HUGO BOSS
Experience Week
A Global Celebration of Community, Fashion and Loyalty
During Experience Week, HUGO BOSS invited members worldwide into a truly connected brand moment. Across all stores, one shared campaign video came to life, creating a global stage for fashion, exclusivity and identity.
Members
Exclusive
At the heart of the initiative stood the Members Exclusive program. STAN shaped the visual world: we translated the new loyalty identity into a multi-layered campaign that touched every point of interaction – from immersive in-store screenings to fashion week activations, from the HUGO BOSS apps to the launch of the HUGO BOSS XP App. Our work ensured that the program didn’t just communicate benefits, but created belonging, cultural resonance, and a new sense of access.
The XP App was a central pillar. Together with HUGO BOSS, we developed it into the digital hub of the loyalty ecosystem – enabling members to collect and unlock tokens, access exclusive rewards, and discover personalized content. By integrating XP into the Experience Week journey, we extended the campaign from a brand event into an ongoing daily connection, where membership becomes culture.
The campaign was built adaptively for both design worlds — HUGO and BOSS — ensuring a consistent yet distinctive experience across the brand’s dual universes. This flexibility highlighted the power of one global story that resonates locally and strengthened the presence of the loyalty program worldwide
Experience Week set a new benchmark for how HUGO BOSS connects with its members – and demonstrated STAN’s role in building loyalty ecosystems that merge fashion, technology, and community.