Hugo Boss Opening Flagship store
Apr 2013 | Amsterdam, The Netherlands | Hugo Boss
Apr 2013 | Amsterdam, The Netherlands | Hugo Boss
40 fashion journalists, photographers, and bloggers were invited to celebrate the opening of the new Hugo Boss flagship store at the Leidsestraat. So, the invited guests were welcomed with champagne and crudités. Outside, people were taking pictures of window mannequins. When the lights turned red, the mannequins started dancing, and the living stood motionless when the lights turned white.
At 8 p.m., three VIP cars were outside to transport the guests to the Stadsarchief. A black carpet outside, old pictures of the Leidsestraat, PC Hooftstraat, Bijenkorf, and Maison the Bonneterie exhibited, and the Hugo Boss Spring Show on the big screen at the end of the hall made the Stadsarchief a real fashion spot.
So, for the first time in history, the old safe at the Stadsarchief was the setting of a special, exclusive dinner. The guests walked down the stairs, and Rupert Blackman started singing. All the guests were seated at a long table with large flower bouquets and handmade name cards. Above the table, white Hugo Boss shirts with LED lights were hanging inside. When everyone was seated, Maison van den Boer served a three-course dinner. Besides, during the dinner, DJ Philip Young played some music. After a great dinner, the guests received a special code to order a cab if they wanted one. It was an evening with a scoop we will never forget.
So, Backbone was in charge of producing this event.
Photos: (C)Reinier RVDA
