BOSS OUD IN-STORE

NiCE partnered with P&G to develop a unique in-store experience centered around bringing masculinity alive in a Middle Eastern context. The custom-made typeface is authoritative and modern, reflecting Hugo Boss' equity while expressing masculinity and luxury. The environment was creatively amplified into a monumental and striking iconic asset, used across all touch-points. Designed to be seen from above & celebrate the Arabic word form.

BOSS OUD IN-STORE

Designed to be seen from above, the display used the Arabic word form as inspiration.