Last week (Wednesday, 17 February), London-based live event and experience agency innovision staged a sensational launch event on behalf of PUMA as part of their new long-term partnership with Red Bull Racing.
PUMA and Red Bull Racing are two brands at the forefront of innovation and performance; their partnership will push the boundaries of speed and style. To celebrate this, innovision orchestrated an unforgettable PR launch moment to reveal the new PUMA x Red Bull Racing Lifestyle collection and unveil Red Bull Racing’s new F1 on-track livery for 2016.
Staged at U Block, part of The Old Truman Brewery in East London, innovision conceived and developed an immersive creative solution, pairing powerful human performance and choreography with dynamic technology on-stage.
The venue was transformed to replicate the Red Bull Racing garage. Engineers – uniformed in PUMA Red Bull Racing Team apparel – flanked a sleek, blanketed model of the Red Bull F1 racing car. To the soundscape of DJ Kastro’s bespoke track, sampling and harmonising engine revolutions, the blanketed model gradually dissolved as dancers peeled away from beneath the ‘chassis’ into a pulsating contemporary dance performance, led by international choreographer Ryan Jenkins.
Amid the crescendo – and as the human car re-formed – the real Red Bull F1 racing car in full 2016 livery emerged from behind a screen, accompanied by team drivers Daniel Ricciardo and Daniil Kvyat for the perfect media shot. The reveal was book-ended by a welcoming address from Christian Horner and PUMA’s global marketing director Adam Petrick.
Andrew Douglass, Founder & CEO of innovision, said: “Our work with PUMA keeps on getting more and more exciting and we are naturally just delighted to play a small part in helping PUMA become the fastest sports brand in the world”.
To support the launch, innovision also installed the wrap graphics at PUMA’s Carnaby Street store in London, and event managed an in-store fan activation with David Coulthard on the day of the launch.
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