DDi - October 2011 - (Page 20)
20 | Design Snapshot
Photo: Courtesy of Dillon Works! Inc.
Celebrating the city
By Lauren Mitchell
Photo: Gary Lupton Photo: Gary Lupton
Hugo Boss’ renovation pays homage to its SoHo locale
he decade-old Hugo Boss SoHo boutique was ready for a fresh look. Housing HUGO, the most progressive of the Hugo Boss labels, the 3,000-sq.-ft. space needed an update to keep pace with its avant-garde merchandise. With this goal in mind, the Metzingen, Germanybased fashion label collaborated with Frankfurt, Germany-based Hollin + Radoske to give the store a more modern feel. “The main theme is about the contrast of elements,” says Andrew Braun, director of store development, Hugo Boss. This idea presents itself throughout the store, from the cashwrap, where polished chrome lies against rough wood, to the center of the store, where contemporary merchandise is displayed near classical white columns. The opposing elements, along with the pop of red accents and dramatic lighting, pack a punch that appeals to the fashion-forward SoHo shopper. Beyond fitting the chic vibe of its 132 Greene St. address, the space makes direct reference to its location with a bas relief wall treatment presenting a grid of Manhattan streets. By Mukilteo, Wash.-based Dillon Works! Inc., the large-scale map displays the area from a bird’s-eye perspective and is entirely gray—except for one eye-catching red block representing the Hugo SoHo boutique. With two sections, the largest being 40-ft.-by-14 ft., and lighting to give a shadow effect, the wall treatment is a standout within the space. “This Hugo store was planned, designed and executed specifically for this location,” Braun explains. With unique, modern details, the design team creates a store fit for trendsetting SoHo. Just as the clothes it houses, the Greene Street boutique exudes contemporary lifestyle and captures the young urbanite with its design.
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Table of Contents for the Digital Edition of DDi - October 2011
DDi - October 2011
https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com