Berlin always sets the stage perfectly for any party-related event. Now add layers of denim, an A-list of partygoers, and the epitome of fashion-meets-innovation to the equation. That was the vibe of HUGO Blue’s launch party in the German capital last Wednesday. The brand invited around 1,000 guests to uncover the first collection, entering the world of HUGO BLUE in an immersive experience that combined inspiring product installations with the multiverses of entertainment and gaming.
Upon arrival at the venue, Wilhelm Hallen, guests were welcomed by a blue “tunnel” that transported them into HUGO BLUE’s world. Bold logo details and a colour palette in various shades of blue set the tone for the new brand line. This amplified the effortless essence that HUGO BLUE aims to embody, bringing along menswear, womenswear, and gender-neutral pieces. Its focus lies in denim essentials and an array of streetwear staples, ranging from graphic t-shirts and hoodies to tops, shorts, trousers, and outerwear.
The event also featured a customisation zone where local artists Rafaella Braga and Max Teutsch presented their art live, adding personalised touches to guests’ HUGO BLUE pieces. Additionally, the event marked the unveiling of PLANET HUGO, an ecosystem of unique, interconnected experiences on Roblox, a leading platform for communication and connection. PLANET HUGO’s first two 3D environments, HUGO HANGOUT, and HUGO FASHION MATCH, were debuted at the launch event in a gaming zone featuring multiple screens that displayed several immersive spaces at once.
“Targeting its Gen-Z audience, HUGO harnessed the launch event as the perfect occasion to activate gaming and Metaverse spaces as key cultural focus territories,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS. “With PLANET HUGO, the brand is tapping into gamification, the facilitation of social moments, self-expression and self-exploration: all key aspects of HUGO’s DNA, and values loved by the Roblox community, which has a growing interest in curation and style.”
Keep scrolling to get a taste of this memorable night…
