Hugo Boss marked the start of the Japanese Grand Prix last month with a new window campaign that used state-of-the-art technology. At the brand’s flagship store in Aoyama, a popular shopping and entertainment district in Tokyo, all the windows carried a Formula One theme and celebrated the Vodafone McLaren Mercedes team and its drivers Lewis Hamilton and Fernando Alonso.

Hugo Boss installed interactive windows at its Tokyo store to celebrate the Japanese Grand Prix.

On a 6-by-4-foot touchscreen, installed to the left of the entrance, customers could access an array of information on the Formula One drivers and the latest Vodafone McLaren Mercedes Collection from BOSS Green, the brand’s sportswear collection for men.

The touchscreen window display allowed customers (and Formula One drivers) to access information about the Vodafone McLaren Mercedes team and new products in the Hugo Boss Green sportswear line.

Keeping the F1 theme inside the store, a life-size model of Lewis Hamilton’s car was on display, while portraits of team drivers were showcased on the third floor.

The specialty retailer says feedback was so positive that it plans to integrate the technology into other stores and shops around the world.

Large scale window images, as well as a life-size F1 model car displayed inside the store, unified the visual theme.

Photography: Courtesy of Hugo Boss AG