Coinciding with the Japanese Grand Prix, early last month, HUGO BOSS – which has partnered Vodafone McLaren Mercedes for more than 25 years – presented a new and innovative visual marketing concept featuring a state- of -the -art technology, ubiq’window. From September 21 through October 3, all of the
windows at the Aoyama flagship store in Japan were devoted exclusively to the Formula One theme in general and Vodafone McLaren Mercedes and its drivers Lewis Hamilton and Fernando Alonso specifically.

The campaign highlight was a ubiq’window screen measuring 2 x 1.5m which enabled customers to access an array of information on Lewis Hamilton and Fernando Alonso, the latest Vodafone McLaren Mercedes Collection from BOSS Green, plus technical data on the race cars themselves. This was the first time that this new technology had been implemented at a HUGO BOSS store worldwide. To complement the F1 theme, a life -size model of Lewis Hamilton’s current car was on display in the middle of the store, while the third floor showcased blow- up portraits of the drivers Hamilton and Alonso.

The interactive store window concept transcends traditional notions of shopping by inviting passers-by, race fans and customers to enjoy a uniquely atmospheric and emotionally- charged experience inside the store. Given the exceptionally positive feedback, HUGO BOSS is planning to integrate this technology into other stores and shops around the world.


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