HUGO Spring Summer Collection
Runway & After Show Concept – HUGO Mirror Cube
Client: Hugo Boss AG
Project: HUGO Spring Summer Collection, Runway Show & After Show Concept
Job: Creation & Concept
MEA is developing a fashion show for the HUGO Spring Summer collections, the after show party for 800 invited guests and the window display concept. Taking cues from Melinda Gibson´s photography collages, MEA has created a fully immersive environment that will elevate the “romantic simplicity” and “graphic poetry” of the new HUGO collections for Spring Summer.
The Berlin Olympic Stadium and its adjacent Pavilion provides a majestic outdoor location for this mid-summer night event.
On arrival for the Show, Guests will approach an epic Mirror Cube. Juxtaposing reflections of the Olympic architecture and the summer evening sky, the cube floats in space, as though cutout from the surroundings, overlapping and collaging the colors, textures and patterns of the environment. As the reflections of guests increasingly populate the vast mirror cube, a bright slice of white light cuts through the primary façade denoting the entrance of the Show. The window display concept is linked to the runway show concept. Inspired by Japanese artist Yayoi Kusama MEA created five parallel, vertically arranged mirror spaces paying particular attention to product presentation and accessory implementation.