Boss flagship in New-York

BOSS Flagship Store Opens at Columbus Circle with Art Installation

Hugo-Boss - Woody Allen
Marco Brambilla & Woody Allen

The September 24, HUGO BOSS hosted a celebration at the new BOSS Flagship Store at The Shops at Columbus Circle.

The highlight of the evening was the premiere of the extraordinary video installation, entitled “Anthropocene,” created by renowned video artist Marco Brambilla. Viewers enjoyed being the first to experience the 6,000 square foot video art installation projected in the glass atrium of the Time Warner Center. “Anthropocene” debuted accompanied by a live performance by the Juilliard Orchestra. Some 300 invited guests – including Josh Duhamel, Liam Hemsworth, Joel Schumacher and Woody Allen along with Mark Sanchez, Alex Lundqvist and Marco Brambilla – attended the opening celebration and listened to the music styling of DJ Kiss while enjoying the new modern shopping environment.

HUGO BOSS partnered with Art Production Fund for the presentation of “Anthropocene,” which will continue to be projected in the glass atrium of the iconic Time Warner Center at Columbus Circle each night from 7 – 10 pm, September 25 – 30.

“Anthropocene” presents a rich visual portrait of the core geography within and between Central Park and Columbus Circle. Traversing through the urban energy of the city to the serene natural qualities of the park, this portrait synchronously builds in intensity and pace, at times serenely minimal and at others pulsing with energetic imagery.

Social Media Campaign “Be Part of the Art”

The concept for the social media campaign “Be Part of the Art” consists of New Yorkers sharing Marco Brambilla’s art installation with the rest of the world. New Yorkers will be encouraged to instagram videos, using the hashtag (#HBNYC) to show their own point of view. This hashtag will allow those around the world to experience and watch the video installation live on Instagram. Miss HUGO BOSS (@hugoboss) has been tweeting live from the event.
Overview of HUGO BOSS online activities: Marco Brambilla’s video installation “Anthropocene” on