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At Jamaican-Inspired Puma Benefit, a Street Scene Evokes Island Feel

By Alesandra Dubin October 14, 2011, 3:07 PM EDT

A Jamaican street scene evoked island life for Puma at Siren Studios.

Photo: Danielle Klebanow

On Wednesday night, more than 800 people came through the door of Siren Studios for Puma's “Riddim & Run” event benefiting Soles 4 Souls. Among the event's Jamaican-theme looks was a street facade, a play on the island nation's look and feel. The Visionary Group created custom brick walls and commissioned local artist Step “Youseeme” Alverez to graffiti them with familiar Puma branding and images of campaign star Usain Bolt. The street walls spanned 160 feet and along them, Visionary built custom food stands serving local Jamaican flavors like jerk chicken and fried plantains from Bread & Wine Events & Catering. Overhead, Jamaican flags and Puma products hung from a hemp clothesline. “The Jamaican ambience spread throughout the party and the vibe really loosened up the Hollywood crowd,” said Visionary Group's Brian Diamond, who worked with Puma senior marketing manager Ed Choi on the project.

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