Puma: storytelling and teasing at immersive space in Seoul, starring K-pop star Rosé

To celebrate the upcoming release of the new Puma H-Street sneaker, friends and family of the German brand gathered in Seoul this week at a party opening the marque’s unexpected new immersive experience.

Rosé at the Puma “Future Archives” event in Seoul, sporting the H-Street sneaker in neon green. – Courtesy of Puma

Taking place on May 16, the exclusive event brought together Puma’s VIP community. Starring global brand ambassador and K-pop icon Rosé, as well as local talents like Yeji, Yuri Jo, Juyeon, Jungwon Cha, and Junyoung Lee, Puma’s entourage was able to customize their pairs of sneakers during an evening centered around music and culture.

Ring Seoul, a community-driven space that has become a staple in Seoul’s club culture for its immersive sound experiences, oversaw the event’s musical identity. The party was part of a bigger activation, a four-day “Future Archives” happening, dreamed up by Puma to honor its H-Street silhouettes. It pays tribute to the sportswear giant’s icons by blending the brand’s heritage with a forward-thinking cultural vision.

The “Future Archives” installation drew crowds to Layer 41, merging Puma’s heritage with immersive storytelling. – Courtesy of Puma

“The opening night was a massive success. It was incredible to see so many familiar faces from the Puma community show up and support this moment. Seeing all the different ways people styled the H-Street, watching them customize their pairs, exploring the space—it just felt special,” says Christina Mirabelli, global marketing director, Puma Sportstyle.

Staged at Layer 41 in Seoul, the installation mashes up music, styling, and design, as the German sportswear giant partnered with galleries, artists, musicians, and magazines like Eyesmag. Curated by Inside Tag and Cold Archive, archival pieces will be displayed on-site during community-driven activations.

Against a sleek, futuristic setting resembling the aesthetic of an art gallery, the space features interpretations of track-and-field elements to better locate the latest take on the H-Street model, which originally debuted in 2003. The H-Street, priced at €90, is a low-key, minimalist running shoe that quickly became a cult classic of the brand.

The archive wall showcased historic Puma silhouettes, spotlighting the evolution of the H-Street and beyond. – Courtesy of Puma

With the re-edition of the pair, worldwide musical sensations like Rosé wearing it, and the brand’s immersive activation surrounding it, Puma is clearly determined to drive the H-Street back into the spotlight.

The immersive space runs from May 16 to May 18.

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