Hugo Boss – Retail Design
We were delighted when engaged to develop a new retail expression for the Hugo Boss fragrance range.
During the course of the project we developed a varied and comprehensive toolbox of retail fixtures to be rolled out globally. To ensure that each individual piece remained part of the whole, we took distinct care to define and implement a consistent design language throughout.
As a fashion brand that resonates a timeless elegance and confident sophistication, it was vital to embody these core features into our retail design. In counterpart to the tailoring of a Hugo Boss suit, our resulting retail design conveys a dramatic monumentality of form combined with precise detailing.
In a callback to the fashion house, a pinstriped motif unites the monolithic matte-black forms of the fixtures, whilst specific areas of focus are accentuated through white surfaces, textured back-plates and softly glowing recessed lighting. The monochromatic palette is intersected by fine metallic detailing, which reflects colorful hints from the display packaging.
To view a small section from our animated introduction to the Toolbox please scroll down.