boston: puma city debuts

celebrating the return of its competition sailboat, il mostro, to north american soil, puma inaugurated its lot-ek-designed mobile retail store puma city on sunday at fan pier in boston. superfuture got an in-depth look at the 11,000-sq.ft three-story structure, built from 40-foot-long steel, shippable containers [and a few notable pre-released sergio rossi, mcqueen and clyde styles]. not only does puma city carry a wide spectrum of puma products, from the latest sailing and official volvo ocean race 2008-2009 collections to new puma x kozyndan sneakers and colorways for its bikes, it also happens to double as a cool event space, complete with long bar, lounges and overhanging deck, for the next three weeks till the puma crew set sail for ireland. [earthwatch and local mag stuff have all already held parties here. click [here] for the full puma event roster. true racing addicts, meanwhile, can tune into puma’s own reality series online trailing il mostro at ripe tv. it’s up to episode 7 in a series of 32 three- to nine-minute videos documenting the plucky sailors throughout their 10-leg trek that ends in st. petersburg next june. the crew will have you know it’s no fun eating freeze-dried food for nine months, but then again possibly nothing’s quite as sobering as the tiny hull and even tinier 'restroom' we glimpsed aboard puma’s avanti training boat.