Ned Karlovich

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Commercial Work / Puma Flagship Store / Amsterdam, Netherlands

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2011

The Puma store in Amsterdam features a footwear tribune on each floor and a special footwear showcase. moreover, it presents itself proudly on the mirror wall , one of the local elements in the store, where vintage car mirrors serve as the display platform. the installation has been created by ‘the invisible party’, a local artist’s collective, who used the dutch tradition to place car mirrors on the doors and windows of houses to allow seeing who rings the door bell before answering it. further enhancing the local relevance of the store is a lighting system on the second floor made out of old bike frames welded together as well as a bike wheel installation in the staircase void.

 

The changing rooms are covered in traditional delft tiles, which have been ‘pumarized’ accordingly. the most eye-catching local element however, is the huge brand wall stretching over all three floors and constructed from a collection of old Amsterdam doors that have been painted red and recharged with a Puma logo.

 

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