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Published
Jun 7, 2012
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Hugo Boss reveals its new store on the Champs-Elysées, Paris

Published
Jun 7, 2012

It’s a huge event for Hugo Boss, and justifiably so. The German label has just unveiled the new concept for its future global flagship stores in Paris. The CEO of Hugo Boss, Claus-Dietrich Lahrs – who knows Paris well from his time as director of Christian Dior Couture – highlighted the importance of Paris thanks to both its existing customers and the hordes of tourists who pass through.



After months of work, the flagship store on the Champs-Elysées is ready. Firstly, the retail surface has increased from almost 12,000 square feet to 13,200 – precious square footage has been gained from the stock rooms meaning that there’s a proper accessories section on the ground floor and also space for the Selection line. But above all, both new and existing customers will discover on entering the store a new layout, with sections dedicated to the range and identity of each different line. The ground floor is taken up with womenswear and Green, the golf and sportswear brand. Orange is found up on the mezzanine with an impressive wall of jeans. The lower ground floor is dedicated to menswear, especially tailoring, with Black and Selection. Thanks to its different brands, the Hugo Boss store on the Champs-Elysées has been able to showcase all of its different styles especially as, since 2011, the label has produced four collections per brand, per year.

The store architecture is minimalist but with a soft edge thanks to the panels of Sudden, a new wall-covering soft to the touch, which cover the walls. Light has become the key element with two huge light fixtures made up of silver wires, which look like starry waterfalls and which illuminate the two light wells in this new fashion temple. The light above the Orange range blinks on and off in beat with the human heart. The space is brought to life with huge vertical LED screens which will display runway shows, notably the most recent one which was held in Beijing.




The store windows that give on to the Champs-Elysées have been resized along with the inside space, going from almost 10 feet wide to 18 feet and becoming a new space for the team of visual merchandisers – who have to create new scenes every month – to express themselves

Claus-Dietrich Lahrs estimates that retail surface has to be at least 4,300 square feet in order to adopt the new store concept. Numerous flagship stores will be renovated and others will open with the itinerary that includes Stuttgart, Shanghai and even Sydney.

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