In Pictures: Hugo Boss' new Oxford St flagship store

Hugo Boss has opened its new flagship BOSS store on Oxford Street in London, introducing the brand's first full suite of "bespoke" digital elements. 

Spanning two floors, the new store includes the full range of BOSS menswear and womenswear alongside watches, eyewear, jewellery and fragrance.

The ground floor hosts the brand's casual wear for men and women, whilst the first floor features men's formalwear.

Customers can also explore the BOSS sportswear area, which is currently dedicated to cycling. This includes sporting accessories, curated books and technical cycling clothing in BOSS black, camel and white colours.

The store's digital elements begin with the window displays, which feature an interactive screen for shoppers to engage in a video game through their phones.

Inside the store, a new social media wall showcases brand ambassador styles, which can be purchased through a digital shopping function, accessible via screen or tablet in-house.

BOSS also invites shoppers to use an interactive screen to customise products. The personalised item is then available for in-store purchase within minutes.

Fit guide tools in select areas allow customers to find a range of suitable product styles and fit, including shirts, suits and jeans.

Daniel Grieder, CEO of Hugo Boss, said: “The new and innovative store concept perfectly showcases the 24/7 lifestyle approach of the brand and how we will engage with customers in the future. With a strong focus on digital elements, we are taking the customer experience in our retail stores to a completely new level."