Hugo Boss and Heinemann redesign Hamburg store

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The newly redesigned Hugo Boss store in Hamburg Airport has at its core a modern ‘Local Sense’ concept with a digital impetus, according to the companies behind it.

The ceiling of the refurbished store, for example, has been modeled on a sea container – a characteristic port element of the Hanseatic city, whose seaport is one of its most popular sights. Customers are engaged through distinctive campaigns such as ‘Boss loves Hamburg’ via digital screens in the shop and in the shop windows.

“Our experience tells us that travelers like to sense where they are. Passengers appreciate Hamburg’s maritime flair and northern German atmosphere. That’s why we worked with Hugo Boss to develop a shop concept that is specially tailored to the city. We take particular pleasure in implementing this regional, digital customer contact in this form for the first time here at our home location,” said Jan Richter, director purchasing fashion and accessories at Heinemann.

The renovation was also accompanied by a move for the Hugo Boss boutique. The new store reopened its doors on a new area of 157m2  (1,690ft2) in the much more highly frequented south side in Terminal 2.

“The newly designed Hugo Boss store offers our passengers a modern and even more varied shopping experience. In addition, it benefits from the central, well-frequented location just behind the security checkpoints. The new design featuring Hamburg references fits perfectly into the design concept of our pier: here, too, air travelers are reminded of their favorite places in the Hanseatic city,” said Lutz Deubel, head of center management at Hamburg Airport.

The new shop has a more compact structure and, thanks to the increased display of goods by category, is more clearly arranged.

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Tara has worked for UKi Media & Events since 2013, initially as a freelancer. She has been a journalist for over a decade and has worked for a range of publications, including Personnel Today, Management Today and The Grocer.

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