German fashion group, HUGO BOSS has opened its first HUGO store concept outside of London at Bullring in Birmingham. The 278 sq m menswear store is the brand’s first location outside of London and only its second store in the UK. Designed by the brand's in-house team, the store interior is made up of natural materials such as maritime pine and plywood walls combined with acrylic panels and modern components, with the brand’s iconic red colour featuring on various shop fixtures.
Customers can enjoy complimentary drinks from the bar and browse a library of international style magazines in the store’s dedicated lounge areas. At the heart of the store is a community wall that showcases live @HUGO_official Instagram updates, alongside a digital kiosk revealing branded content that is entirely shoppable via touchscreen. A personalisation station is also available instore until 15 November 2018.