Since 1999, the PUMA Speedcat has been a symbol of sleek, low-profile design inspired by the world of motorsport. After conquering the streets globally, Speedcat returned to Sofia for a fresh challenge.

Execution

We transformed a first-floor window of Sofia’s National Academy for Theatre and Film Arts into an urban ignition point — a racing-inspired installation that merged everyday traffic elements with the attitude of street fashion

Passersby could activate the installation by turning a real car key starter.
In response, selected mirrors transformed into video displays, showing city characters styled in PUMA Speedcat.

Each sequence ended with a unique message and personal promo code — rewarding participants with in-store discounts and driving foot traffic straight to the Puma store.