The brand
and the launch.
Hugo Boss is one of the most recognisable fashion brands in the world, with a premium positioning that combines contemporary style and masculine ambition. The launch of the new Hugo Boss fragrance in the Gulf market represented a strategic moment: Zac Efron — the face of the global “Your Time Is Now” campaign — was brought to Dubai for an exclusive in-store activation.
The event unfolded on two levels: a public fan experience built around the fragrance launch inside Paris Gallery at the Dubai Mall, and a VIP evening for regional press and opinion leaders at D3, Dubai’s Design District.
Our role covered the full operational direction of the launch: from celebrity management to regional media accreditation and coordination, through to the staging of the VIP evening at D3.
Bringing Zac Efron to Dubai wasn’t just an event — it was building a brand moment around him. From the fan experience at the Dubai Mall to the VIP evening at D3, every detail was part of one coherent narrative.
The images,
the moment.
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Two venues,
one direction.
“Celebrity management, PR with regional media, in-store activation for the fragrance launch and a VIP evening at D3. Two venues, two audiences, one single direction.”
