Dark Room Sees the Light

In their Meat-Packing District store window, to create the perfect 'exposure', Hugo Boss rolls out the film of their Spring/Summer 2010 collection. Collaborating with the Hugo Boss visual director, Geoff worked with her to design a new display that showcases photographs from the new collection as if the prints have just been developed and hung to dry in the photographer's darkroom.


To achieve this effect, Geoff created a black framed 'dark room' lined with red light bulbs, crisscrossed with string for the photographs to hang from. (see Geoff's original sketch above)