HUGO pop-up birthday party

Exhibition to celebrate 20-year anniversary

HUGO BOSS has announced it will launch a pop-up exhibition to celebrate the brand’s 20-year anniversary.

The show will be held at the Saatchi Gallery in London and will include pieces commissioned by HUGO as part of its RED NEVER FOLLOWS project: a collaboration with 20 global creatives on visionary and experimental works.

Participating artists include US installation artist Mark Jenkins, UK directors Us (aka Christopher Barrett and Luke Taylor) – who create short, offbeat videos – and Portuguese stencil artist, Victor Ash, whose work has been displayed at the Palais de Tokyo in Paris and PS1 Gallery in New York. Visitors can expect to see everything from video installations to interactive light projections to sound design and murals.

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The announcement of the innovative exhibition comes after BOSS showed in the emerging Shanghai market for the first time in May.

And the brand continues to shake things up: earlier this month, New York designer Jason Wu was appointed artistic director of BOSS womenswear. The designer – who dressed Michelle Obama for the President’s inauguration ball in 2009 – will show his first runway collection for the label in New York in February 2014.

The pop-up exhibition will run from 31 July to 1 September 2013.

Wu's the BOSS

BOSS in Shanghai

Michelle Obama style file

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