The new HUGO universe delivers more fashion, more attitude – and, with the arrival of HUGO BLUE, more denim.
In a memorable launch event that buzzed with creativity, HUGO brought the style and spirit of its new brand line, with denim at the core, to Berlin on March 6.
To begin with, around 1,000 guests descended upon Wilhelm Hallen. HUGO debuted its brand line in Berlin at March 6. The venue transformed into a blue-hued wonderland. Whilst bold logo details and shades of blue set the stage for the debut of HUGO BLUE. A brand line focused on denim essentials and streetwear staples. From graphic T-shirts to outerwear. The collection offered a blend of menswear, womenswear, and gender-neutral pieces.
PLANET HUGO
The event marked the launch of PLANET HUGO, an interconnected ecosystem on Roblox. HUGO HANGOUT and HUGO FASHION MATCH, debuted at the event. They offer a blend of gaming and fashion experiences. Concurrently targeting its Gen-Z audience, HUGO harnessed the launch event as the perfect occasion. The goal was to activate gaming and Metaverse spaces as key cultural focus territories.
Furthermore, with PLANET HUGO, the brand is tapping into gamification, the facilitation of social moments, self-expression, and self-exploration. These are all key aspects of HUGO’s DNA, and values loved by the Roblox community. A community which has a growing interest in curation and style. HUGO FASHION MATCH is a social styling experience that presents an incredible opportunity to put HUGO BLUE’s denim-focused fashion offering in the spotlight and bring people together through co-creation, allowing them to form new, meaningful friendships.
At the event
Transitioning to the physical world of the Berlin launch event, a headline performance by American rapper and Grammy-nominated songwriter Swae Lee set the tone for the evening. Moreover, two of the stars of the very first HUGO BLUE campaign, German rapper Reezy and British actor Jasmine Jobson, were also in attendance, as was German DJ and producer Adam Port from Keinemusik, who performed during the evening.
Connecting with the social generation of changemakers who consider creative ways of dressing as expressions of their individuality, HUGO shared all happenings from the launch event with its social media community. The focus was HUGO BLUE’s unique brand experience, which bridges the virtual and physical worlds by combining gaming culture with style, music, and art elements.
Meanwhile, the event showcased a customization zone, where local artists Rafaella Braga and Max Teutsch worked live, adding personalized touches to guests’ HUGO BLUE pieces. Each attendee received a HUGO BLUE denim tote. As a teaser prior to the event, a selection of VIP guests received a denim jacket with an iron-on flower badge featuring an integrated NFC chip, connecting to an immersive HUGO BLUE experience on Snapchat.
In conclusion, the Berlin launch of HUGO BLUE seamlessly fused style, gaming, and self-expression. With the purpose of captivating Gen-Z audiences worldwide. With immersive experiences, personalized touches, and influencer engagement, HUGO successfully bridged the physical and virtual realms, setting a new standard in brand activations.
