Metzingen – On October 22, HUGO BOSS will be opening a store at 401 West 14th Street that features an absolutely unique interior design and merchandising concept created exclusively for this location.
Inspired by the special flair of the Meatpacking District, a design was developed in conjunction with star Italian architect Matteo Thun which integrates harmoniously into the streetscape yet makes its own standout statement. For the first time the highlights from all the HUGO BOSS men’s and women’s collections will be showcased jointly, here in the 350m2 (approx. 4,000 sq.ft) venue. The result is a distinctive, boutique-like environment that fuses the brand worlds of HUGO and the diverse BOSS lines into a “total look.”
While a rough-hewn architectural mood predominates at the streetside front of the store, a warmer, more intimate atmosphere infuses the back. Sumptuous red velvet curtains and elements made of dark spyglass set a luxurious tone beneath a golden ceiling. This elegance counterpoints the location’s gray stone floor and exposed brickwork, both of which have been preserved in their original state. Diamond shaped structures in wood extend throughout the interior, creating an airy ambiance. Add furnishings in bronzed metal, leather and velvet – and an atmosphere ensues which mirrors the quarter’s urban and creative charm. Designed in cooperation with the renowned light artist AJ Weissbard, an elaborate illumination system – which produces lighting effects that react to the weather and time of day – rounds out the original concept.
“This special, globally unique store concept is a tribute to New York and the Meatpacking District. When collaborating with Matteo Thun, our goal was to create something exceptionally distinctive that both reflected the character of its surroundings and forged a symbiosis with our collections,” commented Philipp Wolff, Director of Communication at HUGO BOSS AG. Matteo Thun noted, “The wooden framework cocoons the interior of the store, symbolizing the interconnectedness of the various HUGO BOSS lines and as such comprising an architectonic manifestation of the corporate identity. The interior assimilates the anima of the Meatpacking District, embracing an austere aesthetic that is attuned to the genius loci.”
Beyond its venue in the Meatpacking District, HUGO BOSS is represented in New York by three further directly operated locations: BOSS stores at Columbus Circle and in SoHo, and a HUGO store on Greene Street.