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Hugo Boss

One of our recent retail signage projects involved designing and installing an eye-catching illuminated shopfront with external branding for Hugo Boss, for their retail store in the Bluewater Shopping Centre just outside London. 

The request came from Jarose Interiors, a high-end interior design specialist who was acting as the Main Contractor on a full refurbishment and fit-out of the retail store. It was an intriguing, ambitious, and unique project to work on, involving a wide range of materials and finishes, and liaison with multiple contractors to complete the project within a tight timescale and budget.

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Project Brief:

Design and installation of a fully stepped polished stainless-steel shopfront with LED illumination and external branded signage.

The Challenge:

The Bluewater Shopping Centre is one of the largest indoor retail centres in Greater London and the South East, with intense competition for footfall among its retail outlets. Hugo Boss wanted to refit their retail unit with a new and completely original shopfront, designed to make a strong impact on passers-by and increase in-store trade.

Liaising directly with the end user about their design concept, there was no doubt that the ideas they had in mind, if we could execute them, would create a wow factor and make their brand stand out.

How We Helped:

Our team provided a full design, manufacture, assembly, and on-site installation service for this one-of-a-kind bespoke shopfront, including project management. At the outset of the project, some people describe the end-users’ ideas as ‘outlandish’ and ‘far-fetched’, but we never shy away from a challenge and were determined to transform the design brief into reality as closely as possible.

This was a unique and unusual design to implement in a retail store, so a lot of care and attention was focused on the design consultation stage, with several focus sessions taking place with the customer and end user to ensure that all design elements and aesthetic details were successfully incorporated into the final scheme.


“I sincerely thank all at Image Technique for turning this design into a spectacular reality.”

Spectacular is no overstatement for this project. Visually, the completed stainless steel and LED shopfront was a jaw-dropping sight, drawing the attention of customers to the store itself and completely fulfilling the industrial-cyber design aesthetic requested by the client. 

The Bluewater Hugo Boss store is now one of the leading shopfronts in South-East England, and the end-user is contemplating incorporating the design concept into future refits on their other stores across the country.

The project brief was original, edgy, and interesting to work on – but also clear in expressing what the end user wanted and expected from their design concept, and the Hugo Boss and Jarose team were a delight to work with throughout.

Pictures of the shopfront can be seen below – but to do it justice we strongly recommend looking in person when you’re next in Bluewater.

LED lit Hugo signage

Next Steps

Bespoke external signage has the potential to make a strong impact on customers, differentiating your brand in a crowded retail environment. To discuss your ideas and concepts – no matter how ambitious or original – and how we can help turn them into a workable reality, please call our innovative design team on 01527 578533.