Puma: storytelling and teasing at immersive space in Seoul, starring K-pop star Rosé
To celebrate the upcoming release of the new Puma H-Street sneaker, friends and family of the German brand gathered in Seoul this week at a party opening the marque's unexpected new immersive experience.
Taking place on May 16, the exclusive event brought together Puma's VIP community. Starring global brand ambassador and K-pop icon Rosé, as well as local talents like Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee, Puma's entourage was able to customize their pairs of sneakers during an evening centered around music and culture.
Ring Seoul, a community-driven space that has become a staple in Seoul's club culture for its immersive sound experiences, oversaw the event's musical identity. The party was part of a bigger activation, a four-day 'Future Archives' happening, dreamed up by Puma to honor its H-Street silhouettes. It pays tribute to the sportswear giant's icons by blending the brand's heritage with a forward-thinking cultural vision.
'The opening night was a massive success. It was incredible to see so many familiar faces from the Puma community show up and support this moment. Seeing all the different ways people styled the H-Street, watching them customize their pairs, exploring the space—it just felt special," says Christina Mirabelli, global marketing director, Puma Sportstyle.
Staged at Layer 41 in Seoul, the installation mashes up music, styling, and design, as the German sportswear giant partnered with galleries, artists, musicians, and magazines like Eyesmag. Curated by Inside Tag and Cold Archive, archival pieces will be displayed on-site during community-driven activations.
Against a sleek, futuristic setting resembling the aesthetic of an art gallery, the space features interpretations of track-and-field elements to better locate the latest take on the H-Street model, which originally debuted in 2003. The H-Street, priced at €90, is a low-key, minimalist running shoe that quickly became a cult classic of the brand.
With the re-edition of the pair, worldwide musical sensations like Rosé wearing it, and the brand's immersive activation surrounding it, Puma is clearly determined to drive the H-Street back into the spotlight.
The immersive space runs from May 16 to May 18.
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France 24
20 hours ago
- France 24
Tears, tattoos, Cartier watches: fan frenzy at BTS army discharge
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France 24
a day ago
- France 24
Two more BTS megastars released from South Korea military service
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France 24
2 days ago
- France 24
Two of K-pop's BTS megastars released from military service
The seven members of BTS, South Korea's most lucrative musical act, have been on a self-described "hiatus" since 2022 while they separately undertake the mandatory service, required of all South Korean men under 30 due to tensions with the nuclear-armed North. Hundreds of fans gathered near two army bases just outside of the capital Seoul where band leader RM -- recently named "Favorite K-pop Artist" at the American Music Awards -- and singer V were released Tuesday. They are two of four BTS members who will be released this week. Two more, who enlisted first, were discharged last year, and the final member SUGA -- who has been working as a social service agent for alternative non-active-duty service -- will be released later this month. HYBE, the band's agency, urged fans not to go to the discharge location, citing safety concerns. "With the safety of both artists and fans in mind, we strongly urge fans not to go to the location in person," the agency wrote on Weverse, its superfan platform. Despite the warning, dozens of fans gathered outside V's military base, eagerly awaiting the return of their star. "Honestly, I came here with such high expectations," Yang Ho-hee, 28, told AFP outside the base. Fans had hung colourful banners to welcome the 29-year-old back to civilian life. "Taehyung, let's never be apart again," one said, referring to V's real name, Kim Tae-hyung. "I'll follow only you, Taehyung. We are each other's strength," said another. Reunion tour? Near the bases, on a football field where the newly released BTS members are set to speak later, hundreds of fans from around the world gathered hoping to catch a glimpse of their idols. "Actually, it's mixed emotions. I feel like I'm crying already," said Arlene Mendoza, a fan from the Philippines. "I've been traveling to Korea so many times, but this is actually the first time I'll see V." In addition to the army releases, Friday is so-called FESTA -- a celebration that marks the anniversary of the group's debut and typically draws thousands of global fans to Seoul. Mendoza told AFP she plans to attend fellow member J-hope's concert on Friday, plus join other BTS FESTA events. All the band members signed new contracts with HYBE in 2023, and once SUGA is released June 21, analysts expect reunion activities. This should boost the K-pop industry as a whole -- and especially HYBE. "In the case of HYBE share prices, the current market consensus is seen as not fully reflecting BTS's impact," Lim Soo-jin, an analyst at Daishin Securities, told AFP. Despite an ongoing police investigation into the company chairman for suspected insider trading and a recent raid by authorities, analysts say HYBE's shares are expected to remain stable. "We see there's a high possibility of an upward revision in earnings forecasts, which could in turn drive the stock price higher," Lim said. HYBE's shares have seen a sharp increase, rising by 10 percent over the past week through June 9. GDP impact Prior to beginning their mandatory military service, the mega boy band generated more than 5.5 trillion won ($4 billion) in yearly economic impact, according to the Korea Culture and Tourism Institute. That accounts for roughly 0.2 percent of South Korea's total GDP, according to official data. HYBE has hinted at a BTS comeback this year, but has also said the members "need time for reflection and preparation". "Normally, the process goes from song production to album release, then a tour," Lee Jae-sang, CEO of HYBE, told a shareholder meeting in March. "But since BTS have already become global top-tier artists, we are continuing discussions about their vision and what's next," Lee added. Outside HYBE headquarters in Seoul, banners from fans read: "Thank you for making even the waiting feel joyful."
