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Hugo Boss, New York City

The revamped Hugo Boss New York store’s polished interior shows off the retailer’s ‘superior’ concept.

Hugo Boss’s renovated New York City flagship showcases the German business’s latest retail concept for its worldwide “superior” locations. The store, located at The Shops of Columbus Circle on the southwest corner of Central Park, is one of 10 flagships to be designed in the new concept - the others are Amsterdam, Austria, Moscow, Rome, Berlin, Tokyo and two in Shanghai.

The store operates across 15,000 sq ft of selling space over three floors and is the largest Hugo Boss unit in the Americas. All the brand’s collections are on offer. The interior features a muted colour palette of grey, white and black, with black steel grids with LED strips, fabric wall panels contrasted with bronze-tinted glass, and high-gloss and mirrored surfaces creating a polished interior.

The product itself provides pops of colour and is displayed in glass cabinets, on mannequins and hanging or folded on wall-mounted displays.

One of the store’s defining features is an objet lumière - a contemporary interpretation of a chandelier - situated in the stairwell, which provides a centrepiece to the design and links the various floors.

The store opening on September 26 was celebrated in style. The glass atrium of the Time Warner Center at Columbus Circle was used to screen Anthropocene, a digital exploration of Central Park by Milan-born, New York-based video artist Marco Brambilla. The video art installation was projected onto three suspended 22-foot by 30-foot screens and also shown for a week on the Hugo Boss website, www.hugoboss.com.

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