Puma City opened in Boston today.

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It’s a retail story/nightclub that follows the Puma boat in the Volvo Ocean Race around from Rio, to Boston, to Ireland and Russia — setting up shop and welcoming folks.

Oh yeah, it’s also made from recycled shipping containers and written up by design folks like Apartment Therapy and 2Modern.

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Lots of great companies do great products and experiences - Aloft is a great example we’ve fawned over.

Puma city is sheer brilliance.  How does a brand establish itself as hard-core… with style and soul?  A boat race around the world is a gutsy take.

But the brilliance is in the timing – doing more with less, reusing what you have - which has eco folks far and wide taking notice (check out Treehugger’s take).

Not just being different - but smart - with style - and soul.