Puma opens new creative hub Studio48 (#1686055)

Global sports company Puma announced on Thursday the opening of a new creative hub at its headquarters in Herzogenaurach, Germany. 

Dubbed “Studio48”, the 5,300-square-foot facility is designed to foster collaboration among designers and creatives, enabling them to conceptualize and develop new performance and Sportstyle products, as well as campaigns.

Notably, Studio48 features a 3D printing facility, leather and textile sewing machines, a set up for printing and embroidering, a product testing area, a photo studio and a meeting space. 

“With the new Studio48 we are creating a significant tool to enhance the excellence of our designs and elevate the brand,” said Puma’s vice president creative direction and innovation, Heiko Desens.

“While many of our products are created digitally, Studio48 will be a space for a different kind of creativity, where our designers from different departments can brainstorm together, exchange best practices, experience new materials and touch and feel the products they want to make.”

The space will also be used to host external partners and bring Puma’s global design community together for workshops and events. To mark the studio’s opening, Puma hosted a workshop featuring U.S.-based upcycler Nicole McLaughlin. 

Earlier this year, Puma also announced plans to open a creative hub in Los Angeles, to inspire products and campaigns for the U.S. market.