German-based company Hugo Boss has opened a brand new store in Frankfurt featuring for the first time ever a special installation of an interactive catwalk in its display windows. The collections are staged in surprising ways with motion-capture technology. Animated butterflies react to the movements of customers and viewers on 12 LCD screens. The installations are to attract customers during the next three weeks.

The two-story store is located in Frankfurt’s Börsenstrasse 1 and has a total floor area of almost 530 sq. meters. Showcased amongst modern architectural structures are the collections of Boss Black, Boss Selection, Boss Green and Boss Orange for both men and women as well as accessories.

Including the new store in Frankfurt, Hugo Boss operates nine directly-managed stores in Germany. Worldwide the brand is sold through 1,300 doors in over 80 countries.

—Susannah Carey