PUMA Studio featured in Issue 21 of The Commercial Project

From the article:

Creativity runs wild at PUMA Studio by West of West. Located in Los Angeles, this 1,858-square-metre hub for the German athletics brand brings product, marketing and events together under one roof. Inspired by the concept of a traditional atelier with a contemporary twist, it contains showrooms, workspaces, libraries and design studios for both hands-on creation and cultural exchange.

Jai Kumaran, co-founder of West of West, explains that the main challenge was choreographing a space to support these diverse activities that are often happening simultaneously. Instead of fixed rooms, the team has crafted loosely defined “environments”. “We wanted the boundaries between thinking, making and presenting to be genuinely porous so that the work happening in one space could spill into, influence and inspire what was happening in another,” he says.