Hugo Boss opening flagshipstore

40 fashion journalists, photographers and bloggers were invited to celebrate the opening of the new Hugo Boss flagship store at the Leidsestraat. The invited guests were welcomed with champagne and crudités. Outside people were taking pictures of the living window mannequins. When the lights turned into red, the mannequins started dancing and they stood motionless when the lights turned into white.

At 8 pm, three VIP cars were standing 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 at the big screen at the end of the hall made the Stadsarchief a real fashion spot.

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 namecards. Above the table, there were hanging white Hugo Boss shirts with led lights inside.  When everyone was seated, a three course dinner was served by Maison van den Boer. 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.

Photos: (C)Reinier RVDA