HUGO BOSS
HUGO BOSS BRIEF
Design and conceptualize a dynamic window display with 4 to 5 variations for Hugo Boss Black and Orange labels.
APPROACH
As a team, we conceptualized the idea of a dynamic, multi-textured frame as a metaphor for modern, German architectural design and cosmopolitan living. The dynamics of the frame, join and separate into combinations of endless shapes, which defines a paradigm of cross-referencing. This enables the brand to be seen as dynamic, and thus wearable for all occasions. The concept is so versatile, that when applied to different landscapes, the shapes can be morphed figuratively. The context from which it originates reflects the way that we view it.
WINDOW DISPLAY COMPETITION
OUTCOME
Working as a team made this a very valuable piece of work. Ronin, with his background in Korean advertising and 3D. Neville, from Hong Kong with his aptitude to ascertain programming instantaneously. And me from Australia with a background in fashion had the ability to throw ideas instantaneously and problem-solve. I researched German Architecture and came up with the idea of the deconstructed frame. We all developed the idea of the tiles with the LED lights and Ronin came up with the idea of the window furniture and elements. As a team, we developed many concepts for Hugo Boss corporation to develop further for their future window display campaigns. The team was so impressed with our work that we were rewarded with the prize as runners-up.
CREATIVE VISUALISATION
HUGO BOSS
WINDOW DISPLAY DEVELOPMENT
A digital visualization of the LED wall tiles and the frame,
DESIGN COMPETITION
FIGURE 1.1
FIGURE 1.2
FIGURE 1.3
FIGURE 1.4 AND FIGURE 1.5
FIGURE 1.1
The window stage with the LED wall tiles on display.
FIGURE 1.2
The units are derived from a deconstructed frame.
FIGURE 1.3
Individual wall tiles are illuminated with single LED lights. All units have two distinctive sides with different textures.
FIGURE 1.4 AND FIGURE 1.5
The unit's reflective metallic surface is designed for the Hugo Boss Black label window (Figure 1.4) and the rustic cement look is applied to the opposite side of the units, designed for the Hugo Boss Orange label window (Figure 1.5).
CREATIVE VISUALISATION
HUGO BOSS
TANGIBLE MODEL DEVELOPMENT
Tangible models of the window display showing variations of the deconstructed frame’s units.
DESIGN COMPETITION
ABOVE - TWO MODELS OF THE DECONSTRUCTED FRAME
2 unique variations, how the deconstructive frame can be viewed as a window display. It was during this process that we were able to bring to life the concept’s full potential.
BELOW - THE FRAME'S DETAILED VIEW
A juxtaposed view, exposing the deconstructed frame's multi-textured surfaces. Made from wood, cement, and metal sheeting. The texture of the deconstructed frame can appear to portray cement boulders that are used in the construction of seawalls barriers.
CREATIVE VISUALISATION
HUGO BOSS BLACK
5 POSSIBLE DISPLAY VARIATIONS
DESIGN COMPETITION
BLACK VARIATION 1
VARIATION 1
All the units are constructed into an angular reflective screen that acts as a theatrical screen or backdrop.
BLACK VARIATION 2
BLACK VARIATION 3
BLACK VARIATION 4
VARIATION 2
The two divided screens act as individual props that highlight the accessories on display.
VARIATION 3
The shapes are assembled to suggest a central business district.
VARIATION 4
The units are broken apart to imply a more relaxed environment. The structures can resemble a casual urban landscape or a holiday coastal town.
VARIATION 5
The constructed frame acts as a sophisticated window that highlights the accessory on display.
BLACK VARIATION 4
CREATIVE VISUALISATION
HUGO BOSS ORANGE
5 POSSIBLE DISPLAY VARIATIONS
DESIGN COMPETITION
ORANGE VARIATION 1
VARIATION 1
All the units are constructed at random like barriers that protect the rivers or shorelines of coastal destinations.
ORANGE VARIATION 2
ORANGE VARIATION 3
ORANGE VARIATION 4
VARIATION 2
The two divided screens act as individual props to suggest a more artistic environment.
VARIATION 3
The shapes are assembled like ruins to suggest an ancient civilization or tourist destination.
VARIATION 4
The units are laid on the floor, like roof-tops or rustic stairs, to suggest the excitement of adventure and travel.
VARIATION 5
The frame is erected to the rear of the display to create a theatrical landscape. We are enticed by the experience and desire the garments that are illuminated within the space.
ORANGE VARIATION 5
CREATIVE VISUALISATION
HUGO BOSS BLACK AND ORANGE
WINDOW FURNITURE DEVELOPMENT
DESIGN COMPETITION
FIGURE 2.1
FIGURE 2.2
FIGURE 2.3
FIGURE 2.4
FIGURE 2.1
Digital imagining of the frame erect and in symbiosis with the Perspex furniture.
FIGURE 2.2
Acrylic rods compressed together are used throughout as elegant displays for Hugo Boss's handbags and other accessories.
FIGURE 2.3
A tangible example of the Perspex furniture, erected in unison with the deconstructed units (reflective divider screens) as an accessories display.
FIGURE 2.4
A tangible detailed structure of the Perspex furniture.
HUGO BOSS BLACK AND ORANGE
WINDOW ELEMENTS & FURNITURE
DESIGN COMPETITION
FIGURE 3.1
From left to right - A wooden pane coated in cement; an embossed metal panel, and clear acrylic rods.
FIGURE 3.2
The furniture can be used in horizontal and vertical positions.
FIGURE 3.1
FIGURE 3.2
FIGURE 3.3
FIGURE 3.4
HUGO BOSS BLACK
Sophisticated Elements & Furniture
FIGURE 3.3
The acrylic furniture has been moved within the space, and a mannequin is elevated onto one of the pieces of furniture.
FIGURE 3.4
Sophisticated mood lighting, illuminates the acrylic furniture, and enhances the dialogue of the garments and accessories.
HUGO BOSS ORANGE
Rustic Panels and Deconstructed Rods
FIGURE 3.5
Similar to the previous display, the atmosphere of the ruins implies a more artistic and experimental environment.
FIGURE 3.6
The decorative wooden panels are covered by a blackened, rustic orange, metallic surface. The acrylic rods lie ruined to suggest a more adventurous and casual environment.
FIGURE 3.5
FIGURE 3.6
PROJECT CREDITS
Frame and Acrylic Furniture: Michael Brosnan
Wall Tiles and Panel: Ronin Cho
Model Construction: Michael Brosnan, Ronin Cho, Lok Nevile Lee
Cinema 4D: Ronin Cho
Key Note Design: Ronin Cho, Lok Nevile Lee
Presentation: Michael Brosnan
HUGO BOSS
WINDOW DISPLAY COMPETITION
HUGO BOSS BRIEF
Design and conceptualize a dynamic window display with 4 to 5 variations for Hugo Boss Black and Orange labels.
APPROACH
As a team, we conceptualized the idea of a dynamic, multi-textured frame as a metaphor for modern, German architectural design and cosmopolitan living. The dynamics of the frame, join and separate into combinations of endless shapes, which defines a paradigm of cross-referencing. This enables the brand to be seen as dynamic, and thus wearable for all occasions. The concept is so versatile, that when applied to different landscapes, the shapes can be morphed figuratively. The context from which it originates reflects the way that we view it.
OUTCOME
Working as a team made this a very valuable piece of work. Ronin, with his background in Korean advertising and 3D. Neville, from Hong Kong with his aptitude to ascertain programming instantaneously. And me from Australia with a background in fashion had the ability to throw ideas instantaneously and problem-solve. I researched German Architecture and came up with the idea of the deconstructed frame. We all developed the idea of the tiles with the LED lights and Ronin came up with the idea of the window furniture and elements. As a team, we developed many concepts for Hugo Boss corporation to develop further for their future window display campaigns. The team was so impressed with our work that we were rewarded with the prize as runners-up.
CREATIVE VISUALISATION
DESIGN COMPETITION
HUGO BOSS
WINDOW DISPLAY DEVELOPMENT
A digital visualization of the LED wall tiles and the frame,
FIGURE 1.1
The window stage with the LED wall tiles on display.
FIGURE 1.2
The units are derived from a deconstructed frame.
FIGURE 1.3
Individual wall tiles are illuminated with single LED lights. All units have two distinctive sides with different textures.
FIGURE 1.4 AND FIGURE 1.5
The unit's reflective metallic surface is designed for the Hugo Boss Black label window (Figure 1.4) and the rustic cement look is applied to the opposite side of the units, designed for the Hugo Boss Orange label window (Figure 1.5).
CREATIVE VISUALISATION
DESIGN COMPETITION
HUGO BOSS
TANGIBLE MODEL DEVELOPMENT
Tangible models of the window display showing variations of the deconstructed frame’s units.
BELOW - TWO MODELS OF THE DECONSTRUCTED FRAME
2 unique variations, how the deconstructive frame can be viewed as a window display. It was during this process that we were able to bring to life the concept’s full potential.
BELOW - THE FRAME'S DETAILED VIEW
A juxtaposed view, exposing the deconstructed frame's multi-textured surfaces. Made from wood, cement, and metal sheeting. The texture of the deconstructed frame can appear to portray cement boulders that are used in the construction of seawalls barriers.
CREATIVE VISUALISATION
DESIGN COMPETITION
HUGO BOSS BLACK
5 POSSIBLE DISPLAY VARIATIONS
BLACK VARIATION 1
All the units are constructed into an angular reflective screen that acts as a theatrical screen or backdrop.
BLACK VARIATION 2
The two divided screens act as individual props that highlight the accessories on display.
BLACK VARIATION 3
The shapes are assembled to suggest a central business district.
BLACK VARIATION 4
The units are broken apart to imply a more relaxed environment. The structures can resemble a casual urban landscape or a holiday coastal town.
BLACK VARIATION 5
The constructed frame acts as a sophisticated window that highlights the accessory on display.
CREATIVE VISUALISATION
DESIGN COMPETITION
HUGO BOSS ORANGE
5 POSSIBLE DISPLAY VARIATIONS
ORANGE VARIATION 1
All the units are constructed at random like barriers that protect the rivers or shorelines of coastal destinations.
ORANGE VARIATION 2
The two divided screens act as individual props to suggest a more artistic environment.
ORANGE VARIATION 3
The shapes are assembled like ruins to suggest an ancient civilization or tourist destination.
ORANGE VARIATION 4
The units are laid on the floor, like roof-tops or rustic stairs, to suggest the excitement of adventure and travel.
ORANGE VARIATION 5
The frame is erected to the rear of the display to create a theatrical landscape. We are enticed by the experience and desire the garments that are illuminated within the space.
CREATIVE VISUALISATION
DESIGN COMPETITION
HUGO BOSS BLACK AND ORANGE
WINDOW FURNITURE DEVELOPMENT
FIGURE 2.1
Digital imagining of the frame erect and in symbiosis with the Perspex furniture.
FIGURE 2.2
Acrylic rods compressed together are used throughout as elegant displays for Hugo Boss's handbags and other accessories.
FIGURE 2.3
A tangible example of the Perspex furniture, erected in unison with the deconstructed units (reflective divider screens) as an accessories display.
FIGURE 2.4
A tangible detailed structure of the Perspex furniture.
CREATIVE VISUALISATION
DESIGN COMPETITION
HUGO BOSS BLACK AND ORANGE
WINDOW ELEMENTS & FURNITURE
FIGURE 3.1
From left to right - A wooden pane coated in cement; an embossed metal panel, and clear acrylic rods.
FIGURE 3.2
The furniture can be used in horizontal and vertical positions.
FIGURE 3.3 HUGO BOSS BLACK
The acrylic furniture has been moved within the space, and a mannequin is elevated onto one of the pieces of furniture.
FIGURE 3.4 HUGO BOSS BLACK
Sophisticated mood lighting, illuminates the acrylic furniture, and enhances the dialogue of the garments and accessories.
FIGURE 3.5 HUGO BOSS ORANGE
Similar to the previous display, the atmosphere of the ruins implies a more artistic and experimental environment.
FIGURE 3.6 HUGO BOSS ORANGE
The decorative wooden panels are covered by a blackened, rustic orange, metallic surface. The acrylic rods lie ruined to suggest a more adventurous and casual environment.
PROJECT CREDITS
Frame and Acrylic Furniture: Michael Brosnan
Wall Tiles and Panel: Ronin Cho
Model Construction: Michael Brosnan, Ronin Cho, Lok Nevile Lee
Cinema 4D: Ronin Cho
Key Note Design: Ronin Cho, Lok Nevile Lee
Presentation: Michael Brosnan
