Hugo Boss has re-opened its Columbus Circle store, which celebrated its expansion. The space recently increased in size by 50% and now spreads across three floors, making the New York flagship the largest Hugo Boss in the Americas. In attendance amongst the guests were Liam Hemsworth, Josh Duhamel, Woody Allen, and Marina Abramovic.

The German brand has been a longtime supporter of the arts, notably beginning the Guggenheim’s Hugo Boss Prize in 1996; fittingly, the launch focused on a site-specific video art installation commissioned by Hugo Boss from Marco Brambilla entitled Anthropocene. Over the next week, three massive projection screens, suspended in the atrium of the Time Warner Center, will display the piece nightly.

http://www.youtube.com/watch?v=LN22maPh4Nw

Created with data gathered from geospatial scanning lasers, the film is a Technicolor acid trip of Central Park, with the buildings surrounding the park presented in solemn gray scale. Last night's vernissage even featured a live musical performance by a troupe of Juilliard musicians and a video introduction by Mayor Michael Bloomberg.