So not to obstruct visibility of the smaller vendors and displays, organizer of PROJECT trade show usually lined the largest of exhibition booth along the perimeter of the show. This included PUMA and its multiple-function exhibit hall. In line with its Social Club theme, PUMA designed its functional show room with both work and leisure in mind. Live DJ, billiard table, even a faux fireplace all to sooth weary buyers and media personnel that still recovering from jet lag. Cleverly positioned partitions place emphasis on key products for Fall/Winter 2012 seasons, like the just announced entry to GT1 racing by PUMA Motorsport. Now with Ducati in MotoGP, BMW M-Sport in GT1, and both Mercedes AMG and Ferrari in F1, PUMA might just be largest single sportswear entity in motorsports. Right at its corner was the PUMA Black Label, the fashion division with capsule collections from designers Mihara Yasuhiro, Hussein Chalayan, and DASSLER by PUMA. Then there is the eponymous named collection by the late Alexander McQueen. While there were questions about the line’s continuation after the designer’s untimely death in 2010, PUMA worked closely with Sarah Burton, a close friend of McQueen and his fashion label’s current creative director, to bring a collection not just as a memorial but a celebration of McQueen’s unmatchable talent.