For 2017, the overall Theme for Sole DXB was 'Tokyo Japan'. Every year, we work very closely with the Marketing, Retail, and events teams from Puma to design a structure that goes beyond just a trade stand, but one, which focuses on experience. This particular year’s challenge was to balance the 4 program elements of the structure; a self contained retail store, a flexible unique ‘Club Room’ room accessible to the rest of the experience, the First FLoor internal and external facing performance space, and the bars.

Taking the influence of modern and traditional Japan both visually and culturally, the overall structure invokes the traditional joinery aesthetic. Elegantly simple details repeated until it develops into a complex overall structure. We were fascinated with the potential of layering. The alleyway - a brilliant idea during our workshops with the clients - became the main artery connecting the different program elements together. Regardless of where you are in the structure, there was always a sense of layering of the different programs and activities taking place on between the two levels and the different working spaces. This stimulus layering of, sound, light, visibility, and activity was what made the concept such a success.