Puma Rewinds Forward

London-based design collective Eat, Sleep, Work/Play who've worked with the likes of Ponystep, Modular Records, Beyond the Valley, along with Inventory Studio and The Klassnik Corporation have joined forces to invent a ‘Pop-Out Shop’ - a customised vehicle that mutates 'Transformers style' into a shop. This multi-platform experience will be a homage to the best archive moments in PUMA’s legendary history alongside the PUMA archive product while sounds from the decades are mixed by DJ Moneyshot. Dazed speak to the creative directors of the project to see how it all came about.

Dazed Digital: What is the concept behind Rewind Forward?
Puma: Rewind Forward, is about celebrating PUMA Archives heritage and its iconic products while placing them in the ‘now’ to show how they are as relevant today as they were in the past. It’s about rewinding back to go forward. 15 Minutes commissioned design collective East, Sleep, Work/Play, Inventory Studio and The Klassnik Corporation to realise the concept. The ‘Pop-Out’ shop will be made of elements that ‘Pop-Out’! Seating, storage, TV screens and a projector (that will project footage onto walls) will all pop-out of the vehicles framework. Once popped-out the vehicle pieces will be arranged as seating and tables, or as sculptures. It’s really about creating a unique interactive art/retail space, where the consumer can be part of the Rewind Forward story.
 
DD: How did you come up with the idea of the Pop-Out Shop?
Robert Boon (IS): We've had lots of experience with event/special graphics before, working on projects for the V&A and Science Museum as well as retail spaces within UK and Japan, and we'd often worked with an exhibition/3D designer. We decided quite early on to collaborate with the Architect Tomas Klassnik and looking into the brief's requirements to visit multiple cities/locations it quickly became clear this was a big undertaking logistically and whatever we built had to take this mobility into account. It was this transportation aspect that we decided to turn into a positive feature and make it central to the story. This is how the truck became the frame for the event. Besides many people have heard of or experienced a pop-up shop but not a Pop-Out Shop!
 
DD: How does the concept of the truck relate to PUMA Archive?
Antoine Choussat, (ESW/P): We thought back to our youth and the time when we used to store all the things we loved in an empty shoe box, that box was like a treasure chest of memories, pictures, books, keep sakes. It was an archive of its own. We wanted to recreate something which emulated this type of home grown archive, but in a modern, large scale, interactive way. So the truck Pop-Out shop is an archive of its own, allowing people to discover the best of PUMA’s archive and its various gems.
 
DD: How does the mix tracks relate to PUMA Archive?
DJ Moneyshot: All the tracks on the mixes have been hand chosen from my crates to represent the dopest music of the 70s and 80s. PUMA Archive dusts off threads from the era of Pele and Walt Frazier... in my two tribute mixes to these two PUMA -sponsored icons, the music really relates. With The Walt mix I've picked music I imagined him rocking out to on the mid 70s NY club scene, interspersed with actual interviews about him bigging up PUMA, and talking about his career. It's like a docu-mix! The same with the Pele version - but music inspired by him and the Brazilian World Cup winning side of 1970... 

Over the course of the rest of the mixes I thought about what kinds of music kids who identified with PUMA in the 70s and 80s might listen to. So B-Boys and Electro heads of the early 80s get their soundtrack, as do the Manchester Acid House heads, New Wave and Post-Punk peeps, and the Disco dons of the 70s...

 I'm basically trying to make a soundtrack to the wardrobe that the freshest kids down with PUMA might have bugged out to over those two essential decades.

Appearing and disappearing ‘tardis style’ the Rewind Forward ‘Pop-Out’ shop will be pitching in London, Manchester, Liverpool as well as various festival locations.