PUMA® supports the David LaChapelle exhibition at the Helmut Newton Foundation Berlin

December 01, 2006

David LaChapelle celebrates the HEAVEN TO HELL book launch with a signing session at the Concept Store Berlin


Herzogenaurach, December 1, 2006 – PUMA forms an alliance with the American photographer David LaChapelle and supports the LaChapelle section of the “Men, War, & Peace” exhibition at the Helmut Newton Foundation in Berlin. The exhibition, which also includes the photographers Helmut Newton and James Nachtwey, will run from December 2nd, 2006 until May 20, 2007.

David LaChapelle is a rule-breaking and provocative photographer with a unique visual language. His newly-formed and exciting relationship with PUMA will be celebrated at PUMA’s in-store book signing of his new book “Heaven to Hell” which will take place on Friday, December 1st from 5:30 – 6:30pm.

PUMA and David LaChapelle come together in accordance LaChapelle’s first-ever exhibition at a major German institution. PUMA always works at the forefront of fashion photography with brand campaigns and proudly complements the presence of David LaChapelle in Berlin. The essence of the “Heaven to Hell” book will be showcased in a special exhibition space at PUMA’s Berlin Concept Store in Berlin-Mitte.

A spectacular David LaChapelle designed window display will add to the transformation of the PUMA store. This exciting platform will be accessible to PUMA customers and press alike.

A rare and exclusive opportunity is created by PUMA, David LaChapelle and friends when HEAVEN TO HELL will be sold inside the PUMA store- release date, December 1st 2006. Select meet and greet opportunities will be arranged and a buzz in the creative center of Berlin will be assured in the dedicated PUMA space.

The PUMA LOUNGE at the David LaChapelle event at the Rodeo Club on December 2nd (begins 10:30pm) will showcase a specially-designed artistic print and the best in PUMA’s sport fashion collections. This event with specialty sponsorship by Grey Goose vodka will be the official after-show party following opening night at the Helmut Newton Foundation.

The exhibition opening will be at 7-10pm. The Rodeo Club is located at Auguststrasse 5.