Nahmias x Puma “Daydreaming”. An Immersive Pop-Up Between Fashion, Sport and Pop Culture
The iconic Jean Prouvé Structure Nomade at Maxfield Los Angeles was transformed into an immersive brand environment. Guided by the concept of “Daydreaming”, the project moved beyond a conventional product launch, becoming a walkable narrative, a spatial manifestation of the Nahmias universe situated between West Coast nonchalance, craftsmanship, and contemporary sports culture.
The temporary pop-up translated key codes of the collection into architecture and spatial design. Iconic product details were radically scaled into space-defining elements: oversized charms functioned as sculptural POS markers, while knitted flowers, partially motorized and in constant motion, floated from the ceiling. Their pistils, made from sneaker laces, transformed product components into structural architectural elements, directly connecting merchandise and space.
An oversized crocheted dachshund in the storefront, a tribute to Mimi, Doni Nahmias’ dog, functioned as both an emotional anchor and an iconic urban eye-catcher within the Los Angeles context. High-gloss, candy-colored oversized charms contrasted with handcrafted textile structures, creating a deliberately dynamic material dialogue between pop aesthetics and craft.
The invitation itself became a coin, activating an oversized gumball machine filled with selected custom pieces, dispensing Nahmias objects as collectible fragments of the collection. A world built through details: cast scribbles, crocheted moving flowers, woven shoelaces, textured foils.
At the center of the installation stood a monumental gumball machine serving as an interactive focal point. Visitors could purchase an exclusive Nahmias x Maxfield coin to win limited collectibles and special fashion pieces. This playful element of gamification turned the retail environment into a multisensory experience, activating the space through interaction and performance.
