Something they wanted to be seen in.

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I inherited a hidden-door concept with no clear reason for the room beyond the reveal. As Creative Director and Experience Designer, I reframed it as PUMA Style Vault and built a guided retail ritual around access, discovery, service, styling, transformation and recognition. The result turned product trial into image-making: stylists guided the selection, white-glove service elevated the handoff, and a full-body portrait system made the guest, not just the sneaker, the final image.