Event Management • Brand Activation • Influencer Engagement • Media Relations • Experiential Strategy
As part of its bold new global identity, HUGO launched its first-ever store in Malaysia at LaLaport Bukit Bintang City Centre — and its first in Asia Pacific to feature the brand’s refreshed store concept. Designed for the rule-breakers and trendsetters, the HUGO experience is synonymous with self-expression, music, and subculture.
We were brought on to create a launch moment that didn’t just unveil a new store — but introduced a whole new attitude.
Our Approach
To launch the first HUGO store in Malaysia in a way that reflected the brand’s global refresh — a bold, youthful, music-forward identity. The event needed to capture the spirit of HUGO: expressive, authentic, and trend-defining. Beyond opening doors, it had to open minds.
Inspired by the energy of music festivals and underground youth culture, we turned the store launch into a HUGO Music Festival. From concept development to execution, we curated a music-fuelled launch experience with live performances by both local and international artists, complete with local f&b artisans, and interactive moments that celebrated the spirit of HUGO.
To deepen engagement, we extended the festivities across the weekend with public dance workshops in collaboration with Babel Dance, creating a street-style environment that connected music, movement, and style.
We also hosted a press preview of the new HUGO store and Fall/Winter 2022 collection. The guest list included media friends, influencers, and style insiders brought the HUGO community together — with fashion-forward fits and strong social buzz.
Impact & Action
The launch wasn’t just a store opening — it was a cultural moment. The music festival concept redefined what a fashion launch could look like in Malaysia, drawing crowds and press coverage, and positioning HUGO as a brand to watch. Influencers and media amplified the brand’s message of authenticity and bold expression, delivering widespread awareness and social engagement.