A space to break the monotony

Puma Social Club, located above its Sustainable Store on 100 Ft Road, Indiranagar, is all set to be launched. For its opening weekend, it will feature the ‘Keep It Real Nights’, a three-day indoor Electronic Dance Music (EDM) festival that showcases the evolution of dance music in the country.

Not only will there be collaborations and performances by artistes like Jivraj Singh (Jiver), Anil Chawla, ‘Teddy Boy Kill’, Masta Justy, ‘Sandunes’, Tuhin Mehta and ‘Dualist Iniquiry’. Sam (from ‘State of Bengal’), a veteran in global electronic music circles, is also conducting a ‘20 Hz workshop’, the showcase of which will happen on day three.

About the concept behind the club, Rajiv Mehta, managing director of Puma India, says, “We want the club to be a creative space and a spot for anyone who wants to relax and have a few drinks with some good music and entertainment after a long day at work or college. It’s part of a global marketing campaign where we celebrate the ‘After Hours Athlete’. It made sense for us to have this brand extension of an actual space where these people can party.”

While music will be a mainstay of the club, there will also be other creative spheres that will be explored in the days to come — film, theatre, dance, supper clubs, workshops and the like.

“‘Keep It Real Nights’ will take place once or twice a month and attempt to provide something fresh and different to the creative and worldly-wise Indian,” adds Rajiv.

The three-storeyed club is characterised by the concept of ‘upcycling’, which can be seen not only in the wood used for the chairs and other furniture but also in the conversion of VHS tapes into ashtrays, floppy disks into coasters and metal scrap into walls. Making this retro experience even cooler is the ‘Ultimate Play Machine’, a unique pool table-sized machine that has an old typewriter, amplifier, harmonium, gaming console, television set and even drums that have been made into a functional installation by Ayaz Basrai and ‘B.L.O.T’. The festival will take place from July 19 to 21. Tickets can be purchased on pumashop.in/socialclub.