The Salehe Bembury x Puma Velum experience debuted at Paris Fashion Week, unveiling a biomorphic world and Bembury’s first lifestyle sneaker with Puma.
A Futuristic Fusion of Nature and Innovation
After the excitement surrounding the Mostro House in January, PUMA returns to Paris Fashion Week. This time, they present a fresh and visionary chapter: the Salehe Bembury x PUMA Velum brand experience. The event will take place in an immersive space at 18 Rue Saint Gilles. Here, the activation will showcase Bembury’s first lifestyle silhouette for PUMA—the Velum. This bold design effectively combines biomorphic beauty with the sportswear giant’s NITROFOAM™ technology. Together, these elements create a unique and striking footwear option.
At the heart of the experience was a dynamic installation that blurred the lines between nature and technology. The Velum sneaker will be showcased like an artifact in a futuristic laboratory. This design embodies Bembury’s organic philosophy.
Surrounding the sneaker, flowing textures emerge from the walls. They pulse beneath the transparent flooring and shaped the ceiling. As a result, these elements create a tactile and sensory environment designed entirely around the shoe.
From Concept to Reality
The event will kick off with an invite-only preview, offering an exclusive look at the Velum’s development journey. On June 25 at 12:00 PM, a public pop-up will unveil 100 pre-release pairs of the Velum, with Salehe Bembury himself greeting fans and personally signing sneakers.
Open for three days, the PUMA HOUSE experience will give visitors a behind-the-scenes look at how imagination and engineering collided to form the new silhouette. From sketch to final product, the Velum’s evolution is mapped through immersive storytelling and interactive installations.
H-Street Meets Paris
To complement the Velum debut, PUMA will also bring elements of its recent H-Street installation from Seoul to Paris. Guests will get an early look at a new low-profile sneaker, hinting at what’s next in PUMA’s boundary-pushing design pipeline.
With the Salehe Bembury x Puma Velum, the brand introduces more than just a shoe. It defines a new era of lifestyle innovation. Bold aesthetics and rich creative storytelling shape this innovation. As a result, the Velum represents a significant leap forward in fashion and footwear.tive storytelling that engages and inspires.
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