The HUGO store at Mall of Split opened in 2018 as the brand’s first mono-brand retail location in Croatia, reintroducing Hugo Boss to the country through a dedicated, standalone space. Located on the mall’s first floor, the store was conceived as a direct expression of HUGO’s shift toward youth-driven fashion with clear visual identity, modular layout, and a focus on contemporary tailoring. It served as the brand’s reentry point into the Croatian market and set the tone for future locations in Zagreb, Rijeka, and beyond.
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In 2025, the store continues to operate as one of the brand’s highest-visibility locations in the region. During our visit to Split for the HUGO Adriatic takeover in June, the DSCENE team explored the store’s current design and expanded offering. What began as a menswear-focused retail concept has since evolved into a destination for both menswear and womenswear.
The store spans approximately 300 square meters and follows the brand’s latest retail design guidelines. Red detailing punctuates the neutral material palette of metal, wood, and matte surfaces. Wall-mounted rails and floating shelves allow for fluid adjustments across categories, while oversized mirrors and angled lights create depth and texture. The fitting rooms – discreet and angular – echo the brand’s industrial polish without excess. The result is a modular and clear environment that supports browsing without friction.
Product presentation is carefully structured. On one side, menswear anchors the space with blazers, trousers, knitwear, and outerwear arranged by use and color. On the other, womenswear introduces softer silhouettes and seasonal accents – ranging from tailored dresses and cargo trousers to ribbed tops and oversized jackets. Accessories like bags, sunglasses, and sneakers are placed throughout both sections, often paired with ready-to-wear to create full look moments.
In the days leading up to the Adriatic takeover, the HUGO store at Mall of Split hosted a tailoring workshop where invited media and creatives customized garments using Fall 2025 fabrics, supported by students from the Italian fashion school Callegari. The activation added a hands-on, personal element to the retail space, linking it directly to the brand’s broader regional programming.
HUGO’s Adriatic takeover transformed Split into a city-wide platform for fashion, music, and self-expression. Over a thousand guests gathered at Porat for a multi-sensory experience that included immersive rooms, live performances, and direct brand engagement – from customization stations to curated installations. While the event showcased HUGO’s cultural alignment with a new generation, the Mall of Split store remains the brand’s anchor in the city, offering a consistent, physical space for shoppers to experience the collections year-round.
Today, the Mall of Split store stands alongside other Hugo Boss locations in Croatia – including the larger-format BOSS Store in Zagreb’s Arena Centar and outlets in Rijeka and Designer Outlet Croatia – each serving different regional markets. The Split store remains significant not only for its accessibility but as the brand’s first dedicated presence in Croatia, offering visitors a welcoming environment to explore HUGO’s collections.
The DSCENE team was at the HUGO event in Split, capturing the energy as it happened. Read our full coverage here.
Photography by Borislav Utjesinovic for DSCENE Magazine.
