“New Dimension Beijing” - 3D campaign by Hugo Boss
20 Apr. 2012
HUGO BOSS IN 3DLuxury brand Hugo Boss announed that its f/w 212-13 fashion show in Beijing on May 18 will be available as a 3D livestream. Venued at the National Agriculture Exhibition Center, it marks the first fashion show ever to be presented live in 3D on all of the Hugo Boss digital platforms. The event will showcase the latest Boss Black Mens- and Womenswear as well as the Boss Selection Menswear.
The “New Dimension Beijing” campaign kicks off with advanced online specials. These include the 3D movies flanking the campaign along with interviews, exclusive pre-event coverage, and lifestyle and fashion news. All of this will be accessible in 3D visualizations for mobile devices and iPads and on all networking sites (Facebook, Twitter, Youtube, Instagram, Google+, Pinterest, Sina Weibo and Youku). Limited-edition 3D glasses can be ordered online or obtained from selected stores worldwide.
Twitter video diary and live blogs
A special Twitter video diary by “Miss Hugo Boss ” will trace the exciting behind-the-scenes preparations for the show, offering exclusive insights into the work that goes into paving the “Way to Beijing.” For Asian users, the “Way to Beijing” feature will be also accessible on Sina Weibo.
Internationally renowned lifestyle bloggers will cover the complete event with regular posts, live updates, and red carpet and backstage coverage before and after the show. All of the collection and show content can be explored in this digital brand world. On the eve of the event, Hugo Boss will also be launching a Chinese mobile site (mobile.hugoboss.cn).
Supported by the global retail network, in-store 3D promotions and window installations with augmented reality specials will form an essential part of the campaign. The image campaign will also include the augmented reality special in all of its print and out-of-home advertising, inviting everyone to embark upon a digital journey that starts from the established Hugo Boss iPhone app.
Some 1,000 guests - including many national and international stars - will be attending the show, which will also include an amazing live act. Huge projections both inside the venue and on the façade will guide the invitees to the 94 meter runway at the heart of the perfectly orchestrated show setting.
“This is a very special event to premiere a wonderful collection. The fact that the show is being shared digitally and in 3D makes it an ideal fit for the up-and-coming Asian market,” says Claus-Dietrich Lahrs, CEO of Hugo Boss AG.
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