Hugo Boss opens first Hugo store in UK at Westfield London

Hugo Boss has opened the first Hugo standalone store in the UK with a debut at Westfield London, which, since its recent £600 million extension opened this spring, has taken over from Bluewater in Kent as Europe's largest shopping mall.

Anwar Hadid in the Hugo AW18 collection - Hugo

The location features the latest store concept “specifically designed with Hugo’s progressive brand approach in mind,” we’re told. 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.” 

The brand’s signature red colour has been applied on various shop fixtures “allowing for a strong brand recognition.” The store also features lounge areas designed to encourage customers to linger. These spaces include a library of international style magazines, complimentary drinks from the bar and free USB charging points for any shoppers whose smartphones have run out of juice. 

It all covers 144 sq m of retail space and also features “a seamless integration of interactive digital points that are central to the store’s design and customers’ shopping experience.” This includes a central ‘community wall’ to aggregate user generated content onto a screen. A digital kiosk also reveals branded content that is entirely shoppable via touchscreen.

The store will carry the autumn/winter 2018 menswear collection “with tailoring at its core and a strong casual influence,” as well as the Hugo reversed logo collection, “designed with the selfie nation in mind.” In practice that means a special capsule of unisex T-shirts, sweatshirts and track pants.

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