HUGO BOSS XP
Client:
HUGO BOSS
Service:
Art direction, Production
Field:
Fashion Digital Innovation
Year:
2025
HUGO BOSS set out to make loyalty a central part of the brand experience, aligned with its ambition to become the leading premium tech-driven fashion platform. The aim was to go beyond rewards and deepen emotional connections. The technical challenge: connect CRM, Web3, mobile, and in-store NFC into one seamless system, without compromising the brand's distinctive look and feel.
We then developed the app and the token collection as transformative unboxing experience.
CONTEXT
To deliver a loyalty experience as premium as the brand itself, HUGO BOSS needed more than points. We designed a digital-first, gamified model using collectible tokens, served through a refined, personal UX. Built on a composable architecture, the solution had to work across markets and touchpoints, blending mobile, in-store, and online moments into a consistent experience that felt immersive, rewarding, and easy to use.
To deliver a loyalty experience as premium as the brand itself, HUGO BOSS needed more than points. We designed a digital-first, gamified model using collectible tokens, served through a refined, personal UX. Built on a composable architecture, the solution had to work across markets and touchpoints, blending mobile, in-store, and online moments into a consistent experience that felt immersive, rewarding, and easy to use.
DESIGN
TOKEN COLLECTION
EXPERIENCE DETAILS
TOKEN ACTIVATIONS
TOKEN ACTIVATIONS
CREDITS
Creative director: Patrick Van der vliet
Concept and Art Director: CONSTANCE DURANT
concept and Copywritter: GABRIELA RAMALHO
Experience consultant: Alexander Stassen
3D Designers and motion:
Patrick Jones, Christophe Daeconescu
App development&design: Christian Conijn
Tech integration: Jaap Bearda
Customer engagment:
Carlos Zanota, Dhruvin Shah
CREDITS
Creative director: Patrick Van der vliet
Concept and Art Director: CONSTANCE DURANT
concept and Copywritter: GABRIELA RAMALHO
Experience consultant: Alexander Stassen
3D Designers and motion:
Patrick Jones, Christophe Daeconescu
App development&design: Christian Conijn
Tech integration: Jaap Bearda
Customer engagment:
Carlos Zanota, Dhruvin Shah
HUGO BOSS XP
Client:
HUGO BOSS
Service:
Art Direction, Creative concept
Field:
Fashion Digital Innovation
Year:
2025
HUGO BOSS set out to make loyalty a central part of the brand experience, aligned with its ambition to become the leading premium tech-driven fashion platform. The aim was to go beyond rewards and deepen emotional connections. The technical challenge: connect CRM, Web3, mobile, and in-store NFC into one seamless system, without compromising the brand's distinctive look and feel.
We then developed the app and the token collection as transformative unboxing experience.
CREDITS
Creative director: Patrick Van der vliet
Concept and Art Director: CONSTANCE DURANT
concept and Copywritter: GABRIELA RAMALHO
Experience consultant: Alexander Stassen
3D Designers and motion:
Patrick Jones, Christophe Daeconescu
App development&design: Christian Conijn
Tech integration: Jaap Bearda
Customer engagment:
Carlos Zanota, Dhruvin Shah
CONTEXT
To deliver a loyalty experience as premium as the brand itself, HUGO BOSS needed more than points. We designed a digital-first, gamified model using collectible tokens, served through a refined, personal UX. Built on a composable architecture, the solution had to work across markets and touchpoints, blending mobile, in-store, and online moments into a consistent experience that felt immersive, rewarding, and easy to use.
DESIGN
EXPERIENCE DETAILS
TOKEN ACTIVATIONS
CREDITS
Creative director: Patrick Van der vliet
Concept and Art Director: CONSTANCE DURANT
concept and Copywritter: GABRIELA RAMALHO
Experience consultant: Alexander Stassen
3D Designers and motion:
Patrick Jones, Christophe Daeconescu
App development&design: Christian Conijn
Tech integration: Jaap Bearda
Customer engagment:
Carlos Zanota, Dhruvin Shah
CREDITS
Creative director: Patrick Van der vliet
Concept and Art Director: CONSTANCE DURANT
concept and Copywritter: GABRIELA RAMALHO
Experience consultant: Alexander Stassen
3D Designers and motion:
Patrick Jones, Christophe Daeconescu
App development&design: Christian Conijn
Tech integration: Jaap Bearda
Customer engagment:
Carlos Zanota, Dhruvin Shah
HUGO BOSS
XP
Client:
HUGO BOSS
Service:
Art Direction, Creative concept
Field:
Fashion Digital Innovation
Year:
2025
HUGO BOSS set out to make loyalty a central part of the brand experience, aligned with its ambition to become the leading premium tech-driven fashion platform. The aim was to go beyond rewards and deepen emotional connections. The technical challenge: connect CRM, Web3, mobile, and in-store NFC into one seamless system, without compromising the brand's distinctive look and feel.
We then developed the app and the token collection as transformative unboxing experience.