HUGO BOSS

HUGO House

Coachella is one of the biggest cultural moments in the world, and after a 2 year Covid-induced hiatus, the festival returned in 2022. Enter HUGO, HUGO BOSS’s newly minted Gen-Z focused label.

Their brief? “Help us connect with Gen-Z during this key moment in time.” So we invited TikTok’s biggest and brightest stars to the desert during Weekend 1 of the festival, creating a full service hotel for them to kick back, style out, and create content in.

We brought HUGO’s bold brand aesthetic to life in a big way, spanning the art direction of hotel, messaging throughout the space, and customization experiences to create an unforgettable weekend for our guests that was broadcast to the world via their social channels.

The campaign delivered over 15 times the organic reach and twice the media impact value in comparison to the global HUGO brand refresh earlier in 2022.

Case Study

Awards

Gold - Best Influencer Program, Ex Awards

Shortlist - Best Activation at a Music Event, Campaign Experience Awards

“Leave it to HUGO to fuse the worlds of music, fashion, and internet virality into one mega jam-packed [Coachella] weekend”

— V Magazine

From the floor to ceiling LED screens with custom content to the furniture, denim walkway, and everything in between, we took over a hotel in Palm Springs to create a truly immersive, Instagrammable experience.

7 all-star TikTokers were invited to stay in the house over 3 days

Benji Krol

35.4M Followers
Chloe Cherry

37.2M Followers
Markell Washington

10.7M Followers
Nils Kuesel

15M Followers
Noen Eubanks

12.2M Followers
Desi Luila

4.8M Followers
Liv Huffman

1M Followers

Massive LED walls greeted guests, cycling through content that changed based on the time of day.

The hotel provided the backdrop for a range of branded content moments; The Old Gays, Harry Tate, What’s Poppin, and dozens more were invited to the House to shoot. A daily, episodic content series was also created, giving the House a Big Brother-style narrative, that kept HUGO’s social audiences engaged and wanting to know more.

We also hosted spray tie dye, denim customisation, and styling sessions throughout the weekend to create content moments and give guests a chance to personalize their festival looks.