Our studio had the opportunity to contribute to the bold transformation of HUGO BOSS, an iconic brand undergoing a profound redefinition of its identity. The project focused on the strategic division of “HUGO” and “BOSS” into two distinct lifestyle brands, each with its own visual language, target audience, and marketing philosophy.
This change was not just aesthetic: it reinvented the very core of how these brands interact with their respective communities. Our role was to translate these new brand identities into spatial experiences, designing a flexible pop-up retail system adaptable to different locations and scales.
Rebranding – BOSS
For BOSS, the re-branding narrative revolved around empowerment, confidence, and individuality. The brand targets a millennial audience with a tone of self-determination: writing one’s own rules, living on one’s own terms, and becoming one’s own BOSS.
Visually, this was communicated through a premium yet minimalist palette of black, camel beige, and white, reflecting sophistication and clarity. Our design direction for the BOSS pop-ups focused on elegant modularity, subtle contrasts, and clean lines, creating a space that echoes the brand’s refined and bold essence.
Rebranding – HUGO
In contrast, HUGO targets Generation Z: rebellious, expressive, and nonconformist individuals who create trends, rather than follow them.
HUGO’s new identity is bold and uncompromising, enlivened by vibrant red accents, graffiti-inspired typography, and sharp monochromatic contrasts. For HUGO’s pop-up environments, we developed an energetic and urban spatial narrative, incorporating street-style visual elements and unconventional layouts.
The goal was to create immersive experiences that resonate with a young, style-conscious, and digitally native audience.
Our team developed a comprehensive modular furniture system and a material catalog adaptable to four predefined pop-up sizes: small, medium, large, and extra-large. The system ensures visual consistency across all installations while allowing for creative flexibility and local adaptation.
Each module was designed with both display and interaction in mind, emphasizing functionality, scalability, and brand storytelling. The result is a cohesive design language that spans across brands, linking strategic branding with practical and tangible execution.
