ARJUN HARRISON-MANN BENJAMIN CAIN E U G E N E TA N
We want Winter 14/15 to be full of surprises. We believe that from the moment people lay their eyes on the store window, to the time
they get a closer look and what happens beyond should be an experience. One that is unique to everyone. One that encapsulates.
FASHION IS AND A INTERNATIONAL PHENOMENON , UNIQUELY SENSUOUS AND DYNAMIC , AND HUGO BOSS HOLDS A LEADING POSITION IN THIS FASCINATING MARKET. Dr. Bruno S채lzer, Former CEO of HUGO BOSS AG
RESEARCH & INSPIRATION We drew inspiration from the architecture of the Hugo Boss headquarters in Metzingen and combined Bauhaus influences with Jason Wu’s modern twist on his latest designs. It was our aim to accentuate this theme while translating it into an interactive and digital medium.
We initially pulled on trend colours from Jason Wu’s bauhaus inspired 2014 womenswear as well as the headquarters and translated these into our own bauhaus inspired patterns. We then looked at the line work of the clothing and the architecture and explored into structures and incorporated it.
PROCESS We then looked at Bauhaus patterns, took elements from different inspirations and designed a pattern and lettering that reflected this. We wanted to steer clear from any direct Christmas elements, instead opting for
a more stylistic and abstract version of the Christmas tree. We created a Bauhaus representation of Christmas with the outline of the tree the main focal point. With the
pattern created, we intend on splitting it according to the number of stores installed worldwide, all part of a bigger picture that will reflect on the online interaction element.
FINAL DESIGNS (LOW-TECH) Simplicity meets dynamic. Loud meets subtle. Whether the store is a hi-tech or low-tech one, this design works and can easily be implemented into any space.
Christmas trees are synonymous with the holiday period, and are widely associated with presents and surprises, much like Hugo Boss and their Fall/ Winter line.
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1 White fluorescent tube lights eccentuate the Christmas and winter spirit as it subtley outlines the Christmas tree, the main focus of the store display.
2 The walls of the window display are lined with this two colour Bauhaus pattern wallpaper. The simplicity of the pattern evokes a sense of luxury.
3 Standing table like shelves erected from the ground allow more display space and can be moved around the store window to fully utilize the space.
4 Some of the lines in the pattern are extruding to allow dynamic display choices and greater flexibility to display smaller items such as bags and perfumes.
FINAL DESIGNS (HI-TECH) When working for a brand name like Hugo Boss we believe that you can utilise the reputation and brand confidence of the company to create a window space that is more than just your usual window display.
Everyone who has ever celebrated Christmas and is familiar to the concept of receiving Christmas presents will remember the curiosity and mystery that surrounded the contents of your presents. With this
interaction, we hoped to have captured that.
outdoors and the warmth of the indoors.
Referencing the act of breathing on the window as a child, the mist is a representation, of the mystery and of winter, contrasting the cold of the
The mist would clear for passers by, allowing them to see through the fog and revealing the surprise that is Hugo Boss 2014 winter collection.
HOW DOES IT WORK? PROJECTION FILM ON GLASS, A PROJECTOR, XBOX KINECT,AND VINYL STICKERS.
XBOX KINECT
PROJECTOR VINYL STICKER
GLASS WINDOW
PROJECTION FILM
Any window can be transformed into a digital display. It is more affordable that plasma monitors and is easily available to any shape or size.
With the use of a shortthrow projector, an Xbox Kinect and processing, in which we can provide the code. The display interacts with people walking within a specified range.
The film absorbs light and works regardless of how bright it is outside, and remains visible throughout the day. It effectively turns the entire glass into an interactive display.
The Xbox Kinect is able to track movement of people within range, and opens an area of the fog to allow passersby to see through the fog and into the window display.
The white vinyl stickers would be attached to the exterior of the store window explaining the concept of the store and how it can be observed through the Hugo Boss website. A mix of different medium gives this store window display a unique interactive touch, and will grab people’s attention, giving an unforgettable experience.
*An example of how the projection film on glass works.
WEBSITE (STAND ALONE) Pulling on the international phenomenon that is Hugo Boss, we created an interaction that spans across both the physical window display and the responsive digital website. Creating two options for how this could be implemented. The first being a short yet dynamic website that compiles all of the flagship stores across the
world and links them together on one page. Each flagship store would have the hi-tech interactive window display installed, grabbing the data from that and displaying it on the site - we are able to show how many people are walking past the shops worldwide and how they are interacting with it. Showing how all of these stores are apart of the
wider family (represented by the shared pattern) that is Hugo Boss. When people enter the website they will be able to hover over to see which window is which and then click on it to reveal the windows location, time there, how many people have passed the window each
day and a bit of background as to the history of the store. As well as giving a link back to the main Hugo Boss website. Also on the front page there will be an interactive section where the mouse (when moved over the mist background) reveals the pattern hidden behind the fog.
WEBSITE (APPLIED TO CURRENT SITE) The second interaction is a simpler, yet highly appealing one that can be applied to the existing website. Recreating the same interaction you get with the hi-tech shop window. When ever the mouse is moved on the
Hugo Boss home page, it reveals more and more of the website through the fog applied giving the site that feeling of excitement and mystery that is associated with receiving a gift on Christmas day.
VISUAL MERCH & IN STORE
Within the visual merchandise the students of Central Saint we have replicated the design Martins. of the window display to tie everything in together. Whether it be on gift certificates, Shopping bags The bauhaus inspired patterns or POS displays these visuals can be easily applied in-store show Hugo Boss for the and out, showcasing the international phenomenon, brands identity and most uniquely sensuous and recent collaboration with dynamic brand that it is.
THANK YOU
Arjun Harrison-Mann HAR12361309 Benjamin Cain CAI12363384 Eugene Tan TAN13380204
a.harrisonmann1@arts.ac.uk b.cain1@arts.ac.uk e.tan4@arts.ac.uk