HUGO BOSS - BOSS ORANGE LABEL SHOP CONCEPT

CONCEPT | MARCH 2002

The competition task was to create a global shop concept for the brand ‚Boss Orange Label‘, the Hugo Boss leisure and sports label. In addition to the modification of existing shops, a total of 300 new ones were going to be opened.

The most important design feature was to replace the conventional shelf systems, which are mounted to the wall, with moveable gondola-displays hung from the ceiling, which could be arranged at will. Additional standing elements for product presentation (shoes, bags, etc.) were developed for the base, which also act as base elements for the freestanding display gondolas. The room assembly was developed from the ceiling height downwards to eye level whereas most shop construction systems work the other way round, from the floor upwards.

The changing rooms were designed as Corean boxes in which there are Venetian mirrors. They are also equipped with a device to call for assistance as well as an integrated LDC screen for product and information presentation. In addition to Corean anodised aluminium was used for the display gondolas, aramide clad/laminated paper comb material for the filling of the gondolas and white oiled oak boards for the flooring.