Concept design and layout planning for a HUGO pop-up store at a temporary location in a shopping center—timed to coincide with the start of the 2022 FIFA World Cup in Qatar. The goal was to create a unique brand highlight that perfectly matched the special atmosphere of the event.
Concept design and layout planning for a HUGO pop-up store at a temporary location in a shopping center—timed to coincide with the start of the 2022 FIFA World Cup in Qatar. The goal was to create a unique brand highlight that perfectly matched the special atmosphere of the event.
We created a striking, iconic brand space that fits seamlessly into the existing brand CI. The intensive, large-scale use of the existing brand pattern created a strong visual brand impact. We developed a cost-conscious design that took into account the limited lifespan of the pop-up store. In addition, existing store elements were reused to reduce costs and integrate sustainable aspects.
The temporary point of sale ensured maximum brand visibility during the 2022 peak season in Qatar. Additional brand experience areas increased customer loyalty and created new sales opportunities through the presentation of special collections and marketing activities. This project underscores the strong position of the HUGO brand in an international environment.
