在快速变动的当下，各类同质化内容经由社媒渠道快速塞满了我们的生活。在这一现象里，hug作为一家拥有先锋视角与逐渐趋于稳定内核的态度表达者，更加希望借由服饰空间这一具象载体，对外传递品牌态度，并塑造能够切实作用、并改善当代城市碎片化生活形态，让人能够冷静表达自己的安静角落，回归身心平和，重拾理性思考的场域，以此强化买手店本身与其顾客的双向信任关系，完成属于品牌的迭代与进化。 基于此目的，本次hug3.0选址于城市中心腹地，提取自然所衍生的纯粹与柔和氛围，贴合当下语境，通过色彩组合的考量与混凝土、钢筋等材质的选择、曲面点线的布局，使自然之感与城市之境得以衔接，并希望借此空间，给这个已经足够热闹商业区位注入不一样的轻松随和之感，让每一个途经此处的观者都能借由hug这一“窗口”感受自然之于人类天然的疗愈作用，以此完成「城市山谷」这一设计主题的呈现。
In the face of rapid changes, all kinds of similar content quickly filled our lives through social media channels. In this phenomenon, hug, as a person who had a vanguard view and gradually stabilized the core attitude, hoped more that with the help of the clothing space, she could communicate with the outside world about the brand attitude, and create a real effect, and improve the modern city's fragments of life, so that people could calmly express their own quiet corners, return to the field of physical and mental peace, and regain rational thinking, In this way, they could strengthen the mutual trust between the shop itself and its customers and complete the evolution of their brand. For this purpose, the hug3 0 was located in the core commercial area of the city, extracting the pure and gentle atmosphere derived from the nature, which was in accordance with the current situation. Through the consideration of color combination, the selection of materials like concrete, reinforcement, and the layout of curved points, the natural feeling was connected with the city's atmosphere. He hoped that this space could give this lively city a different sense of ease and ease, Every passer-by here could feel the natural healing of human beings through the hug's window, so as to complete the presentation of the design theme of the city valley.