PUMA returns to Paris Fashion Week this June to unveil a new collaboration with designer Salehe Bembury. Launching at 18 Rue Saint Gilles, the brand will open a three-day experience built around Bembury’s first lifestyle silhouette for PUMA, the Velum. The sneaker incorporates PUMA’s NITROFOAM technology and will debut in a space that mirrors Bembury’s design language, rooted in organic surfaces and shaped by engineered detail.
SNEAKERS
The experience will begin on June 25 with a private preview, followed by a limited pop-up release at noon, when 100 pre-release pairs of the Velum will become available to the public. Bembury will attend the event in person, signing sneakers and meeting visitors. The space will remain open to the public until June 27, offering an extended look at the Velum and the creative process behind it.
Inside, the installation will function as a sculptural lab. The Velum will sit at the center as a design artefact under observation, surrounded by surfaces that evolve from the sneaker’s texture. The floor will ripple beneath guests, while walls and ceilings carry the same biomorphic forms that define the shoe. Every detail in the room connects to Bembury’s design cues, removing any separation between product and environment.
Rather than isolate the sneaker, the installation will expand on the concepts behind it. Bembury draws from natural form and function, creating footwear that curves, folds, and shifts with the motion of the body. The shoe’s use of NITROFOAM offers responsive cushioning, while the surface language resists symmetry and introduces visual texture that recalls natural materials.
In addition to the Velum, PUMA will include pieces from the H-Street installation that first appeared in Seoul. This section will preview a new low-profile silhouette, giving visitors early access ahead of its official launch later in June.
The experience will remain open from June 25 through June 27, turning Rue Saint Gilles into a temporary space for conceptual design and product preview. PUMA’s approach moves beyond showroom presentation and instead focuses on spatial storytelling. This direction supports the launch of the Velum while also positioning Bembury as a long-term creative partner for the brand.
