I recently donned my Puma trainers and headed to a wildlife sanctuary just outside Dubai for the Creative Factory Workshop. Puma have partnered with Lumi, a start-up company who have developed a cool printing technique called Lumitype, which uses a combination of photosensitive paint and the sunlight. Where better to put it to test than the middle of the desert?
Traditional Arabic camp tents were transformed into photography darkrooms, and we printed our own designs onto Puma t-shirts and bags.
Once the sun had set, shawarma was served, and break-dancers and belly dancers in their Puma pumps kept the crowd entertained.
It just goes to show that global brands can be relevant in local markets – they just have to work out how to make the most of the immediate environment to create a memorable brand experience.
Gemma Petch, Dubai