® HUGO BOSS - STORE OPENINGS

This a project I did together with Schokolade Filmproduktion. They were invited to pitch for the assignment of developing a holistic marketing idea and communication concept across multidisciplinary channels for the renovation period of key stores and opening of new stores worldwide. These are only concepts and layouts that were pitched to the client. For the pitch, 2 routes were presented.

THE IDEA:
The renovation period is a small glitch in the system. HUGO BOSS

is rebooting for something completely new and fresh.

Using the facades and the hoardings of the stores as the center piece of the concept, everyone is invited to “glitch” it using their mobile devices or even from home, through a Facebook app which streams live the facade of the stores. Individual, unique and customized hoardings are produced making a constant metamorphosis of the HUGO BOSS stores during the renovation period. Relying heavily on the social media factor, all this content is shared by the user and it is used for communication in other channels.

HOW IT WORKS:

The hoardings are interactive boards, where the passers by and people on the online store are invited to connect to it either via a specially designed app or just logging to a website and interact with the facade.

Rebooting it, they customized it, glitching the images and making their own unique facade. The images could be aligned with the windowshop’s theme, or even images that the users take with their smartphones. Using glitch art we reconstruct the image making even the most boring images, graphically surprising and interesting.

Besides that, even images from the city, where the store is opening, could be used.

For example in London, the image of the london bridge or pictures of the underground tube logo.

Inviting people to reboot it, they interact with the facade, changing it with glitch art and

transforming it into really bold, colourful, eye catching images, and finally making their unique facade.

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The idea is very scalable. It can be as big as the whole facade of a building or It could be smaller like this example in NY at the Columbus Circle.

The way it is produce is also adjustable. It can be the whole hoarding made of LED screens showing the rebooted images, or just a couple smaller LED screens (the green HUGO BOSS logo area), and print the best Rebooted images on the hoarding every month or every 2 weeks.

So for example, if someone wants to interact with the facade, they could use a free wifi spot at the hoarding..

and connect to it. Accessing an app or just a website, they are able to reboot the facade.

Once the person has glitched the image, it is displayed on the screens. The hoarding is “Rebooted”. The image gets posted to the person’s social media profiles with a special link where he or she can buy at the hugoboss.com with a 5% rebate (or anyother kind of special promotion).

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The social media component in this route is vital. Every Time someone reboots a facade it gets shared to the person’s social media profiles, and uploaded to a digital Reboot gallery. “Florian Just Rebooted HUGO BOSS NY Columbus Circle.” Besides the discount, the images with more likes have the chance of being printed as the hoardings of the stores (in those cases where we don’t use the whole facade with LED screens).

Facebook could be used as the digital hub for the opening of the stores and to follow the reboot process of every store around the world. It is called: /*.Hugo Boss >> Reboot. It is a place where content about the opening of the new stores is share, where we host the digital Reboot Gallery, where people without smartphones can also make Live Reboots of the facades through a Facebook app, and also where people can download the REBOOTgram filters to use with instagram.

This tab is the REBOOT Gallery Here is where all the reboots of the facades and all rebooted images are hosted. People can like the images, and the ones with more likes get special deals on the online store and also could get printed as the hoardings. As an extra activation, those images with more than 50 likes get printed in cotton paper and sent by post mail to the person.

This tab is where people can download the REBOOTgram appThis is a special set of glitch filters that people can use with instagram. The concept of reboot goes beyond just the store facades, and it rides along with a really successful trend which is photo sharing. People that share the images using the hashtag #HUGOBOSSreboot get their images uploaded to the Reboot Gallery too, and take part in the special promotions and activations.

This tab is the LIVE REBOOT. Here people without smartphones can also Reboot the stores’ facades.

A camera will live stream the facade to this page, and using glitch art they are able to Reboot the facades

and be part of the activation. Whoever takes part is redirect to the online store to use their voucher.

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For the packaging both sides of the bags are used. In one side is the normal image and on the other side is the rebooted one with the reopening date of the store in that city. The packaging is thematic. In london an image of an important landmark in the city, like the London Bridge, is rebooted.

And in NY the same happens using an image of Times Square in one side,

and on the other side the same image reboot with glitch art.

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As an offline CRM support direct mails could be sent by post, using holographic paper.

Depending on the angle that you look at it, you see either the original image or the rebooted image.

The Direct mail informs about the opening of the stores

or invite people to shop at the online store during the renovation.

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As a business opportunity, a special collection could be designed. A really exclusive one, that could be purchased only on stores that are being renovated, or on the online store during the renovation, available for those who have “rebooted” the stores’ facades. The collection is, naturally, inspired in glitch art.

THE IDEA:
How do we generate anticipation around the opening and renovation of amazing new HUGO BOSS stores? Easy, we use the whole facade of the stores as a huge countdown. Making an astonishing “visual noise” that no one in the city will be able not to notice it. New stores = transformation time.

HOW IT WORKS:

A huge classy HUGO BOSS wrist watch will count with its hour hands, minute hands, second hands and the calendar, every single second left for the grand opening of that store.

The time left for that store to open is also displayed with big numbers, because we could use them for special activations later on. Besides that it is also very functional, because everyone will know how long will it take for the store to be fully functional once again.

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The background could be made in different ways. It can be LED screens, or even make it completely analogic,
using overlaid colored foils to achieve these hypnotic patterns.

There are a lot of different store sizes, and also different situations. Sometimes the store will be completely closed, sometimes it will be half open, and sometimes will be a completely new store. So this idea could be scalable to every need. Smaller shops could have only one watch. Bigger stores could have 2 watches. The sizes could also change. As well as the way the background is done: LED vs “Analogic”.

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As a special CRM activation, a limited edition of Hypnosis watches will be designed.

Using patterns to illustrate the background of the clock’s hands.

Email marketings where the clock’s hands are animated, using dynamic html, display the actual countdown in the mail, showing exactly how many days, hours, minutes and seconds for the new HUGO BOSS store to open. Also Offering special deals, informing of the progress of the renovation and so on.

As a classic direct mail to be sent via post mail, a foldable alarm clock

which counts down the time left for the store to open or reopen.

The direct mail is made of a really thin alarm clock’s displays.

Once it is completely folded it becomes a countdown to leave over your desk.

This way no one will miss the opening of the new store.

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For the opening events invitations are designed using the same “analogic” technique used for the hoardings.
Overlaid foils and printing techniques make this hypnotic invitation.

Simulation illustrating how the overlaid foils could work together to make the desired effect in the invitation.

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Facebook could be used as the digital hub for the opening of the stores and make this global countdown for all the new stores. It is called: Hugo Boss Transformation Time. It is a place where content about the opening of the new stores is shared, it shows all the countdowns around the world, it makes live streams of the facades with the watches and even special timed promotions.

Like for example the Deal Hunting Time tab. It is a tab with the countdown of the store.

It is either a live stream of the facade of the store, or just a synced countdown.

To drive traffic to the online store, we use special combinations of numbers to make special quick promotions. So when the clock counts: 22 days, 22 hours, 22 minutes, 22 seconds,

HUGO BOSS makes a special deal for the people who are following the renovation process:
for the next 22 minutes, 22% discount on the online store. This could be done as often as needed.

The promotions could be customized, and it doesn't need to be restricted to Facebook.

It could also work in other channels like twitter and pinterest.

Or even as a widget for you to download to your smartphone.

An app to check the hours on your phone, designed as an iconic countdown watch.

But it is not just a watch. It also counts down the opening of the store near you,
and when it gets to a special time, another quick promotion is released: 3 days, 3 hours, 3 minutes, 3 seconds... Your phone starts displaying the special deal time...

and you get a push notification to your phone telling you about the special deal:
for the next 3 minutes buy 3 pieces and choose one for free. Visit the HUGO BOSS online store now! The better the promotions are, the faster they are. So if you follow the countdown for the Transformation Time your chances of making a good deal are big!

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The same could be done for screensavers and desktop widgets.

For packaging, the hypnotic patterns are used to make great looking and “loud” shopping bags.
Everyone will notice them in the streets. On one side we have our claim: Logo + Transformation Time