Retail Design: Hugo Boss
Collaborative project
Hugo Boss Menswear has the incredible success of selling high quality and expensive suits for men since 1946. Hugo is well known to sell suits to celebrities, business men, groomsmen, as well as younger men. The main objective of this design for this retail store is to ensure that all ages are getting targeted by Hugo’s branding strategies. The idea of a “Socialite” came to mind while trying to get younger generations to participate in the efficient tailoring and luxury of the Hugo Boss experience. A design that is more laid-back, organic, and fun was the best way to go about this concept. Thoughts of a bar scene and a night out was the main trigger that would get all ages to get involved with the design of Hugo Boss.
The goal for the design was a relaxed by sleek environment. We wanted to incorporate warm, rustic tones with wood to give it that 'bar feeling' while still holding on to the idea of high end with various stone throughout the space.
The upstairs fitting room area has a bar/lounge area, to enhance the experience for the guest. A person trying on a suit can relax, and have a drink, along with the party they may have brought when purchasing a suit.
Layered light was included throughout the space, so different atmospheres could be created at different times of the day, just through the lighting. Lighting plays a huge role in a retail environment, as it can compleltlet effect how a person sees themselves, and how they will judge on whether or not to purchase an item. Included throughout the space are pendent lights in different areas, as well as many recessed downlight that may be dimmed, depending on the time of day and situation.
These are some of the finishes picked out for this Hugo Boss store. Warm tones in the wood are incorporated and contrasted with the cool tones of the stone and tile, and accent colours of navy and green.