Puma SoHo

Industrial and raw, SoHo has kept it’s finger on the pulse of creativity and culture throughout the years. Always adapting to its geography, the former red light district influences urban texture and brand presence at the street. HollisBC set out to implement a concept which embraced direct and raw elements of the city by bringing them to the forefront of the space. Theatrical displays define departments and direct consumers. Mannequins and products become characters in the set.