This past weekend, Hugo hosted a series of branded events in Palm Springs. The event saw the Hugo House (a creative hub for TikTokers) and the exclusive Hugo x Soho Desert House, a pop-up by Soho House, put on the radar of millions of festival-goers.
The brand transformed a boutique hotel in downtown Palm Springs into the Hugo House for the weekend. This hotel helped create a content space featuring the brand’s iconic colour codes of red, black, and white. Light installations, a denim walkway and more helped carve out the picture-esque views. Run over three days alongside eyewear collection partner Safilo, the house ran a jam-packed schedule of events including workshops and poolside happy hours for the ultimate community vibe.
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Friday
The weekend kicked off as guests could customize their festival looks with an embroidery session at the Hugo House. Brunch was available at Melvyn’s Restaurant & Lounge. In attendance, alongside the brand invited VIP, was newly promoted Senior Vice President of Creative Direction at Hugo Boss, Marco Falcioni. Among the guests in attendance were actors Charles Melton, Rob Raco, Hero Fiennes Tiffin, and model Dilone.
Saturday
Saturday highlighted an organized off-site excursion to the exclusive Hugo x Soho Desert House in the middle of the desert. The brand provided exclusive entertainment for guests throughout the weekend, including a live performance from brand ambassador Big Matthew. Customized booths specially designed for the occasion offered VIPs the opportunity to try on and pick their favourite style among the latest eyewear collection. An art installation also represented a giant pair of LED-lensed Hugo sunglasses. Thus, providing the perfect Instagram-ready backdrop for the many photo-ops.
Sunday
On the final day, guests took part in a tie-dye workshop with a group of local L.A. designers. Talents dressed head-to-toe in signature logo pieces; the looks are already available to shop online and in-store, with an exclusive festival-inspired edit featuring vibrant colours, all-over logo prints, and unique graphics.
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Feature image credit HUGO
