Puma × Dua Lipa

PUMA and its agency, Faculty, wanted a high-impact Dua Lipa pop-up on Michigan Avenue, timed to Lollapalooza weekend. We had to take the creative concepts to a finished, installed space on a tight festival-week schedule.

The space only worked if it felt alive. That meant lighting and media everywhere, an interactive wall, and graphics that wrapped the storefront windows without breaking the illusion. And it all had to fit a venue whose floorplan, it turned out, was wrong.

We turned the creative into buildable drawings, then handled fabrication, graphics, lighting, audio-visual and installation.

Lighting is what made the space come alive. We installed hundreds of sticks of pixel-addressable LED throughout the pop-up and programmed all of it on site. We also supplied the audio and video gear for the ambient music, the DJ room and the rest of the space.

For the interactive wall, which reacts to the people standing in front of it, we worked with the programmers and supplied specialized short-throw projector lenses to make it work in the space.

During our site survey we found that the venue’s floorplan listed an incorrect dimension. If we had built to it, the activation would not have fit. Because fabrication and engineering sit in-house, we caught it early and adjusted before anything was built. The same precision went into the window graphics: we measured every pane so the gaps in the graphic lined up with the window frames, keeping the look of one continuous image.

We also provided local staging and warehousing. Items shipped to our shop, where we counted and inspected everything before load-in. That’s just what we do for our partners.

A pop-up that came alive with light, sound and interaction, and fit the space exactly as built.

The devil is in the details. Catching the floorplan error and measuring every window pane is why the space came together the way it was designed.