Bossed in Space

Hugo Boss (New York) will open its premier Manhattan flagship store later this month, what it calls its “store of the future.” A 100-inch “Holo Pro” plexiglass-like digital display on the ground floor of the 22,000-square-foot store will be projected with 3D still or moving images. Customers entering the main floor will encounter a 150-inch video wall, where movies, fashion shows and the like will be displayed. All fitting rooms and lounges will be equipped with mini video monitors. The store will also feature a 50-square-foot art exhibition space and life-size 3D holograms throughout the store.

An Internet Bar on the second floor will serve coffee and beverages while making it possible for customers to go on-line at one of the three Internet workstations at the bar, each with a glass and stainless steel surface. And a “Hugo CafŽ” on the ground floor will open in partnership with New York restaurateur John McDonald, owner of Canteen and Merk Bar. McDonald will oversee both the wine and food menus.

Bang & Olufsen, sponsoring a VIP Lounge, will outfit the room with a sound system and products display. And all sales associates will be equipped with palm top computers and mobile registering systems to ring up sales and avoid long lines at checkout counters.

The store will also feature a 20-person welcoming committee to greet shoppers into the flagship store, take their coats and umbrellas and offer them a beverage; separate boutiques for all of the company's brands (including Baldessarini, Boss menswear and womenswear, Hugo menswear and womenswear, and all licensed products and accessories); and a large selection of avant-garde art and sketch books, and contemporary magazines such as Dazed & Confused, Arena, ID, Wallpaper and V Magazine, available for purchase.

For the opening, the retailer has invited various celebrities to choose their own window display design. To date, says the company, artists (Jeff Koons), athletes (Phil Mickelson and Stephon Marbury), actors (Julianna Margulies, Alan Cummings, Lawrence Fishburn) and musical performers (Mark McGrath, LL Cool J, The Go-Gos and ALI/Will Smith) have committed to design windows.