DASSLER’S CAFÉ by PUMA

Dassler’s launched in 2019 as a café, bar, and social co-working space, built as a conceptual link between PUMA South Africa and their top-tier PUMA Select community.

It ran as a fully functioning restaurant and bar, but the real point was subtle immersion. Guests were surrounded by PUMA cultural touchpoints without it ever feeling like a branded stunt. It also became the natural home for Select Sessions parties, launches, exhibitions, and other PUMA moments, with the space doing a lot of the storytelling quietly in the background.

Dassler’s closed in 2020 due to the pandemic, then reopened in 2022 with a refreshed look and feel. Alongside our partners, I was responsible for the ideation, design, and full execution of the Dassler’s concept.

Client: PUMA South Africa
Creative Director: Matt Suttner

Person taking a photo of framed portraits displayed on a counter, with a plant and shelves in the background.
Outdoor seating area of a cafe with yellow chairs, white tables, potted plants, string lights, and colorful wall art.
Young woman sitting cross-legged on the floor, looking at her phone, with sneakers on a table in front of her, in a busy indoor setting with several people, plants, and artwork in the background.
Interior of a modern cafe with geometric patterned floor, white tables and black chairs, hanging gold and purple pendant lights, a decorated bar area with plants and a bicycle on a shelf, and purple lighting accents.
Interior of a modern restaurant or cafe with black and white tables and chairs, decorative hanging lights, a patterned floor, a bar area with shelves, plants, and a neon purple light on the wall.
An art exhibition in a modern indoor space with people viewing photographs displayed on a table and on a television screen. The photographs include a black-and-white portrait with a plant headdress, and others with colorful scenes. The space has plan
Interior of a cafe with purple lighting, decorated with a bicycle, a shelf with nine cat statues, and three framed artworks on the wall, with tables and chairs in the foreground.
Person taking a photo of framed portraits on display at an indoor art exhibit.