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HUGO Window Display Campaign S/S 2011

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Published on Apr 20, 2011

The BrandRetail Company LIGANOVA has created the current HUGO Window Display Campaign, aiming at a straightforward presentation of the products of the Spring/Summer Collection 2011. In the Window Campaign, this concept is realized visualizing the themes "Natural Waterfalls", "Urban Sunset" and "Desert City".

Currently, the second of three window designs is installed in the HUGO stores. Vertical lines assemble the idea of an "Urban Sunset", recreating this illusion by red illuminated back panels that are changing its colour.

The first window's theme was „Natural Waterfalls". In the installation, diagonal lines have been used to symbolize water. A blue light box served to enhance the atmosphere. In the flagship stores moving lights have been added to imitate the flow of water.

"Desert City" will be on display from the middle of May until the end of June. Horizontal lines and gray surfaces in different heights and depths construct three-dimensionality and stand for dunes and urban structures.

The highly aesthetic window design implements the themes abstractly, using clear lines. For the first time, the products are displayed on hangers only, consciously avoiding the use of mannequins. Integrated presentational elements set the scene for accessories.

The windows will be on display in the HUGO flagship stores in Berlin and Düsseldorf, as well as in Canada (Montreal and Toronto), France (Paris and Marseille) and the USA (Aventura, Florida) each over a period of six weeks.

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