Boss Transforms F1 Fandom with Immersive Apple Vision Pro Experience

The landscape of modern retail is undeniably shaped by the power of experience, a trend that is not only here to stay but is continually intensifying. Recognizing this pivotal shift, Hugo Boss's Boss label is spearheading a new global initiative designed to captivate consumers through immersive engagements, with its inaugural stop having recently launched in London.

Within its Regent Street, London, store, Boss has unveiled an extraordinary "immersive experience that redefines Formula 1 fandom." This cutting-edge venture is a strategic collaboration with the Aston Martin Aramco Formula One Team, powered by the advanced Apple Vision Pro technology. The experience promises to transport fans beyond the traditional grandstand, plunging them directly into the high-octane, high-performance world of Formula 1 racing.

Participants are invited to embark on a multi-stage journey through a dynamic spatial environment, designed to place them "into the heart of the race action." Guided by prominent Boss brand ambassadors and Aston Martin Aramco drivers Fernando Alonso and Lance Stroll, the experience challenges individuals to fully embody the mindset of a true Boss, pushing their limits in a fast-paced setting.

The intricate technical design and execution of this ambitious project were expertly led by EPAM Systems, Boss’s strategic digital transformation partner. EPAM Systems has meticulously crafted a virtual adventure that authentically captures the thrill and intensity of the racetrack. The journey includes precision visual targeting exercises and complex 3D spatial puzzles, all inspired by critical strategic race decisions, demanding sharp focus and instantaneous reflexes from every participant.

The culmination of this immersive journey is a breathtaking Test Lap, where fans are enveloped by the visceral roar of the AMR25, providing a sensation that goes beyond a mere simulation. As James Foster, SVP Global Marketing at Hugo Boss, articulated, "Formula 1 is the pinnacle of speed, precision, and pressure—an exhilarating world that few get to truly experience firsthand. With this extraordinary spatial experience, we break down barriers. We’re not simulating a race; we’re transporting fans into an absolute Boss mindset."

The experience officially launched on October 2 and is set for a comprehensive global rollout. Following its debut in London, it will travel to key cities including Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore, with additional stops in London planned. Strategically launching just ahead of the Formula 1 Singapore Airlines Singapore Grand Prix 2025, the initiative aims to ignite global excitement for one of the most anticipated events on the racing calendar.

Rob Bloom, CMO of the Aston Martin Aramco Formula One Team, highlighted the broader impact of this innovation, stating, "This innovative experience addresses one of F1’s biggest challenges: fewer than 1% of fans have experienced the sport in person. Now, fans can see, feel, and immerse themselves in the action like never before. It’s a powerful example of how Aston Martin Aramco continues to evolve its legacy with its partners—classic at the core, but defining the future of experience."