Over the past two years, I’ve led art direction and spatial design for a range of in-store experiences at PUMA — from impactful window displays to bespoke landing zones and island setups. Each concept balanced commercial needs with visual creativity, aimed at enhancing brand presence and customer engagement.

For the Fenty x PUMA launch, I developed striking in-store concepts including the chrome logo design, which extended across retail and digital platforms to unify the campaign's bold, futuristic aesthetic.

I also worked on the revival of PUMA’s Speedcat, designing displays that played with sharp black-and-white contrasts and vibrant accents to spotlight the shoe’s motorsport roots and iconic silhouette.

Most recently, I directed the creative for the TMNT x PUMA collaboration — drawing literal inspiration from the Turtles’ underground world. We brought the narrative to life through glowing “ooze” features, custom plinths, and branded pizza box displays, blending nostalgia with bold brand storytelling.