As a cutting-edge sport lifestyle brand, PUMA is always looking for new ways to build on its reputation as an innovator. Aiming to shake up the stuffy world of sailing, PUMA became a competitor and official supplier of the 2008 Volvo Ocean Race.Puma commissioned LOT-EK and GBH for the architecture and branding of its corporate hospitality venue for the event. The result was the creation of a flat pack structure made of 24 regular shipping containers which, when bolted together, housed three PUMA stores, two offices, a bar and hospitality terraces, all over three floors. The structure was designed to be disassembled, shipped as regular containers and reassembled at each port it visited during the race. Given the scale and facilities it housed, the structure was called PUMA City. The huge exterior branding, created by GBH, as a deconstructed PUMA logo, features a humorous play on the fact that the structure is made from several different pieces.
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