A rural runway

In a hidden glade deep within Saks 5th Ave flagship store, we created a surreal scenario of mannequins meandering about in the latest Hugo Boss collection. The design features an impossibly thin moss surface with birch tree trunks 'magically' self-supporting.

Gradient Sky

For the Hugo Boss flagship on Columbus Circle, Geoff Howell Studio was asked to install custom made props shipped from Italy. Floors needed to be custom cut, backdrops needed to be carefully stretched and the props required complicated assembly. The effect, however, was meant to look simply sleek. Installation is one of the important services we offer.

Tropical Topics at Hugo Boss

The latest clubroom at the Hugo Boss HQ has been updated for the summer season. In a previous post, you'll see that the terrariums we built were in 'winter mode'; filled with cold dark stones and white birch trunks. Showing the Hugo Boss Spring/Summer 2015 women's collection, the wintry scene has blossomed into a tropical paradise with the terrariums replanted with exotic jungle flora. We also updated the walls with a lighter, brighter graphic in black and white.

Hugo Boss: Organic Nature

Here's a sneak peak at the latest clubroom at the Hugo Boss headquarters in Manhattan that we produced and installed. In collaboration with Boss'  Visual Director and Jason Wu, Geoff helped design a minimal and crisp monochromatic space using birch trees against black mirror backdrops, underlit plexi platforms, large angular built-in glass terrariums that look like they were part of the original design of the space, with a polished cement floor. The clubroom, according to Hugo Boss, was in part inspired by Frank Lloyd Wright's idea of "Organic Nature"; a symbiotic relationship between architecture and the natural world. It's also the perfect backdrop to highlight the colorful fashions of Boss' current collaboration with American designer Jason Wu. Photos by Richard Cadan.

Hugo Boss: Anthropocene

To celebrate the re-opening of the Hugo Boss flagship store at the Time Warner Center in Columbus Circle, Hugo Boss collaborated with the Central Park Conservancy and renowned video artist Marco Brambilla to created a kaleidoscopic and panoramic video about the wonders of Central Park and Columbus Circle. For our part in this presentation, we installed the video screens surrounded by mirrors on each side side to create the 'endless reflections' of the imagery when viewed up close. A long, narrow viewing 'portal' surrounds the installation with the rest of the glass blacked out. Signage was added describing the installation, the collaboration and Hugo Boss' commitment to supporting the arts through their Hugo Boss Global Arts Program.

So Cool to be Square

The latest incarnation of the Hugo Boss club room was inspired new sculptural elements in architecture and design. Collaborating with their in-house visual director, we created our interpretation of a cubist, pixellated environment. The photos above are of the entrance sculpture, 8feet high and made of light and dark cubes jutting out into space at various lengths. It gives a strong first impression to visitors and a  suggestion of what lies ahead...

Walking into you the lobby, you'll notice the black video screen surrounds which we produced to match the main reception desk.

Moving beyond the reception desk and into the clubroom which has been dramatically fitted with over 1,000 boxes hanging from the ceiling, many of them lit. We also built the mannequin platforms and risers, covered the walls with frosted acrylic mirror panels and produced the 40ft long frosted mirrored acrylic table running down the center of the  space, punctuated with bright light cubes. We also installed custom lighting for the mannequins.

At the opposite end of the clubroom is a large wall of video tiles, put together to create one large image. The video is art directed by Hugo Boss' visual director and relates to the cubist theme. 

Here you can see our custom kitchen lightboxes, fitted for this market with large industrial-sized louvers.

Branching off the clubroom are two showrooms with various areas dedicated to all the different brands. Large displays from a previous installation (See: I Go Where Hugo) were repurposed in their specific areas.

This shot shows many of the stainless steel racks that we produced, installed the HUGO signage panel and display units in the foreground.

For the new "Haberdashery" area we installed a custom black oak floor, selected new furniture and built  a cement wall with a fireplace and video monitor. We also built the shirt and tie fixtures and round table in the foreground.

The men's accessories are displayed on lacquered shelves surrounded by blond oak framed fixtures that we built.

I go where Hugo

This just in! Breaking news in New York, Hugo Boss dazzles its investors!! Word on the street is Geoff Howell Studio is behind their fabulous displays!

Seriously, Hugo Boss had a special meeting with investors to keep them updated on company directions. The clubroom in their NY offices was transformed with designs from their corporate headquarters into a large meeting room containing displays of their 7 major divisions. Each display consisted of angled risers, a large shard-like logo panel, placed in front of custom etched lucite panels fitted with electro-luminescence bands.

Note the custom sharply angled coat rack we made!

Outline up!

Like a frame around a beautiful photograph, Hugo Boss' latest clubroom removes the walls and barriers to the bare essentials of simple elegance. We produced black lacquered frames surrounding custom oak parque platforms. Hanging lanterns in the same steel frame style further illuminate the upcoming summer fashions.