DDi - October 2011 - (Page 20)
20 | Design Snapshot
Photo: Courtesy of Dillon Works! Inc.
Celebrating the city
By Lauren Mitchell
Photo: Gary Lupton Photo: Gary Lupton
Hugo Boss’ renovation pays homage to its SoHo locale
he decade-old Hugo Boss SoHo boutique was ready for a fresh look. Housing HUGO, the most progressive of the Hugo Boss labels, the 3,000-sq.-ft. space needed an update to keep pace with its avant-garde merchandise. With this goal in mind, the Metzingen, Germanybased fashion label collaborated with Frankfurt, Germany-based Hollin + Radoske to give the store a more modern feel. “The main theme is about the contrast of elements,” says Andrew Braun, director of store development, Hugo Boss. This idea presents itself throughout the store, from the cashwrap, where polished chrome lies against rough wood, to the center of the store, where contemporary merchandise is displayed near classical white columns. The opposing elements, along with the pop of red accents and dramatic lighting, pack a punch that appeals to the fashion-forward SoHo shopper. Beyond fitting the chic vibe of its 132 Greene St. address, the space makes direct reference to its location with a bas relief wall treatment presenting a grid of Manhattan streets. By Mukilteo, Wash.-based Dillon Works! Inc., the large-scale map displays the area from a bird’s-eye perspective and is entirely gray—except for one eye-catching red block representing the Hugo SoHo boutique. With two sections, the largest being 40-ft.-by-14 ft., and lighting to give a shadow effect, the wall treatment is a standout within the space. “This Hugo store was planned, designed and executed specifically for this location,” Braun explains. With unique, modern details, the design team creates a store fit for trendsetting SoHo. Just as the clothes it houses, the Greene Street boutique exudes contemporary lifestyle and captures the young urbanite with its design.
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Table of Contents for the Digital Edition of DDi - October 2011
DDi - October 2011
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Channel Focus: Bridal
Aura
State of the Retail Design Industry Survey
APP Exclusive: Bonus State of the Retail Design Industry Survey Charts
Right Light
In-Store Technology: Duane Reade
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco
DDi - October 2011
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