Hugo Boss

VM&RD - - CONTENTS - Chanda Ku­mar

Cre­ated by LIGANOVA, “The HUGO BOSS Love Story”, the lat­est win­dows and in-store cam­paign fea­tured by the brand is a ro­man­tic love story played by the two French char­ac­ters ‘Juli­ette’ and ‘Louis’ who meet and fall in love.

In the city of love and fash­ion, Hugo Boss’ has re­vealed their lat­est vis­ual mer­chan­dis­ing cam­paign “The HUGO BOSS Love Story”, where il­lus­tra­tions and sim­ple car­toon drawings cap­ture the en­counter of two peo­ple in love on their first en­counter to­gether in Paris.

Run­ning from Jan­uary to July this year at the brand’s flag­ship store at the Champs-Elysées, LIGANOVA has de­vel­oped this in­te­grated mar­ket­ing and com­mu­ni­ca­tions con­cept. The cam­paign will be staged through­out the store in four phases via win­dow dis­plays, in­store in­stal­la­tions, on­line ac­tiv­i­ties and POS events.

The car­toon con­cept is a vi­sion of French i l l us­tra­tor Angé­line Mélin, where “The HUGO BOSS Love Story’ is played by the two French char­ac­ters “Juli­ette” and “Louis”. Com­menc­ing with the in­tro­duc­tion of the two char­ac­ters, the story un­folds to de­pict their first en­counter and first ren­dezvous through to their joint dis­cov­ery of the city of Paris. The win­dow dis­plays are ar­ranged as a se­quence as the story un­folds.

In addition to this, a range of other ac­tiv­i­ties await cus­tomers, for ex­am­ple a post­card counter with il­lus­trated themed post­cards for send­ing to loved ones back home and also a full on pop-up-in­stal­la­tion de­pict­ing a Parisian park bench scene adding to the fairy-tale love story.

LIGANOVA has taken the re­spon­si­bil­ity for the con­cept and pro­duc­tion of the in­te­grated cam­paign on be­half of its client HUGO BOSS

“The HUGO BOSS Love Story”, where il­lus­tra­tions and sim­ple car­toon drawings cap­ture the en­counter of two peo­ple in love on their first en­counter to­gether in Paris.

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