Everyone Associates Creates Art Installation for Puma by Hussein Chalayan

Everyone Associates Creates Art Installation for Puma by Hussein Chalayan

Puma by Hussein Chalayan has pushed the boundaries of the consumer shopping experience by creating an art installation to showcase the launch of their SS11 collection. Made up of 625 individual vertical rods, the installation acts as a google map to the worlds coolest cities. Created by Everyone Associates, it will be in Selfridges London until early March.

Each of the triangular rods features a longitude and latitude reference together with a unique QR (barcode) code that, when scanned by customers with their smart phone, links them to a Google map of the coolest areas from cities around the world.

Puma has a reputation for pushing the boundaries of design working with, amongst others, Alexander McQueen, Jill Sander and Lo-tek. Chalayan is reknowned for an inventive, surprising, experimental and intriguing approach to design; as well as his innovative use of materials, meticulous pattern cutting and progressive attitude to new technology.

Everyone Associates were approached by Puma in December 2011 with a brief to create an installation that would be instantly impactful and act as the launch-pad for the SS11 Puma by Hussein Chalayan collection. The collection, aimed at the modern urban traveller, is made up of key pieces of urban, sports and travel-wear, which combine Puma's functionality and technical knowledge with Chalayan's creative direction.

The Puma space takes the form of a sloping, undulating topography of triangular-section vertical rods; referencing distance markers and trig points found on maps and the constantly changing landscape experienced when traveling. As a visual metaphor for the changing time-zones experienced when travelling, the installation transforms from black to white, to a bright, high-vis finish as the customer walks around it. The facets of each rod are a different colour acting like a three dimensional lenticular. Like the collection the installation constantly changes and transforms when viewed from different perspectives. 

As well as the influence of the foundation of the collection - innovative design for travel and urban living - the form was influenced by the challenging footprint of the space chosen for its high visibility approach on the main walkway into men's street fashion.

Continuing the innovative theme, apparel is displayed on bespoke, triangular sections, with magnetic hangers that hang from the underside of the rails with no visible means of support. The installation also features iPads that showcase the SS11 collection allowing customers to browse through key seasonal looks and read Q&As with Hussein Chalayan.

Everyone Associates