Shanghai hosted the debut of the first PUMA x Rosé collection with an immersive launch experience that placed the global artist at the center. Guests stepped into a curated environment designed around Rosé’s creative vision, which transformed the event into a multi-sensory introduction to the collaboration.
The space invited visitors to move through zones that reflected elements of Rosé’s personal world. A runway-inspired entry created the opening impression before leading into the main showcase. The layout encouraged interaction, offering participants opportunities to both experience the clothing firsthand and connect with Rosé’s creative perspective. The artist herself appeared, giving fans a direct connection to the collaboration.
Inside the main space, the collection appeared in a tailored display that allowed for close exploration. A 3D holographic installation presented pieces in motion, offering a new way to view the designs. A custom photobooth encouraged candid moments, while voice recordings from Rosé provided an intimate dimension.
Attendees could experiment with styling on-site by curating their own PUMA x Rosé looks. A letter wall added another personal layer, where fans wrote notes addressed directly to Rosé. Each activation contributed to a launch that went beyond product display, instead shaping an environment that mirrored the creative energy behind the partnership.
Rosé spoke about the launch during the event. “Working with the PUMA team to bring the PUMA x Rosé collection to life has been a fulfilling journey, and celebrating its launch feels very special. It’s an incredible experience to see the campaign come to reality and to see how people creatively style the pieces in their own way. This experience will be unforgettable,” she said.
Discover More About PUMA x Rosé Collection
The PUMA x Rosé collection is available now on PUMA’s website, in PUMA flagship stores, and through selected PUMA stockists. The Shanghai event marked the first step in the collaboration’s introduction, setting the tone for how Rosé’s influence and PUMA’s design will reach audiences worldwide.
