Hugo Boss "Be Your Own Boss"

Interactive Window Experience

• A personalised and interactive digital experience celebrating the launch of Hugo Boss’s Regent Street store and the "Be Your Own Boss" collection.
• Created for Hugo Boss while working at OMM Agency in collaboration with developers and  other designers.

The Problem/Challenge

Context

• To promote the opening of their Regent Street store and the new "Be Your Own Boss" collection, Hugo Boss wanted an interactive, shareable experience that would resonate with their clientele and increase foot traffic.

The Challenge

• Appeal to Hugo Boss’s traditionally understated clientele with an experience that felt stylish and sophisticated, yet innovative and engaging.
  
• Work with new technologies (ZED II camera, projector, and piezo film) to create a seamless, personalised window display.
  
• Ensure the experience encourages users to visit the store and engage with the brand.

The Approach

Research

• Studied user interaction trends with retail technology and experiences.
  
• Explored how transparency technology (like piezo film) could be integrated with digital campaigns.

Concept Development

• Designed a user-driven "takeover" of the store window using mobile-controlled avatars styled with Hugo Boss’s latest collection.
  
• Focused on blending technology with the premium aesthetic of the Hugo Boss brand.

Constraints

• Limited familiarity with the new technology required rigorous testing and iteration.
  
• Ensuring smooth integration between microsite interactions and the physical LED display.

The Process

Design Development

• Created wireframes and interactive prototypes for the microsite and user journey.
  
• Designed avatar customisation options featuring the Hugo Boss collection.
  
• Developed transitions and animations for the LED screen to seamlessly switch between campaign content and user-generated designs.
  

Key Decisions

• Leveraged piezo film to make the window interactive while maintaining a clean, minimalist storefront appearance.
  
• Incorporated a reward system (gifts) to motivate users to complete their design and visit the store.

Collaboration

• Worked closely with developers to integrate real-time interaction between the microsite and LED display.
  
• Coordinated with another designer to ensure the experience was visually consistent with the "Be Your Own Boss" campaign.

The Solution

Final Design

• An interactive window experience where users styled avatars in real-time with Hugo Boss outfits, displayed on the store's LED screens.
  
• A microsite allowed users to scan a QR code, select an avatar, customise its look, and submit their design to win a reward redeemable in-store.

Features

• Transparent piezo film for dynamic, interactive content display.
  
• Real-time synchronisation between the microsite and LED screen.
  
• Campaign visuals seamlessly integrated with user-generated content.

Results and Impact

Outcome

• Successfully drove foot traffic to the Regent Street store by incentivising participation with in-store rewards.
  
• Increased engagement and brand visibility, with users sharing their interactive moments online.
  
• Enhanced brand perception by merging technology, fashion, and personalised experiences.

Reflection

•  This project highlighted the value of innovative retail technology in creating memorable brand experiences while driving measurable outcomes like foot traffic and sales.