Studio MDA

Hugo Boss Store

Hugo Boss Store

Store, New York, 2012

New York | 2012

5th Avenue in New York is known for its illustrious shopping destinations and over-the-top window displays. Attention grabbing is crucial to running a profitable retail store and new methods of displaying the stores design is an art form. Choosing to re-imagine the method in which retailers display their clothing lines, studioMDA has designed a wall of cast-in-place mannequins that wear the Hugo Boss menswear line in Hugo Boss’s 5th Avenue store. Applying the mannequins to the large wall changes the method of perception for the shopper, no longer seen as a singular product but as a continuous object.