Space Design 
2007

As part of an international design competition, I partnered with a creative collaborator to develop a global window display concept for Hugo Boss — focused on playfulness and adaptability across markets.

The Challenge

Create a window system that could express a lighter, more playful side of the brand, while remaining scalable across very different store sizes and locations worldwide.

The concept needed to feel premium, but also modular, cost-aware, and easy for local teams to implement.

The Approach

We took inspiration from plastic model modular systems, designing a flexible kit of parts that could be assembled, scaled, and reconfigured to fit any window format.

The system allowed visual teams to create variation without losing coherence — balancing creative freedom with brand consistency. Colour, form, and composition were used to introduce playfulness while maintaining Hugo Boss’s visual discipline.