, Racing Legend, Millennium Rebirth, and SUEDE Block—alongside two ambassador-exclusive interactive spaces, the Ling-inspired Film Set and Pure Enjoyment Radio Station, plus a PUMA GIRL styling area. In terms of production, the cross-border display of nearly a hundred rare vintage sneakers from overseas collectors, the full-scale F1 racing installation, the recreated street-graffiti scene, and the immersive studio sound system collectively form a highly complex exhibition engineering system.

Historically, the show systematically traces the evolution of the PUMA CAT logo and its classic track, football, and motorsport product lines, translating the brand's athletic DNA and subcultural roots into a tangible spatial narrative. During the event period, appearances by Zhang Linghe and Shan Yichun ignited celebrity-driven traffic, while the official mini-program reservation system ensured quality attendance; the 全域 check-in mechanic unlocking limited merchandise drove visitors through the full experience route. The highly recognizable giant installation and zoned scenes are inherently suited to UGC sharing on Xiaohongshu and Douyin, closing the loop between archival cultural education, new product display, and community check-in—ultimately reinforcing PUMA's retro-urban streetwear positioning and driving breakthrough visibility for slim-sole models such as Rollcat and H-Street.

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