German luxury fashion brand HUGO opened a standalone store in The Dubai Mall. Spanning 1,518 sqft, the store features the latest concept specifically designed with HUGO’s progressive brand approach in mind.
To convey the HUGO spirit of individuality and authenticity natural materials such as maritime pine and plywood back walls have been combined with acrylic panels and modern components to lend the interior design a clean look. HUGO’s iconic red colour has been applied on various shop fixtures allowing for a strong brand recognition.
The store unveils a seamless integration of interactive digital points that are central to the store’s design and customer shopping experience. The store also features areas where customers can linger and browse a library of international style magazines, enjoy complimentary drinks from the bar and make use of the free USB charging points.
HUGO’s latest Fall/Winter 2018 men’s collection is available in the store, which presents sharp cuts and clean designs that stand outside of the status quo. With tailoring at its core and a strong casual influence, HUGO questions the established notions of menswear to create clothing for those who lead rather than follow.
The store features the HUGO reversed logo collection, designed with the selfie nation in mind. This capsule has already become a firm favourite amongst the @hugo_official #iamHUGO Instagram community and will form a core part of the collection available at the store. Customers can visit the store from October 21-31 and create their personalised unique HUGO reversed T-shirt or sweater, with their own name in reversed writing.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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