Hugo Boss

The HUGO BOSS Love Story

For the world’s largest and most significant BOSS Store situated on the Champs-Elysées in Paris, LIGANOVA has developed an integrated marketing and communications concept entitled “The HUGO BOSS Love Story”.

The leading roles in the romantic love story are played by the two French characters “Juliette” and “Louis” - the vision of French illustrator Angéline Mélin. Running from January through to June 2012, “The HUGO BOSS Love Story” will be staged throughout the store in four phases via window displays, instore installations, online activities and POS events.

Commencing with the introduction of the two characters Juliette and Louis, the story unfolds; depicting the characters first encounter and first rendezvous through to their joint discovery of the city of Paris, with each theme installed in sequence. In addition to the window and instore installations, a range of other activities await customers; for example, current visitors to the store are met by a postcard counter with illustrated themed postcards for sending to loved ones back home.

The second theme depicting the first rendezvous of the two main characters was installed in the Paris BOSS store at the end of March.

In this project, LIGANOVA took responsibility for the concept and production of the integrated campaign on behalf of its client HUGO BOSS.