CLIENT: Canyon Bikes

RESPONSIBILITIES: Art Direction / Community Strategy and brand guidelines

CANYON

The Canyon [CLLCTV]

THE FOUNDATIONS OF CANYON WERE LAID IN 1985 BY ROMAN ARNOLD. SINCE THAT DAY, OUR GOAL HAS REMAINED THE SAME: BUILD THE VERY BEST BIKES AND SHARE THE PASSION FOR OUR SPORT. OUR SUCCESS HAS ALWAYS BEEN BUILT ON THE POWER OF THE COMMUNITY. DESIGNERS, ENGINEERS, CRAFT SPECIALISTS, OUR FANS AND OF COURSE WORLD-CLASS RACERS. EACH ONE MAKING THEIR MARK ON OUR BEAUTIFUL PRODUCTS AND PERFORMANCE. A COLLECTIVE SUCCESS. OUR COMMUNITY GETS BIGGER EVERY DAY, BUT THE VALUES, THE PASSION AND FOCUS REMAIN THE SAME. TOGETHER WE ARE THE CANYON [CLLCTV].

TRAINING WITH LEWIS HAMILTON - NYC

PERSONALISING THE EXPERIENCE

CAPTURING THE ATHLETES

Play-by-Play

The experience kicks off in a virtual PUMA locker room with footballers Griezmann or Lukaku where trialists are transported to a CGI replica of a capacity-filled, atmospheric San Siro Stadium. Reconstructed to a superior level of detail and adaptability, it features an impressive 5 million individual blades of grass, offers full flexibility and control over 152 lights, independent movement of all 80 thousand football fans in the crowd and updatable sponsorship boards, TV screens and pitch patterns.

Lukaku and Griezmann take visitors through a series of eye-to-eye trials, coaching them as their training buddies and sharing their tips and passion for the sport; they are then scored on their performance. At the end of the experience, the stadium comes alive with confetti canons, fireworks, and a cheering crowd.

Alternatively, the Training experience transports participants into ‘The Gym’ a London-based warehouse to train with Lewis Hamilton, who takes them through three trials; ladder, jab and jump, going head-to-head with their idols to develop their skills to be forever faster.

The Skills Cube went live on 29th August on the day of the PUMA 5th Avenue flagship store opening, bringing fans closer to the brand and its ambassadors.

https://greenroomdesign.com/our-work/puma-immersive-digital-experience-skill-cube-5th-avenue-flagship-store/