Available from March 2008
A project in support of the Serpentine Gallery Education Programme.
PUMA have partnered with the Serpentine Gallery to create The Reality Bag for Spring Summer 2008.
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.
The Reality Bag will go into select stores worldwide in January 2008.
PUMA® is the global athletic brand that fuses influences from sport, lifestyle and fashion. PUMA’s unique industry perspective delivers the unexpected in athletic and lifestyle footwear, apparel and accessories, with technical innovation and revolutionary design. Established in Herzogenaurach, Germany in 1948, PUMA distributes its to over 80 countries.
For further information and stockist please visit www.puma.com