Puma X Fenty SS17 Launch


FormRoom worked alongside PUMA to design, produce and install a series of striking pop-ups across their UK and Europe stores located at Selfridges, Offspring, JD Sports and Lifestyle Sports.

The design direction took key moments from the Puma X Fenty SS17 catwalk show, where pop-star and creative director Rihanna walked the runway in head-to-toe pink, pearls and a lace Puma fan.

Project Features

Retail Interior Design
Interiors & Furniture


Developing concept designs, technical drawings and manufacture, FormRoom produced a vibrant, detailed environment with Victorian period influences. The mash-up of 18th Century French and athletic street styling was transported from runway to store design.

Our team created an oversized fan inspired by 18th century French culture and ‘Marie-Antoinette at the Gym’. Built in sections, the external MDF layer was sprayed in the now iconic Fenty pink with gold laminate shelves. The internal acrylic sections feature a lace pattern print and ‘PUMA’ branding.

Oversized, gold venetian frames showcased the campaign imagery – where “traditional” street models meet the luxurious world of Marie Antoinette. Another nod to the regal, 18th century period. Lavender ladders were propped on the sides to support the framework and showcase the campaign on both sides for a 360-degree experience in-store.

A mash-up of 18th Century French and athletic street styling.

“I imagined Marie Antoinette at the gym”

Rihanna Creative Director


FormRoom built smaller Venetian frame elements and designed pastel rose flowers to merchandise the collection.

Adding to the store experience, a Fenty pink nail bar was built with cult brand WAH Nails for the Flagship JD Sports store. Customers were invited to shop the collection and be treated to Rihanna inspired nail artwork.

Our team of designers, project managers and installers worked to turn this huge project around in the record time of 3 weeks. A hugely successful launch and the biggest promotion for the Fenty by Rihanna collection to date.

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