on ourRADAR HUGO BOSS names Chris Hemsworth first global brand ambassador for BOSS
MESSIKA OPENS FOUR NEW BOUTIQUES Having opened boutiques in Beijing, Macau and Hong Kong in turn in the autumn of 2020, Messika is expanding its footprint and bringing a new diamond aesthetic to Asian ladies and jewelry-lovers. BEIJING The first Messika boutique in the AsiaPacific region officially opened in SKP Beijing on October 1st, 2020, covering an area of 17 square meters, with Messika’s iconic collections, including Move, Glam’Azone, and My Twin, on display alongside a host of High Fashion Jewelry pieces in an elegant and enchanting showroom. The sparkle of diamonds perfectly reflects Messika’s stylish charm: modern, bold, avant-garde and dynamic.
8 Starting this year, actor Chris Hemsworth, best known for his role as Thor, will be the first Hollywood star to be appointed new global brand ambassador for BOSS. In this role, he will be the international BOSS face of the worldwide fashion campaigns planned for 2021 and 2022. Hemsworth has already been collaborating with HUGO BOSS on the iconic BOSS Bottled scent since 2017. By expanding this partnership, the Group is ensuring a globally consistent BOSS brand image that will bridge various product groups. The generated synergies will also further enhance the brand's appeal. "I've been a huge BOSS fan for a long time, so I'm really happy to now represent the brand's collections as global ambassador. Our partnership over the past few years has been absolutely brilliant. I’m very excited to be working more closely with the BOSS team," said Chris Hemsworth. Yves Müller, Managing Board Spokesman at HUGO BOSS AG, stated, "We are proud that, in Chris, we have been able to secure a world-class star who is a perfect fit for our BOSS brand. He embodies a contemporary take on success and masculinity. Chris perfectly exemplifies the modern man of today: self-confident, authentic and approachable. His global fame will further augment the BOSS brand's desirability going forward." With the appointment of Chris Hemsworth – a passionate surfer who epitomizes a well-balanced lifestyle – the Group is taking another step in its casualization process of the BOSS brand. This will also be reflected in the direction the new campaign will take. In addition to his career as an actor, Chris Hemsworth is a dedicated environmentalist, and strategically leverages his popularity to draw attention to climate change and species protection. More than 45 million followers on Instagram demonstrate that he has become a role model for younger generations. The first campaign featuring Chris Hemsworth will begin in Spring 2021. The partnership will also see the launch of a joint BOSS capsule collection with a sustainability focus. With this collection, HUGO BOSS underlines its leading role as a sustainable company within the textile industry.
MACAU After opening the SKP Boutique in Beijing, Messika went on to unveil its Wynn Palace Boutique in Macau, China. The store covers an area of 30 square meters. In a departure from its other boutiques, Messika’s store design has made use of golden elements for the first time here, subtly echoing the main hue of Wynn Palace Casino. French elegance blends harmoniously with the charms of this ‘garden by the sea’, affording visitors the ultimate sensory experience in luxury.
HONG KONG Embracing Messika’s signature elegance and modern lines, the Messika boutique in Harbour City, Hong Kong, strikes a delicate balance between soothing colors, choice materials and eye-catching design. With a sales floor of approximately 65 square meters, the store is the largest Messika boutique in Asia, and each unique diamond in the window display has been transformed into an exquisite work of art, inviting visitors to explore a fascinating world of jewelry. NEW YORK CITY Following the recent openings of its first U.S. boutiques in Los Angeles and Miami, Messika will open doors to a third location in New York City, on December 2020. The 93 square meters boutique, located in the beautiful neighborhood of Hudson Yard, was designed by the founder of the house Valérie Messika. In the entrance, the customer is immersed in the universe of the brand. Symmetry of design, transparency of windows, marble floors and black color details, Valérie Messika creates a magical environment for her jewelry collections. www.theciin.com
