Back in July, PUMA brought a pop-up concept to NYC in celebration of the 2010 FIFA World Cup. In addition to a retail space which offered replica jerseys and other soccer apparel, the “experience” included a beer garden where fans could kick back, socialize and watch the games.
This time around, the brand is “socializing” on the West Coast. The PUMA Social Club LA is a 6,500 square foot venue located in the Sunset Towers on Sunset Boulevard (until October 28th). It is a both a pop-up retail shop and nightlife venue meant to pay homage to “social sports” such as darts, pool, foosball, bowling and table tennis.
With this new space, the sports-lifestyle company salutes competitive moments off-the- field. “We [PUMA] applaud the champions of late night games, from ping pong to foosball to phone numbers, and we wholeheartedly encourage the 5 a.m. cab over the 5 a.m. run.”
At night, the PUMA Social Club LA hosts a wide variety of eclectic programming featuring “social sport” events, music, lounging and spending time with friends. Visitors will have a chance to enjoy foosball, video games and table tennis matches in a space that is characterized by neon lights, plush, hip furniture and even chalkboard walls.