HUGO Blue x Imaginary Ones
Combining clothing customization, AR virtual try-on, and Roblox world launch
The Challenge
Hugo Boss in collaboration with Imaginary Ones needed to increase brand visibility and awareness for their new 'Hugo Blue' clothing line through an immersive technology-led campaign that seamlessly blended physical fashion with digital experiences.
Our Approach
We launched an NFC-chip activation integrated inside physical jackets, enabling 500 IO NFT holders to redeem a digital customisable AR lens and Roblox jacket item. Users could purchase limited edition physical items and personalise their jacket with unique patchwork art across AR and Roblox.
The Outcome
Successfully bridged physical fashion and digital experiences, with 500 NFT holders accessing AR customisation and Roblox wearables, creating entirely personalised Hugo Blue Denim jackets across physical and digital platforms.
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