Wednesday 19 October 2011

Hugo Boss, London

We weren't initially sure about this scheme at Hugo Boss right now which we can view around town (and probably every where else around the world)  as it is very similar to an LV scheme from a few years ago which featured Big Brother-style CCTV-style video cameras.  However, while this scheme is essentially metallic paper aeroplanes, there are more layers here than one would expect.  We found ourselves across their Regent st branch today viewing this scheme and bizarrely this whole installation has so many other layers than one would expect.  Shadows of people passing this installation are reflected within these metallic finished pieces which as they (the passersby) walk by are reflected within in them.  This instantly gives these pieces a sense of movement.  Whether by default or by design, suddenly this installation is elevated to the realms of a Fine Art installation where one needs to scratch a lot lower below the surface in order to find some kind of meaning.  This scheme/installation is working way beyond our own expectations and good on these guys at Hugo Boss.

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