A shoes sit on display, awaiting to be researched, examined, and worn. PUMA introduces a collaboration with designer and brand partner Salehe Bembury, unveiling the Velum, his debut lifestyle silhouette shoe for the brand. Presented during Paris Fashion Week, the Velum is displayed as a study, ready to be dissected and investigated. The sneaker is housed in a futuristic laboratory, where it appears like a rare specimen: its sculptural ridges, organic curves, and NITROFOAM™ core are laid bare beneath a sterile glow. Think of footwear as a prototype and more so a living organism. 

The shoe and pop-up are an extension of Bembury’s neural network, where tectonic textures collide with engineered movement. The walls ripple with topographic waves, the floors pulse like a living surface, and the air hums with industrial undertones.

To mark the launch, a public pop-up event will take place from June 25, where 100 pre-release pairs of the Velum will be available exclusively. Salehe Bembury will be present to welcome guests and sign the first pairs of his new collaboration on opening day. The pop-up will be open to the public until June 28th.