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Hugo Boss, New York

Concept: Warm and industrial materials eschew the predictable

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USING WARM AND industrial materials, this Hugo Boss New York flagship eschews the predictable.

1. LIGHT THE WAY

In a state of disrepair, the space’s original pre-war-era ceiling was covered by gypsum board, according to James Dwyer, Senior Director, Store Planning & Construction, Hugo Boss (New York). Below that, a decorative corrugated metal ceiling painted white was added, and presented some challenges when it came to lighting installation.

2. GETTING WARMER

The European/German Oak finishes throughout provide a sense of warmth and balance the industrial feel imparted by concrete finishes. Featured predominantly in the retailer’s “standard concept,” according to Dwyer, “we wanted the juxtaposition of something warm and inviting for the customer, so it didn’t feel too cold.”

3. MARBLE MAJESTY

Choosing to use marble optic finishes for some merchandising touchpoints, like mannequin risers and fixtures, created contrast between the concrete finishes, the flooring and polished metal edging. “The play between the concrete, marble optic and polished metal was really new for us – and fun,” says Dwyer.

4. MERCHANDISE IT

Unlike other locations that typically merchandise three of each apparel option on the floor, this flagship uses a “one-of-each-piece” strategy, elevating the usual experience for shoppers. For the location’s opening, the retailer even brought in recent runway pieces that may have not otherwise been presented for sale.

5. A STEP ABOVE

Though they originally specified a poured concrete floor, designers were hindered by the terra cotta structural supports found under the original flooring; being a pre-war building, there wasn’t enough structural steel in the floor. So large-format, 4-feet-by-4-feet concrete tiles were used to simulate poured concrete.

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PROJECT SUPPLIERS

  • DESIGN AND ARCHITECTURE
    Hollin + Radoske Architekten, Frankfurt, Germany
    Kenneth Park Architects, New York
    Hugo Boss, New York
  • LIGHTING DESIGN
    Visual Terrain, Santa Clarita, Calif.
  • CONTRACTOR
    New York Interior Contracting, New York

EDITOR’S NOTE:Due to an editorial error, the incorrect photography was paired with this project in VMSD‘s September 2021 issue as well as with our coverage on vmsd.com. Instead of displaying the New York/SoHo flagship, the article incorrectly featured images from the brand’s Chicago flagship. The article has been updated to include the correct photography of the New York flagship location. We sincerely apologize for the unfortunate error.

PHOTO GALLERY (19 IMAGES)
📷: Courtesy of Richard Cadan, Fairfield, Conn.

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