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Window of Inspiration

Spring is aglow with new sights, including some neon-inspired windows at Hugo Boss.



The latest sales figures for April show the retail sector is off to a strong first quarter in 2011. But another way to gauge the health of our industry (at least for VMSD’s editors) is by the number of new and exciting projects presented to us for consideration in the magazine and our website.

Take, for instance, a new campaign at Hugo Boss’ store in New York’s Meatpacking District. The window installation, called “Beautiful Things,” is a collaboration with local artist Erika deVries. Inspired by an experience on the subway when a woman told her that she saw good things about her, deVries created the words “I See Beautiful Things Around You,” in purple neon in a semicircle. The piece is displayed in one window while a second one shows a green neon ring surrounding a group of mannequins displaying Hugo Boss’ new spring line.

Passersby are invited to stop and photograph themselves and loved ones surrounded by the halo of words and then share the photos on Hugo Boss’ Facebook wall.

“We had the idea to work with neon for some time and had been waiting for the right concept to make it happen,” says Ward Simmons, Hugo Boss’ vp, marketing and public relations. “We’ve seen some amazing interactions with the window, especially the weekend and evening crowds in the area.”

Simmons says the goal is to introduce the Hugo Boss brand in new and exciting ways. “A successful window design draws attention and takes shoppers and passersby somewhere else for that moment,” he says.

It’s also a great way to spread the word that your brand is fun and inventive and connected to those in the community.


The campaign runs through June 3 and represents the retailer’s fourth collaboration with a featured artist. Simmons says Hugo Boss uses the concept store to try new things that are fitting to the location, but not necessary the entire chain. However, I think retailers across the board can read the writing on the window for some inspiration.

Saw an inspiring project or have one to share? Contact editor Anne DiNardo at



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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