The fashion brand Boss has launched an immersive experience for motorsport fans in collaboration with digital service provider Epam Systems and the Aston Martin Aramco Formula One Team. With the help of Apple Vision Pro technology, a spatial world of experience is created that allows fans to immerse themselves in the world of Formula 1, the two companies announced on Thursday. The focus is on performance, luxury and brand emotion.
The focus is on a digital application that simulates the atmosphere of a Formula 1 race and is combined with elements such as 3D puzzles, visual training and a virtual test run in an Aston Martin racing car. The launch took place on the occasion of the Formula 1 Singapore Airlines Singapore Grand Prix 2025.
The experience has been available in select Boss stores since October 2nd, including London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai and Singapore. On site, visitors can use Apple Vision Pro to immerse themselves in an interactive simulation that, according to the company, combines motorsport aspects with Boss brand content.
“Formula 1 stands for speed, precision and top performance – values that can be combined with the Boss brand world,” said James Foster, SVP Global Marketing at Hugo Boss. “This activation is intended to enable a broader audience to engage with the brand in new ways.”
The technical implementation comes from Epam Systems and was developed by the company’s own Empathy Lab, which specializes in immersive experiences and digital innovations in retail. According to Ward De Kruiff, VP Business Consulting at Epam, the project aims to show how new technologies such as spatial computing can be used in marketing and retail concepts in the future.
The activation is part of the ongoing collaboration with the Aston Martin Aramco Formula One Team, with whom the company has had a partnership for several years. The immersive experience aims to further expand the connection between fashion, technology and sport.