Puma/YSL | Jarrhette Burke

Experiential Design, Luxury Branding & Immersive Digital Environments

Client: Puma / YSL

Role: Creative Director / Lead Designer
Scope: Creative direction, brand systems, UX, and digital + physical experience design
Reach: Global brand audiences, invite-only executive and influencer events

The
Challenge

Both Puma and YSL needed to create digital experiences that didn’t feel “virtual.”

They had to feel exclusive, premium, and emotionally engaging—on the same level as an in-person luxury event.

The challenge was:

How do you make a website feel like an experience?
How do you translate physical brand energy into immersive digital space?
How do you make invite-only audiences feel like they’re stepping into something rare?

For both brands, the experience had to feel:

Cinematic
Intentional
Designed, not templated
Worthy of the brand name attached to it

The
Vision

Design digital spaces like real environments.

Not pages.
Not websites.
But rooms. Atmospheres. Moments.

I treated each project like spatial design:

Where does the user enter?
What do they feel first?
Where does their attention move?
How does the brand reveal itself?

Luxury and performance brands don’t communicate with information alone.
They communicate through emotion and presence.

That’s what these experiences had to deliver.

The
Execution

PUMA

Lead Designer, Experiential & Digital Events

Designed and led creative direction for private, invite-only Puma experiences including Puma Run and Puma Faster.

Designed fully branded, multi-page mini-sites functioning as immersive environments
Each page acted as a “room”:
- Live DJ streaming
- Chat spaces
- Interactive social areas
- Brand storytelling zones
Directed UX flow, visual identity, and spatial composition
Designed swag bags and physical branded merchandise shipped to attendees
Unified digital and physical brand experiences under one creative system

YVES SAINT LAURENT (YSL)

Creative Director, Experiential Design – “Y by Lenny Kravitz”

Creative Director for YSL’s private digital launch event for Y by Lenny Kravitz.

Designed a luxury, multi-page digital experience featuring:
- Live performances
- DJ sets
- Real-time chat
- Immersive brand storytelling
Owned all creative direction and visual execution
Built a cinematic environment aligned with YSL’s global luxury standards
Designed physical swag experiences shipped to invited guests

The Impact

Elevated digital experiences to feel exclusive, premium, and cinematic
Demonstrated how brands can create emotional presence in virtual space
Unified physical and digital design into one luxury experience system
Proved that experiential design doesn’t require a venue—it requires vision

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Almost 2 decades of excellence ⬇

Netflix
Puma

The Challenge

The Vision

The Execution

The Impact

The
Challenge

The
Vision

The
Execution