Event TV: Inside Puma Yard

More than 150 posters of Bob Marley graced the walls of Puma's Jamaican-themed social club and back yard, set up in Shoreditch to entertain the brand's fans during the Olympics.

Puma Yard was created by agency Innovision at the Old Truman Brewery's Boiler House space on London's Brick Lane.

Event spoke to producer Lauren Rutherford to find out how the pop-up venue was put together.

The indoor area – centered around the brewery's chimney – was styled as the Puma Social club. Guests lounged on sofas and played ping pong in the daytime, while at night the space became a club with bars, DJs and a stage for acts like Puma ambassador Professor Green.

Outside was The Yard, an outdoor area with a beach bar, and a huge screen broadcasting the Olympics. Visitors could race Usain Bolt on the Puma Speed Test track, buy Jamaican sports kit in the retail unit built from red shipping containers or pick up some jerk chicken from the food stalls.

Video produced by Julian Dodd.

To read an in-depth feature on Puma Yard, don't miss the September issue of Event magazine by subscribing here.

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