Skepta Shared Reality

Immersive Experience

The centre of the cultural archive

The shared reality experience sits at the centre of the page. Editorial layers, spatial prompts, product context and access cues orbit the environment without pulling attention away from the moment itself.

Pryntd shared reality portal

The Skepta Tour

Scene navigation Jump into performance moments, product placements and architectural viewpoints.

Audio presence Visual layers respond to the energy of grime performance and crowd memory.

Contextual commerce PUMA and MAINS discovery lives inside the environment as part of the cultural record.

The experience is designed as a preserved cultural room. Users can move through Tate Modern, revisit the atmosphere, feel the scale of the architecture and return to performance fragments that would otherwise disappear into phone footage and memory.

Pryntd keeps the event spatial, emotional and discoverable. The moment becomes something people can enter again, not only something they can watch from the outside.

Interaction Layer

Presence with context

The overlays can be closed individually or recalled from the control beside The Skepta Tour, keeping the scene clean when the user wants full immersion.

Move freely Jump moments Discover products

Scene Two

Skepta x MAINS enters shared reality

Scene Two expands the world beyond Tate Modern into Skepta x MAINS, his own clothing brand and one of the clearest expressions of his identity as a designer, storyteller and cultural architect.

In December 2024, the MAINS London pop up became another glorious Pryntd shared reality. The space captured Skepta's formative years by opening into his childhood room, allowing audiences to step inside the textures that shaped the artist before the global stage.

Users can look around the posters on the wall, study the bed covered with a MAINS sheet and duvet, see the retro console on the floor beside a television, sit with the detail of the bin bags and relive the emotional language of childhood memory.

Across the room, the latest MAINS collection becomes contextual commerce. Users can move around the space, discover more items, shift through additional viewpoints and shop the pieces from inside the shared reality itself.

Childhood room MAINS collection Contextual shopping Formative memory

Shop MAINS Read The Context

Skepta MAINS pop up childhood room installation — Childhood room

MAINS bed set and nostalgic bedroom detail — Bedroom detail

MAINS London pop up product and room detail — Product memory

MAINS London Season Two collection image — Shop the room

The Coldest Drop Yet

A convergence point for music, fashion and memory

Skepta stands as one of the most celebrated figures in UK music culture. As a pioneer of grime, founder of Boy Better Know and a global creative force, his influence stretches across sound, style, identity and the language of modern British culture.

PUMA collaborating with Skepta carries more than product significance. It brings streetwear, performance, design and cultural authorship into one frame. When that collaboration enters Tate Modern, the symbolism becomes even stronger.

In late October 2024, the immersive PUMA activation brought fashion, music, performance, community and cultural memory into an institution recognised around the world. Grime culture entered an iconic cultural space with the force of lived history.

This was not simply an event. It was a convergence point. A multidimensional cultural archive. A preserved shared reality.

Feel Present In The Moment

Shared reality turns memory into place

Users can move freely through the environment, jump directly to each MC's performance segment, explore Tate Modern, interact with displayed products, experience the DJ perspective and revisit moments repeatedly.

DJ POV

Skepta

JME

Chip

D Double E

Ghetts

Shared reality gives the moment depth. People who attended can relive the memory. People who missed it can experience presence. Disabled audiences can participate more equally. Global audiences can discover culture without the barrier of geography.

The back to back performances, the Boy Better Know legacy, the pressure of the crowd and the atmosphere of Tate Modern become spatial storytelling rather than a flat recap.

01Memory becomes navigable through spatial performance segments.
02Presence becomes available beyond attendance, distance and physical access.
03Grime culture is preserved with emotional texture and digital permanence.
04Culture is discovered contextually through movement, sound, product and place.

Shared Reality Commerce

Commerce becomes part of memory

This is not traditional advertising. It is contextual commerce, immersive discovery, environmental storytelling and culture integrated commerce.

PUMA and MAINS products are placed throughout the experience as part of the environment. Users discover them while emotionally connected to the atmosphere, performance and architecture. Commerce becomes participation rather than interruption.

PUMA Product

PUMA x Skepta Forever NBK

Discover the product through the cultural world that gives it meaning.

Discover The Collection

PUMA Story

The coldest drop yet

Explore the creative story behind PUMA and Skepta's collaboration.

Explore The Story

MAINS Store

Shop inside the memory

Move from Skepta's formative room into the latest MAINS pieces through contextual discovery.

Shop MAINS

Architecture Of Culture

Tate Modern becomes digital memory

Tate Modern carries the weight of industrial architecture, public engagement and global cultural significance. Its scale, surfaces and atmosphere make the activation feel larger than a launch.

Shared reality preserves architecture, atmosphere, movement, sound, emotion and community. The building becomes more than a backdrop. It becomes part of the cultural record.

Accessibility Beyond Attendance

Presence should not depend on being in the room

Many people cannot physically attend cultural events because of geography, disability, financial barriers, social anxiety or mobility challenges. Shared reality reduces those barriers with dignity and imagination.

Pryntd enables people to feel present, represented, connected and included. Accessibility is not treated as an afterthought. It becomes part of the experience architecture, allowing participation to expand beyond the limitations of the venue.

Geography
Disability
Cost
Social anxiety
Mobility

Participation Signals

The audience is larger than the room

Shared reality gives cultural experiences a wider, more inclusive and more persistent participation layer.

0 People in the UK are disabled, making access a central cultural design issue.

0 Disabled people in the UK are part of the audience cultural spaces must include.

0 Hybrid experience design can expand audience reach beyond fixed venue capacity.

0 Immersive storytelling can strengthen engagement when context, agency and replay are present.

0 Global hybrid events market projections point towards hundreds of billions in value.

Explore Every Perspective

A multidimensional cultural system

The experience becomes a layered publication, a preserved performance room, a product discovery surface and an accessibility first cultural archive.

DJ POV

Step into the energy of the set and feel the event from the booth outward.

MC performance jumps

Move directly into Skepta, JME, Chip, D Double E and Ghetts performance moments.

Spatial navigation

Explore the Tate Modern environment with freedom, context and atmosphere.

Interactive product discovery

Encounter PUMA and MAINS products naturally within the memory of the experience.

Immersive scene transitions

Shift through cultural fragments without losing the feeling of being there.

Cultural storytelling

Understand grime, fashion, architecture and community as connected layers.

Persistent memory

Return to moments repeatedly as the archive continues beyond the event night.

Shared participation

Let attendees, remote audiences and global communities enter one cultural space.

Accessibility layers

Design presence for people who are often excluded from physical attendance.

Some moments disappear.
Shared reality lets us stay there forever.

Skepta.
PUMA.
MAINS.
Tate Modern.
Music. Fashion. Culture. Memory.
Converged forever in shared reality.

Pryntd Shared Reality

Unlock Shared Reality

Build accessibility first multidimensional experiences across physical and hybrid worlds with Pryntd.

Unlock Shared Reality

Skepta x PUMA at Tate Modern