BOSS OUD

About the Listing

We partnered with P&G to develop a unique in-store experience centered around bringing masculinity alive in a Middle Eastern context.

Designed to be seen from above and celebrate the Arabic word form, the custom-made typeface is authoritative and modern, reflecting HUGO BOSS' equity while expressing masculinity and luxury.

The environment itself was creatively amplified into a monumental and striking iconic asset, used across all touchpoints.

Scope:

In-store experience

Studio:

Singapore
Paris
Credits:
Awards: