Hugo Boss

Be Your Own Boss

Category: Creative Lead / Executive Producer (UI / UX)

Whilst working on OMM (Agency) we partnered with Hugo Boss to ideate, design and build a personalised customer experience to celebrate their new launch of Regents Street Store highlighting their new Be Your Own Boss collection. The brief was to create an instagrammable personalised moment that binds people and generate foot traffic. To deliver this project I acted as Creative Lead working in collaboration with the Developers and one other designer.

THE CAMPAIGN

The "Be Your Own Boss" campaign was designed to celebrate the idea of self-determination and encourage people to take control of their lives and pursue their passions. It also aimed to promote the Hugo Boss brand by associating it with the qualities of ambition, confidence, and success. The campaign was a way for Hugo Boss to connect with consumers on a deeper level by promoting values that align with the brand's image and mission.

THE PROBLEM

Hugo Boss Clientele has always been into understated style- do they actually want to stylised their own look infront of the store in Regents street?
This project consisted of tech that we hadn’t used before like zed ii camera, projector and piazo film- which meant that we needed to test these vigorously.

THE SOLUTION

We decided to allow users to create their own Boss Look using the latest Hugo Boss collection on the window which will be turned on as a user is detected walking across it. Piezo film is a transparent film that can be turned on to view content and when turned off is transparent.
We created a microsite where users can essentially take over the window display, they can pick a gender of choice which reveals an ‘avatar’ infront of them. Using the microsite they can then choose different outfits to style their avatar with. Once completed they win a gift which they need to go into the store to pick.

USER JOURNEY

MICROSITE

HOW IT WORKS

  1. Scan QR code either on the outside or inside of the store window.

  2. Users choose a gender of the avatar

  3. And start styling your avatar with the Boss collection! As they do this they could see their avatar transform into the big screen.

  4. Users submit their Boss look and are directed  to go into store

  5. Once the user submits their design, they received an incentive to go into the store which drove footfall and ultimately sales. 

 

THE TECH

LED screen - We used LED screens that are already in the windows to display our content that switched back to HB campaign content seamlessly after the session. 
Microsite - Users controlled the content on the large LED screen using their mobile phone as the interface.