PUMA launched its first ever PUMA Palermo Pop-up store in Southeast Asia in Bangkok, located at centralwOrld.
Partnering with GOVT Singapore, the pop-up store will run for one week as it reintroduces and celebrates the return of one of PUMA’s most iconic archive piece – the Palermo. The pop-up store serves as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests will be transported onto a journey that evokes the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after.
GOVT created, designed and executed Stadio Palermo in-house, together with the communications that ran across Singapore and Thailand, spanning Print, OOH, and Digital.
Stadio Palermo features multiple larger than life installations, including an incredibly detailed 13 ft long PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 manhours to meticulously create.
A functional life-sized foosball court was also created, alongside tiered terrace stands that are synonymous with the terrace culture that the PUMA Palermo was made famous by. Guests are welcome to immerse themselves within the foosball court by being the players themselves.
“I am thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. Our vision is to immerse visitors in the rich Italian heritage of PUMA Palermo through an unforgettable, larger-than-life experience. With this pop-up, we’re not just bringing back Palermo; we’re creating a timeless, experiential journey that celebrates its status as a forever classic,” Eleanor Wang, Director of Marketing, PUMA Southeast Asia, said.
“A brief like this doesn’t come by every day for a creative agency, especially more so when what we have created was literally what was proposed to PUMA 3 months ago. To see our proposal come to life was truly amazing, so a big thank you to PUMA for trusting us in this process and indulging us in our dreams.” said Leon Lai, Co-Founder, GOVT.
The double storey-ed Stadio Palermo also housed a shoe customisation workshop, curated by Thai artist Silapa Chantararat of Bad Rabbit Music From Heaven. Visitors who purchased a pair of PUMA Palermo received the opportunity to have their shoes individualized and customized by Chantararat.
Stadio Palermo launched on the 15 March with a closed door event, and welcomed over 560 guests including members of the Media, KOLs, Trade Partners, and celebrities from Thailand, Singapore, Indonesia, Malaysia and the Philippines.
Stadio Palermo will open its doors to the public from 16 to 21 March from 11am to 9pm at centralwOrld, Bangkok.
Credits
PUMA Southeast Asia
Eleanor Wang – Head of Marketing, SEA
Angela Lee – Team Head, Brand Marketing and Media, SEA
Christine Kohler – Strategic Account Marketing, SEA
Ian Kwek – Assistant Manager, Marketing, SEA
Nicholas Lai – Assistant Manager, Media Strategy, SEA
Cora Lo – Senior Executive, Marketing, SEA
GOVT
Account Management & Strategy
Alvina Seah – Managing Director
Aloysius Heng – Business Director
Elmer Tiangsing – Strategist
Trisha Kwek – Account Manager
Nicole Kessler – Senior Account Executive
Project Management and Production
Leon Lai – Co-Founder & Executive Producer
Benedict Lim – Senior Project Manager and Deputy Executive Producer
Jolene Mok – Senior Integrated Producer
Creative
Aaron Koh – Co-Founder & Chief Creative Officer
Magdalene Loh – Senior Art Director
Yuan Ling Tan – Art Director
Ginola Tan – Copywriter
Alison Chong – Experience Designer
