Puma Social Club

17 September 2013
Puma Social Club

Sustainable meets social. Whoever said eco-friendly couldn’t be fun?

Last year, German sports and lifestyle brand Puma opened a sustainable store in India, an intriguingly unique space constructed using recycled steel, powered by solar energy and with a surface layout that provides ample natural light. Above this space, Puma has opened an extension of their lifestyle brand called the ‘Puma Social Club’. A day-time café and night-time club spread over 4,000 square feet of three floors above their store. Puma India MD, Mr. Rajiv Mehta said, “It made sense for us to have this brand extension of an actual space where people can party – strengthening the connection with our core target audience and getting them to engage with the brand on a very personal level.”   What is most intriguing about this space are the old skool installations placed around the venue. Colourful and engaging works, it is reminiscent of an 80’s kid’s childhood assembled into various pieces of art: VCRs turned into ashtrays, a mini table tennis board, old-school graffiti on the walls et al. But the most fascinating one is ‘The Ultimate Play Machine’ – an installation constructed using old music instruments, scraps of metal, wires, a typewriter, and perhaps its most compelling element: being able to play Super Mario on a desktop that looked at least a decade old. Way to bring out the inner child of the current yuppie generation!   The first of the ‘Keep It Real’ nights at the Puma Social Club was held over three days from the 18th to the 20th of July where Puma hosted their first indoor “EDM festival”. The lineup was curated to chronicle the evolution of dance music from “old-school scratch” to “future techno”. The artists included Sam (State of Bengal), Dualist Inquiry, Teddy Boy Kill, Kohra, Sandunes, Tuhin Mehta and Anil Chawla among many others. The three days of the festival saw a pretty good turnout, some great sounds, stellar programming and visuals.   “Puma’s Keep It Real Nights will take place once or twice a month and will feature music, theatre, film, supper clubs and other events that appeal to the creative audience”, says Mr. Mehta. He assures us that this Club will make its way to Mumbai and Delhi. We’re hoping this happens soon – after all, who doesn’t love a retro cool hangout?   - Leilah Zeenat Hazarika

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