This summer Hugo Boss is heading east with the installation of its first pop-up shop in East Hampton. The brand is taking over the former Gucci locale at 46 Main Street, and occupies 1,200 square feet of space.

Mark Brashear, chairman and chief executive officer of Hugo Boss, the Americas says, “People think of us as a brand. We want to show our sportier side.” So, in that vein, the temporary space will be outfitted in a modern, nautical appearance with white lacquered floors, sisal rugs, and black-and-white images of the company’s racing boat, the Hugo Boss Imoca 60. This sleek vessel will also be spending some time in the Hamptons over the summer after skipper Alex Thomson sails the boat to Long Island. There it will host countless executives and customers over the Fourth of July weekend.

The shop, which will carry Boss Black, Orange, and Green labels, opens over Memorial Day weekend and shuts down Labor Day. The perfect summer run, if we may say so.

Via WWD