In a symphony of electric blue, HUGO x Zalando – Berlin Blue – transformed monochrome into a statement. From blue lights and floors to cobalt drinks and indigo fashion—down to the details like blue toilet paper—the launch of the HUGO BLUE collection didn’t just live up to its name, it elevated it. HUGO BLUE and Zalando teamed up for a unique experience celebrating creativity, self-expression, and community; where even the guests’ azure locks and indigo outfits felt like art in motion. For one unforgettable Friday night, Berlin pulsed in shades of blue.
Prince Charles in Kreuzberg set the perfect stage for Berlin’s avant-garde, with its disused indoor pool as the ultimate backdrop. Guests didn’t just attend—they ‘swam’ through the event, gliding beneath suspended HUGO BLUE pieces while moving to the hypnotic beats of DJ sets by Moneyama and Khadijasound. The space pulsed with creativity, bringing together Berlin’s most talented artists and stylists in a seamless blend of fashion, art, and sound. Berlin’s artistic pulse was on full display, inviting everyone to feel the spirit of limitless expression. Live wall art by Kogan unfolded in real time, turning the night into an immersive, ever-evolving canvas.
Outside, the HUGO BLUE Sock Print Customisation station added a playful edge—just a quick blow-dry and you had the ultimate accessory to match your new HUGO BLUE ensemble. For those looking to elevate their look even further, hair stylist TAIGA was on hand to adorn hair with bold blue tribal designs, while retro-gaming enthusiasts could flex their skills at the HUGO jump-and-run arcade. To make everyone truly feel and experience the collection, the pieces were displayed for guests to try on, with attendees also having the chance to win exclusive HUGO BLUE pieces customized by the featured artist of the evening. The blend of creative freedom and a space bathed in blue hues turned the event into something beyond a celebration—it became an immersive tribute to the new collection, where self-expression took center stage, perfectly echoing the campaign’s motto: HUGO YOUR WAY.