Hugo Boss store, designed by Matteo Thun mixes concrete and iron, perfectly integrating itself with the rough urban surfaces of New York's Meatpacking district and the near Chelsea district.
The internal 350 m2 area brings the four BOSS lines (BOSS Black, BOSS Orange, BOSS Selection and BOSS Green) together for the first time, in order to create a "total look" and provide a complete brand experience.
The internal structure features two different parts: the first part is for exhibition purposes, with burnished and lacquered dark brown iron displays, a metal wall with a wooden diamond structure in front of which hangers and shelves are located, and a dark reflective wall bordering this area in order to double the perceived space and separate the two parts.
The second part, where dressing rooms are placed, offers a warm and welcoming atmosphere: sumptuous red velvet curtains, a gilded ceiling and wooden details create an intimate and private ambience.
The lighting system (designed in collaboration with AJ Weissbard) is wisely studied: in the first area, a set of programmable LED diffuses light on metal walls and along the brick walls, a series of spotlights on the ceiling illuminates the corridors while a soft and smooth light radiates the dressing rooms area.
This way, even light recalls the double spirit of Hugo Boss store: solid and urban outside, private and intimate in the back, but always interacting with the surroundings.
Matteo Thun
Matteo Thun is an Italian architect, born in Bolzano in 1952 and son of Countess Lene Thun (famous for her pottery). Thun won the ADI's "compasso d'oro" in 1987,1989 and 1991, his name is in the New York Interior hall of fame since 2004 and he is member of RIBA (the Royal Association of British architects). Thun worked with: Illy, Artemide, Philips, Missoni, Porsche Design, Coca Cola, Lavazza, AEG, Campari, Villeroy & Boch and others.