In pictures: Puma's immersive launch event with Red Bull Racing

of

Puma enlisted agency Innovision to unveil its new Puma x Red Bull Racing Lifestyle collection in London last Wednesday (17 February).

The event saw The Old Truman Brewery’s U Block transformed into the Red Bull Racing garage. A blanketed model of the Red Bull F1 racing car appeared on a stage, accompanied by 'engineers' who donned items from the new collection. 

The car gradually dissolved to the sound of a bespoke track by DJ Kastro, which saw him sample and harmonise engine revolutions. Dancers then appeared from beneath the vehicle’s 'chassis' and delivered a contemporary performance, led by international choreographer Ryan Jenkins.

The real Red Bull F1 racing car in full 2016 livery then emerged from behind a screen, accompanied by team drivers Daniel Ricciardo and Daniil Kvyat.

The reveal was followed by presentations from Adam Petrick, global marketing director at Puma, and Christian Horner, team principal of the Infiniti Red Bull Racing Formula One team. 

Innovision also managed an in-store fan activation with David Coulthard at Puma’s Carnaby Street store on launch day, and installed new wrap graphics at the site.

Andrew Douglass, founder and chief executive at Innovision, said: "Our work with Puma keeps on getting more and more exciting and we are naturally just delighted to play a small part in helping Puma become the fastest sports brand in the world."

Innovision recently worked with NFL UK to transform The Shard into the Vince Lombardi trophy, a stunt that was designed to kick-off Super Bowl in the UK. 

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free