Wall with BOSS on it with red lighting
Brand Experience

Hugo Boss

Hugo Boss Fall Holiday Press Day

year
2022
capabilities
Project Development
Show Development & Production
Guest Journey
Design & Engineering
Art & Design
Graphic Design & Branding
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Asset Coordination
Fabrication
Scenic
Videography & Photography
Production Management
Service & Support

Hugo Boss sought to delight media, trend makers, and influencers with a sneak peek of its Fall/Holiday collection. The brand engaged TAIT to create a dynamic space that would showcase its commitment to challenging the status quo, inspiring a new generation of fashion enthusiasts in the process.

We reimagined the Hugo Boss office showroom as a vibrant brandscape, featuring dimensional signage between artfully styled mannequins. Streetwear-styled vignettes featured collaborations with brands like the NBA, Porsche, and Khaby. Dramatic lighting and carefully curated displays highlighted the collection's unexpected pairings as attendees got a first-hand look at the daring collaborations.
HUGO in big red letters in store area with merchandise
Two men looking at merchandise
Store filled with merchandise
Every element of the space was designed to amplify the brand's narrative, encouraging guests to explore the collection's versatility and innovative design. From the streetwear-inspired displays to the sleek racks showcasing color-coordinated apparel—this was an experience that blended fashion, art, and storytelling.
Customers looking at merchandise
Customers looking at merchandise

This 360 Hugo Boss experience featured high security to keep embargoed product under wraps until the fall release. Nonetheless, the event generated a powerful buzz around the upcoming collection, with influencers and trendsetters eager to share their experiences. The activation further amplified the brand's reach and cultural impact, while underscoring its commitment to driving evolution as a leader in fashion.

Store with merchandise and BOSS in big black letters
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