HUGO kicks off festival season in Palm Springs
Welcome to the HUGO House in downtown Palm Springs – THE place to experience the best of one of the world’s ‘hottest’ music festivals. From April 15 to April 17 the HUGO House as well as its exclusive HUGO x Soho Desert House, a pop up by Soho House, were the creative hub for TikTokers and talents.
The space featured the brand's iconic color codes of red, black, and white – complete with light installations, a denim walkway, and more. Over the three days, along with HUGO Eyewear partner Safilo, the house ran a jam-packed schedule of events, including workshops and poolside happy hours. Resident guests at the house included renowned TikTokers, while some of social media’s biggest stars stopped by to share a glimpse of the festival action with millions around the world.
#HUGOYourWay
HUGO House in Palm Springs
Benji Krol & Nils Küsel
Citizien Queen & Nia-Sioux
Desi Lundoloki
Marco Falcioni & Big Matthew
Markell Washington & Chloe Cherry
Liv Huffman & Noen Eubanks
Old Gays
The action-packed weekend began with an embroidery session at the HUGO House where guests could customize their own festival looks, ending with a brunch at Melvyn’s Restaurant & Lounge where the brand invited VIPs, friends, and newly promoted Senior Vice President Creative Direction at HUGO BOSS, Marco Falcioni. The next day, guests were whisked away to the exclusive HUGO x Soho Desert House, a pop up by Soho House, in the middle of the desert. For the entire weekend, HUGO, the only fashion partner of the Soho Desert House, a pop up by Soho House, along with Safilo, the lifestyle accessory partner for HUGO Eyewear, provided exclusive entertainment for the guests, including a live performance from brand ambassador Big Matthew. Guests were also able to try on and pick their favorite style from the latest HUGO Eyewear, Safilo collection at customized booths.
On the final day, they had the chance to take part in a tie-dye workshop with a group of local designers. Talents were dressed head-to-toe for the entire weekend in the brand’s signature logo pieces and denim collection. The looks are available to shop online and in-store now.
