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PUMA in the VOR

October 14th, 2008

PUMA Makes a Spectacular Entrance to the Volvo Ocean Race

kubik installs unique PUMA hospitality pavilion

The opening of the Volvo Ocean Race Village in Alicante last week marked the official start of the 10th edition of the world’s toughest yacht race and the first year that PUMA has participated.

PUMA’s presence in the Volvo Ocean Race is part of its on-going global marketing strategy to expand its brand and products into sailing and lifestyle collections. In line with the spectacular design of their boat, “Il Mostro” PUMA unveiled a brand-new hospitality pavilion called PUMA City, which is open to the public in the race village.

Designed by New York-based architects LOT-EK, PUMA City is a tour de force of architecture and design, a massive 11,000 square-foot structure made from twenty-four, forty-foot long steel shipping containers, each weighing eleven tons. The containers form a unique new hospitality concept combining a merchandising store with a night club setting. kubik Inc., one of the world’s foremost experiential marketing and environments companies, was appointed by PUMA Ocean Racing to aid in the installation and dismantling of PUMA City.

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