HUGO BOSS Group: HUGO BLUE Launch Event

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Guests were immersed in the creative universe of HUGO BLUE at an unforgettable launch event in Berlin on March 5, which drew some 1,000 people — gamers, artists, musicians, creatives, and influencers among them — to Wilhelm Hallen in the north of the city.

The night also saw HUGO make its debut on the online game platform Roblox, with the activation of two fun and interactive virtual experiences inspired by communication, curation, and connection.

Introducing PLANET HUGO

In the virtual universe of Roblox, you can be anything you want to be — making this platform the perfect place for HUGO, a brand rooted in individuality and self-expression, to activate gaming for the first time. PLANET HUGO is an ecosystem of unique, interconnected 3D experiences, designed with HUGO’s Gen Z target audience in mind. PLANET HUGO’s first two environments are the virtual shopping space HUGO HANGOUT, and the playful social styling experience HUGO FASHION MATCH.

PLANET HUGO

At the memorable launch event in Berlin, guests including stars of the first HUGO BLUE campaign, rapper Reezy and actor Jasmine Jobson, entered the venue via a blue tunnel, stepping out into the unique world of the new denim and streetwear-focused brand line.

The night was designed as an immersive experience combining live performances — including a headline set from Grammy-nominated rapper and singer Swae Lee — with a multi-screen Roblox gaming zone, live product customization by local artists, and three dedicated “closets” of HUGO BLUE looks, each providing a different photo backdrop.

DJ and producer Adam Port from Keinemusik performed a set during the evening. Gamers Clix and Chad Epps shared their experiences of the new HUGO Roblox environments on TikTok, while influencers Jordyn Jones, Perris Howard, Alani Figueroa, Eelyse, Luca Lorenz, and many more also joined the party.