Brand strategy agency, PRODJECT, approached Square Design Inc. about executing Puma’s entrance concept for their carnival-inspired runway show for Spring/Summer NYFW that celebrated the 25th anniversary of their classic Mostro sneaker. The Armory laid space to the dark, amusement park-esque theme consisting of refurbished rides and props. Travis Scott led the creative vision, and as a nod to the shoe sole, we fabricated two flanking 30 ft “spiked” walls leading into the main space. They consisted of a CNCed grid frame in which we mounted hundreds of black traffic cones, designed to appear as a rolling wave once the cones were affixed.