Inside HUGO's new store at Bullring Birmingham

Hugo Boss announced last month that it planned to opened its first standalone HUGO store outside of London at Birmingham's Bullring shopping destination.

The 3,000 sq ft store has now opened its doors and the store design, created by an in-house team, has features made up of natural materials such as maritime pine and plywood walls combined with acrylic panels and modern components, with the brand’s distinctive red colour running throughout.

An experiential space, it features a bar where customers can enjoy complimentary drinks and browse through international style magazines in a dedicated lounge area.

At the heart of the store there is a community wall that showcases live @HUGO_official Instagram updates and a digital kiosk revealing branded content that is entirely shoppable via touchscreen. A personalisation station is also available instore until 15 November.

Iain Mitchell, Commercial Director at Bullring owner Hammerson commented: “This high-profile opening, the first HUGO standalone store outside of London, is a clear sign of The Bullring Estate’s appeal as one of Europe’s leading retail and leisure destinations.”