Giant Puma sneaker projections and a Fenty DJ booth fill an immersive room lit in blue

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Puma x Fenty

Puma x Fenty

Lume Studios, Tribeca, Manhattan

Before doors opened at Lume Studios in Tribeca, Manhattan, Jenya photographed the Puma x Fenty environment, product details, and key brand views for Puma. The January 2024 activation used projection mapping, branded visual design, and a full physical build produced by Lume Studios with both brands’ creative teams. As guests arrived, the crowd narrowed sightlines. Jenya worked within it to photograph guests, fashion, and projections together, retaining color and product detail against the saturated walls. JPX Studios also filmed the activation for a recap. Delivery included a gallery of 257 frames and the recap film Puma x Fenty: The Creeper.

JPX Studios photographed the complete environment, product details, and key brand views before doors. Once the audience arrived and the sightlines narrowed, Jenya worked within the crowd to connect guests, fashion, and projection in the same frames. Saturated walls and activity in constant motion required exposures that retained color and product detail without removing the energy of a busy launch.

Puma x Fenty title card in red over layered projections of the Creeper sneaker in blue and purple light — puma x fenty recap - by jpx studios

client: Puma
project type: Brand activation
venue: Lume Studios
date: January 2024
credit: JPX Studios

Close projection of a suede Creeper sneaker with the Fenty mark in blue light

Fenty box and Creeper sneakers projected large across the wall at Puma x Fenty

The resulting gallery separates the production into useful layers while preserving one coherent story. Clean build photographs record the work of the creative teams, close views identify the collaboration, and candid images demonstrate the attendance and atmosphere it generated. Together they show how Puma x Fenty occupied the venue and how the audience experienced the activation in real time.