Padova, April 17, 2022

On the weekend of April 15-17, HUGO hosted a series of branded events in Palm Springs, getting the HUGO House, a creative hub for TikTokers and talents, and the exclusive      HUGO x Soho Desert House, a pop up by Soho House, on the radar of millions of festivalgoers. 

The brand transformed a boutique hotel in downtown Palm Springs into the HUGO House, a content space featuring the brand’s iconic color codes of red, black, and white – complete with light installations, a denim walkway, and more. Over the three days, along with HUGO Eyewear partner Safilo, the house ran a jam-packed schedule of events, including workshops and poolside happy hours for a real community vibe.

High-profile TikTok creators Markell Washington, Benji Krol, Nils Küsel, Noen Eubanks, Desi Lundoloki, and actor Chloe Cherry, were invited to take up residence in the house. Each of the talents were given one of the hotel’s rooms decorated in a style unique to them. Davis Burleson from TikTok show “What’s Poppin’” kept tabs on things, reporting day-to-day goings-on from inside the house. The rest of the guest list read like a Who’s Who of social media’s biggest stars, with Michael Le and Tiffany Le, Avani Gregg, Anthony Reeves, Larray (Larri Merritt), Ehiz, Nia Sioux, Andrew Davila, Nicky Champa, Pierre Amaury Crespeau and Harry Tate, who were invited to stop by and create engaging content to further emphasize the brand’s TikTok-first activation, with the hashtag #HUGOYourWay shared with millions of followers all over the world.

The weekend saw a mix of personalities, events, and activities. Friday’s highlight was an embroidery session at the HUGO House where guests could customize their own festival looks, ending with a brunch at Melvyn’s Restaurant & Lounge where the brand invited VIPs, friends, and newly promoted Senior Vice President Creative Direction at HUGO BOSS, Marco Falcioni. Among the guests in attendance were actors Charles Melton, Rob Raco, Hero Fiennes Tiffin and model Dilone. 

On Saturday afternoon, the brand organized an off-site excursion to the exclusive          HUGO x Soho Desert House, a pop up by Soho House, in the middle of the desert. HUGO, the only fashion partner of the Soho Desert House, along with Safilo, the lifestyle accessory partner for HUGO Eyewear, provided an exclusive entertainment for guests during the entire weekend, including a live performance from brand ambassador Big Matthew. Customized booths especially designed for the occasion offered VIPs the opportunity to try on and pick their favorite style among the latest HUGO Eyewear collection. An art installation representing a giant pair of LED-lensed HUGO sunglasses was created and placed on the Soho Desert House grounds, providing an ideal background for photo opportunities. House guests and those invited to the VIP brunch were also in attendance at the HUGO x Soho Desert House pop up.

On the final day, guests took part in a tie-dye workshop with a group of local L.A. designers. Throughout the festivities, talents were dressed head to toe in HUGO – specifically the brand’s signature logo pieces and denim range. The looks are already available to shop online and in-store, with an exclusive festival-inspired edit, featuring vibrant colors, allover logo prints, and unique graphics, coming soon.

High resolution images can be downloaded from:

HUGO House:

HUGO x Soho Desert House, a pop up by Soho House:








Established in 1934 in Italy’s Veneto region, Safilo Group is one of the eyewear industry’s principal players in the design, manufacturing and distribution of optical frames, sunglasses, sports eyewear, goggles and helmets. The Group designs and manufactures its collections by blending stylistic, technical and industrial innovation with quality and skillful craftsmanship. Research & Development and design have always been the Group’s cornerstones: thanks to its constant experimentation with new materials and shapes, and to its specific skills and savoir-faire, Safilo sets the latest eyewear fashion trends worldwide and plays a key role in the global eyewear industry. With an extensive global presence, Safilo’s business model enables it to monitor its entire production and distribution chain. From Research and Development in five prestigious design studios, located in Padua, Milan, New York, Hong Kong and Portland, to its six company-owned production facilities and network of qualified manufacturing partners, Safilo Group ensures that every product offers the perfect fit and meets the highest quality standards. Reaching approximately 100,000 selected points of sale worldwide with an extensive wholly owned network of subsidiaries in 40 countries and more than 50 partners in 70 countries, Safilo’s well-established traditional wholesale distribution model, which encompasses eyecare retailers, chains, department stores, specialized retailers, boutiques, duty free shops and sporting goods stores, is complemented by Direct-to-Consumer and Internet pure player sales platforms, in line with the Group’s development strategies. Our brands The Group’s portfolio encompasses own core brands and licensed brands.For both categories, Safilo designs and manufactures collections of optical frames, sunglasses, sports eyewear, goggles and helmets that combine research with innovation and style to meet the expectations of the different brands, opticians and customers. Safilo’s own core brands are strategically crucial to the Group’s development goals which is why, alongside those already part of its portfolio – the most significant being Carrera, Polaroid and Smith – there have recently been two great new additions through direct acquisitions – Blenders Eyewear and Privé Revaux. The Group’s licensed brands are among the leading and most diversified in the eyewear sector. A multitude of fashion houses turn to Safilo for their eyewear collections, recognizing the great expertise and knowledge that it has built over the years, its ability to best interpret and enhance every single brand’s DNA, and the unique savoir-faire that enables it to create success stories in the eyewear industry. With more than 30 brands, Safilo’s portfolio covers all consumer segments: from Fashion Luxury – with Boss, Carolina Herrera, Jimmy Choo, Isabel Marant, Missoni, PORTS, Moschino and Safilo – to Lifestyle – with Carrera, Chiara Ferragni Collection, Dsquared2, Eyewear by David Beckham, Marc Jacobs, Levi’s, Tommy Hilfiger, Tommy Jeans, Kate Spade, Banana Republic, Fossil, HUGO, Juicy Couture, Liz Claiborne, Love Moschino, M Missoni, Pierre Cardin, rag&bone and Rebecca Minkoff – and Sports & Outdoor – with Smith and Under Armour – to the fast-growing Mass Cool segment –with Blenders, havaianas, Polaroid, Privé Revaux and Seventh Street.