Gisele Bündchen and Lee Minho Towered Over London in the Technology-Forward Brand’s Latest Innovation
Inaugurating the launch of its Spring 2024 campaign, Boss created a large-scale hologram installation that projected brand ambassadors Gisele Bündchen and Lee Minho ten meters into the sky at London’s Potters Fields Park, near the iconic Tower Bridge. The first campaign from a major fashion house to make use of a large-scale hologram, the activation ran from sunset on January 31st to sunrise on February 1st.
The activation comes as one part of the brand’s ramped-up marketing strategy that takes an expansive, omni-channel approach, with an emphasis on digital communication and driving engagement. Last year, Boss shared plans to further make being a technology-forward company a major part of its identity.
The holograms themselves were made from an array of transparent LED screens displaying video that was specially shot on a turning platform with specific lighting to create the 3D effect. During the live projection, smoke effects and choreographed lights were added to help create a sense of realism and depth.
“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at Hugo Boss. “The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications. The novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations towards our brand.”
In addition to turning heads across London, the activation provided a powerful way to create content and drive engagement across the brand’s social media channels, as well as those of the two very popular ambassadors.
