HUGO BOSS /// HBXP

Hugo Boss set out to reinvent the loyalty experience, and that’s how Hugo Boss XP was born. The programme combines classic loyalty features, such as tiers and points, with innovative blockchain-supported elements.

By introducing early Web3 capabilities, Hugo Boss XP opens up new opportunities for customer engagement: members can earn and redeem tokens (NFTs) through purchases and interactions across channels and brands. These tokens act as keys, unlocking access to exclusive products, unique brand experiences and selected sponsorship or collaboration partners.

Beyond conceptualising the entire programme and each token, we got to build them from the ground up, blending creativity with technology and our passion for craft.

gabriela ramalho

creative /// copywriter /// storyteller /// conceptual thinker