Project > BOSS, Oxford Street

Innovating retail spaces

The brief

DB3 lead the implementation and detailed design for the new BOSS Store, as part of a larger framework. Leveraging our vast experience and expertise, we provided Architect and Principal Designer services throughout RIBA Stages 3 to 6, ensuring that the store met the highest standards of design and functionality. With a total retail space of 626 square metres spanning two floors, the new store presents the full range of both BOSS Menswear and BOSS Womenswear, as well as watches, eyewear, jewellery, and fragrances. The new retail approach focuses on strengthening the customer journey along different consumer touchpoints, providing a more immersive shopping experience that seamlessly blends digital and in-store interactions. With this new approach, customers can expect a unique and personalised shopping experience that caters to their needs and preferences.

Key considerations

Key considerations

This project posed a distinctive set of challenges due to ongoing shell works carried out by the landlord in other units in the same block. However, our team was highly proactive throughout the entire process, providing expert advice and guidance to the client whenever possible. This level of collaboration and communication helped to ensure that any potential issues were identified and addressed early, minimising delays and ensuring that the project was completed on time and to the highest possible standard.



The spiral staircase in the sales area of the store is a remarkable feature that contributes to the overall aesthetic and functionality of the space. We coordinated the details design as part of a collaborative effort with the main contractor and fabricators to ensure that the final product was visually striking and structurally sound.

Aside from its aesthetic value, the spiral staircase’s design is also practical, as it maximises the use of space and improves the flow of traffic within the store. The staircase’s curvature creates a natural focal point for customers, directing their attention to the different levels of the sales area. This design element adds interest to the store’s layout and improves customer engagement, ultimately leading to increased sales.



The new design of the store features a full suite of bespoke digital elements which are aimed at providing customers with a seamless and immersive shopping experience by blending digital and physical storytelling. One of the most noteworthy digital features is the interactive window display, which allows passers-by to engage in a video game using their mobile devices.

Inside the store, customers can view brand ambassadors’ styles on a social media wall and purchase these items through a digital shopping function available via screens or tablets. The store also features an interactive screen that enables customers to tailor products, with personalised items available for purchase within minutes.

Additionally, the store has fit guide tools in select areas to help customers find suitable product styles and fits, including shirts, suits and jeans. These innovative digital touchpoints provide customers with additional insights into the BOSS brand and its latest collections, making their shopping experience effortless.

“The interactive digital touchpoints offer our customers an inspiring journey, enabling them to explore our brand worlds in a new and exciting way.”

Oliver Timm, HUGO BOSS Chief Sales Officer

Client information

Client information


Contractor: JARose

Structural Engineer: Perega

MEP Engineer: FHP

Principal Designer: DB3

Location: Oxford Street, London

Value: 1M

RIBA Stages: 3-6

Date Completed: June 2022

DB3 People: Rob Prescott, Rosario Gonzalez, Rosa Aragon

Expertise Area: Retail


DB3 Retail

DB3 Retail

DB3 Retail provides end-to-end design solutions, catering to a range of retail formats, including individual customised stores, out-of-town shopping centres, and supermarket chains.

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