A new Boss in town

Just in time for the holiday shopping frenzy, Hugo Boss opened the doors to its new 12,000 square foot flagship store last Friday.

Located on the swankiest strip of Bloor St., the boutique counts on neighbours with names like Gucci, Prada and Chanel, and sits within winking distance of Holt Renfrew.

While the store remains faithful to the German label’s spare, elegant minimalism, the new three-storey space experiments with a more modern concept, which it hopes will bring customers an enhanced experience of shopping at the brand.

“The concept is really how we present our merchandise,” says Hugo Boss CEO and Chairman of the Americas Michael Brashear. “We really focused on the materials and the customer experience — from the fitting rooms to the way that we showcase each product category — so they really can feel the world of Hugo Boss in a very sensual and seductive way.”

Part of that concept involves a warmer, more luxurious interior that the company hopes will mirror the living spaces of its customers and make them feel more at home. For instance, stained oak, plush white leather couches and specially designed lighting  has been employed to best display collections of footwear, handbags, eyewear, scarves, watches, and of course, men’s and women’s apparel.

More notably, the entire third floor has been transformed into a multifaceted event space, designed to host private and corporate functions.

The decision to include such a space stems from the company’s desire to create a sense of community surrounding the Hugo Boss label.

“Part of what we want to bring to downtown Toronto is the whole notion of entertaining and engaging customers,” says Brashear.  “You have the store experience, which is one experience, but by offering a venue where you can attract local groups, we think that will add leverage toward creating action and energy, both for Bloor Street and Hugo Boss.”

Hugo event room
The versatile Hugo Boss  event room offers both indoor and outdoor space in the warmer months. Designed to seat up to 150 people, the room is a flexible, open area that can easily be transformed to suit any theme.

• The new flagship store is located at 83 Bloor St. W.