“Working with Julia Peyton-Jones and Hans Ulrich Obrist, PUMA created The Reality Bag as part of its ongoing commitment to helping support young talent. PUMA will donate US$100 to the Serpentine Gallery’s Education and Public Programmes from every bag sold, which represents an integral part of the Gallery’s long-standing commitment to supporting art, architecture and design.
The Reality Bag is an exciting new product, adapted from the PUMA Urban Mobility Edition Bag, which launched last season. The Reality Bag is designed to reflect the world inside and out through a clever use of innovative materials and design detail. To develop the concept of this original accessory, the Serpentine Gallery invited artist John Armleder to create its look and feel. Armleder also created the concept of the content and invited young artists to create artworks to go inside each of the 1000 Reality Bags. This makes The Reality Bag an original, multiple artwork containing original pieces by the artist himself and by invitees including John Trembley and Philippe Decreuzat. Many other artists will contribute books, DVDs, or anthologies, as Armleder plays with the idea of the bag as a portable gallery. The result is a truly individual work of art.”
Definitely an interesting project and the right direction by Puma. A couple of months ago we were a bit worried about the direction of the brand. Once a sport brand, they are now more known for their fashion inspired collections and collaborations. That of course also makes business more volatile, because trends can be over at a certain point of time. But so far, Puma does not seem to slow down, and in part that is due to special projects such as this one.
The Reality Bag will go on sale at select store as of January ’08.