In a setting where contemporary elegance met high performance, BOSS hosted an exclusive experience in MZAAR Ski Resort located in Kfardebian, bringing together distinguished guests, media figures, influencers, and a delegation from HUGO BOSS AG for a unique moment dedicated to the world of ski and après-ski.
The destination was fully transformed into a BOSS environment, with the brand’s signature identity reflected across every detail; from the bespoke branding to the overall atmosphere, creating a seamless expression of the collection’s fusion of modern style and technical performance.
This experience comes as part of the vision of T2 Trading, the official HUGO BOSS partner in Lebanon, led by Mr. Izzat Traboulsi, to continuously introduce innovative concepts and elevated brand activations that reinforce BOSS’s positioning in the Lebanese market as a leader in contemporary fashion and lifestyle.
The activation was executed by Mr. Charbel Sabbagh whose expertise brought the concept to life with precision and creativity. The collaboration with MZAAR Ski Resort and InterContinental MZAAR played a role in further elevating this vision, with the existing Ski & Après-Ski pop-up at the hotel offering visitors the opportunity to discover the collection within a fully integrated alpine setting.
The dinning experience was curated by Chef Tarek Alameddine, the culinary force behind several award-winning concepts, who crafted a refined gastronomic journey inspired by alpine flavors and contemporary cuisine, while Gaia Baroudi elevated the ambiance through her distinctive tablescaping artistry, designing elegant, detail-driven settings that reflected the spirit of ski sophistication.
Through this initiative, BOSS once again highlights its lifestyle-driven approach, going beyond fashion to deliver complete brand experiences that merge style, performance, and dynamic energy.
With clear plans for 2027 and 2028, BOSS continues to strengthen its presence in Lebanon by introducing exceptional experiences that reflect the brand’s identity and showcase it in a powerful and inspiring way. This commitment also expresses HUGO BOSS AG’s strong belief in Lebanon, its potential, and its promising future as a vibrant and essential market for growth and innovation in the region and emphasising further their partnership with Mr Izzat Traboulsi.