Hugo Boss briefed us to create their event and I was the lead art director and designer of the posters as the main marketing vehicle for the new Hugo SS19 party launch in Dubai in October 2018.

/ With a Dubai meets #theberlinway approach I worked on creating a visual communication style, and also a name for the posters. I came up with the title ‘Hugo Klubnacht’ as a berliner’s way of saying club night. /

The posters created a grungy Berlin inspired feel and were put up in a step and repeat manner all over the shell and core venue turned club in Dubai’s most prominent Design District D3. The posters were used physically and as the main outdoor photo backdrop, in addition to being the digital vehicle that was sent out as a personal email invite to more than 300 guests and influencers.

/ This project consisted of 2 rounds, with two options designed for each. /

Round 1 was presented at the time of the pitch and then while working closely with the Hugo team we did some reiterations. I worked on Round 2 and art directed a photoshoot at the initial location, The Opus by Zaha Hadid, then with the venue being changed to Dubai Design District, we reiterated the photography to match the location. I also created A5 food and drinks menus.

/ Berlin is the main source of our inspiration. It is a city that favors the bold, with a sense of freedom, self expression and individuality. Having all this inspiration in mind I wanted to give the posters a personal DIY touch and a modern urban feel using strong colors and textures with a focus on a vibrant Hugo neon yellow. /

The client loved the Berlin inspired street style approach to creating the poster. In addition to my hand painted textures, and the color palette of the Hugo collection itself, I created reverse type and logo type compositions that stood out in the collection. I took all these elements and combined them in a unique layered way to create the posters. We were looking for a raw, bold and versatile feel that represents youth, freedom of expression and a grungy Post-wall Berlin that embraced Techno clubbing as a main source of liberalism and expression, reflecting a multifaceted and edgy contemporary urban wear.

/ In this section you will get to see some of the steps in the creative process that I used in order to design the posters. Check out the animated painted textures that i had created below, and then spot how they create a street style effect in berlin inspired ‘Hugo Klubnacht’ poster. /

Adding this unique street-wise and personal touch gave the work the edge that it needed to stand out #theberlinway. You will come across them in the first poster option that was presented to the client at the time of the pitch.

It is the one that the client chose and after that, I worked very closely with the Hugo marketing team on some reiterations. Option 2 is also showcased right after.

/ THIS DIRECTION’S MAIN INSPIRATION ARE BERLIN’S TECHNO CLUB LIGHTS. AT A CLUB, LIGHTING ACCOMPANIED BY BEATS CREATE THE ULTIMATE VIBES. /

I’m thinking 90’s Berlin Raves and underground club scene filled with intense laser lights creating a series of massive underground reflections.

/ Below is the reiterated version from option 1, and the selected visual direction of the Hugo Klubnacht invitation posters at their first designated location, The Opus by Zaha Hadid. I art directed The Opus’s photoshoot, then selected and edited the shots that spoke the brand’s language. There were approved until a last minute change in location that had us go back to another set of photos. /

The photography’s purpose was not only to represent the brand in its quintessential Berliner essence, but to associate it with a very prominent urban spot, shot with an energetic and visually dynamic angle that highlights and defines the impactful energy of the modern structure almost mass sculpture, The Opus by Zaha Hadid is really a sight to see in any modern environment. That is the energy that Dubai brought forth and what the concept of Berlin meets Dubai emanated.

The venue was relocated to D3. below is The final ‘Hugo Klubnacht’ Poster that was printed out and sent as an email invite to all the guests.

I used a photo that featured parts of a glass mirrored urban structure, which represented the ultra modern architectural style of the buildings in Dubai’s Design District.