Puma & Salehe Bembury launch futuristic velum sneaker in Paris
Throughout the experience, installations and product displays untangle Velum's evolution from concept to sneaker. The space opens with an invite-only gathering, followed by a public pop-up at 12:00 on June 25, where 100 pre-release pairs of the Velum will be available exclusively. Bembury himself will be on hand to greet guests and sign the first pairs of his new collaboration. The space then opens to the public across three days.
Puma unveils its Velum sneaker in Paris with designer Salehe Bembury, marking their first lifestyle collaboration. The immersive launch blends nature and tech in a biomorphic space, showcasing Velum's evolution. The event opens with a private preview and public pop-up on June 25, offering 100 exclusive pairs and appearances by Bembury himself.
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. Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
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