PUMA X BMW M MOTORSPORT packaging - Alexander Calder ©Shane Finegan
PUMA x BMW Art Cars - Alexander Calder
PUMA and BMW M Motorsport came together to celebrate BMW’s Art Cars, a special project that opened the doors to BMW’s extraordinary museum.
The brief from the Motorsport team was to explore the opportunity and create packaging worthy of the occasion, something collectors would be proud to display at home.
Visiting the BMW Museum is a unique experience. Laid out chronologically, it invites you to move through time, understanding not just the cars, but how the brand evolved into what it is today.
Our approach drew directly from this. Each car in the museum is accompanied by a small placard, a quiet invitation to pause, read, and take in the story behind it. It felt important to bring that same connected moment of reflection into the unboxing experience.
Working closely with PUMA’s labelling and packaging team, we designed a box that unfolds with intention. The outer lid lifts away slowly, creating a sense of anticipation. Inside, the structure is enclosed on all sides but one, where a single flap falls open to reveal the story of the car behind the shoe.
The shoes sit elevated on a platform, echoing the way the cars are presented in the museum. Encased beneath a clear cover, they become something to be kept, not just worn, a piece of art in their own right.
PUMA X BMW M MOTORSPORT packaging - Alexander Calder ©Shane Finegan
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