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UK's first standalone HUGO store opens at Westfield

The UK’s first standalone HUGO store has officially opened, at Westfield London.

HUGO was created in 1993 as a menswear line by Hugo Boss, being joined by a womenswear line in 1998. It now also offers shoes, accessories and fragrances too, all featuring the progressive styles the brand aims to embody.

The 144 sq m (1,550 sq ft) London store has been developed in-house, using the brand’s latest design concept. It seeks to convey HUGO’s spirit of authenticity and individuality through the use of natural and basic materials, including maritime pine and plywood rear walls, combined with acrylic panels and other clean, modern components.

HUGO’s distinctive red brand colouring has been applied to various in-store fixtures to create a sense of recognition. Lounge areas encourage customers to linger and browse a library of international style magazines, use free USB charging points, and enjoy complimentary drinks.

The brand says that interactive digital points in the store provide a seamless integration with its online presence. A digital community wall is central to the design of the store, and will aggregate user-generated content so customers can share their experiences. A touchscreen digital kiosk features shoppable branded content.