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Puma concept pops up in Sydney

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Written by Shitika Anand

When you enter this dark and dingy alleyway, you would never expect to find a sneaker heaven behind one of its big black doors. But there's always a first for everything, right?

Located at The Espionage Atrium, Puma has given birth to its first ever pop-up store in Sydney that will showcase the label's range of designer collaborations. Sneaker enthusiasts crowded the George Street venue for the VIP launch on Thursday night. Passer-bys might have confused it for a nightclub, as London's favourite hip-hop Dj MK mixed some underground beats for the gathering. Being served a fountain of champagne, beer and house wines while munching on gourmet finger food, being elsewhere on a weeknight didn't seem appealing at all.

Earlier this week, Australia glued its eyes on the collection's campaign images, photographed by Aussie model-blogger-photographer, Zanita Whittington. Puma upped its own ante by ditching its purely 'sportswear' image and giving a whole new meaning to trendy workout gear. Its latest designer collaborations with Alexander McQueen, creative director of Puma's Urban Mobility range, Hussein Chalayan and Rudolf Dassler, is exclusive to the pop-up store.

PUMA pop-up store launch, Sydney, 31.03.2011

The surprisingly affordable range, starting from $120, is available on shelf in their concept store for two weeks only. The one-off collection contains over 70 styles, including a pair of trendy yoga pants that will take you from the yoga studio to a cocktail bar. Other pieces include colour-canvas pants, bright singlets and edgy accessories.

The graphically designed collection runs on a cobalt blue theme and aims to immensely surprise its sneaker-loving customers.

You can view more social snaps from the launch at the gallery below. Be sure to check out the Sydney pop-up store, which is located on 5/591 George Street (enter via Eager Lane in China town), or alternatively head to Puma's website for more on the collection.

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