BOSS unveils its Formula 1 immersive experience in collaboration with the Aston Martin Aramco Formula One Team. Powered by Apple Vision Pro, this project redefines how fans interact with motorsport, moving beyond the grandstand and into the intensity of racing. Jamie Campbell Bower fronts the campaign, embodying the energy and vision of this innovative launch.
The program introduces fans to a multi-stage adventure built within a fast-paced spatial environment. Guided by Fernando Alonso, Lance Stroll, and BOSS ambassadors, participants enter an adrenaline-driven sequence of challenges. Each step asks fans to adopt the mindset of a true BOSS, training focus and reflexes under race conditions.
The experience was developed with EPAM Systems, Inc., the strategic digital transformation partner for BOSS. Technical precision and design shape the environment, which immerses fans in the thrill of the racetrack. Interactive challenges range from precision visual targeting to 3D puzzles based on strategic race choices. The sequence builds toward a Test Lap, surrounding participants with the roar of the AMR25 and placing them virtually in the cockpit.
James Foster, SVP Global Marketing at HUGO BOSS, explains, “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, that we created with the Aston Martin Aramco Formula One Team, we break down barriers. We’re not simulating a race; we’re transporting fans into an absolute BOSS mindset.”
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The launch spans seven global cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore. Timed with the Formula 1 Singapore Airlines Singapore Grand Prix 2025, one of the season’s most anticipated races, each installation transforms a BOSS location into a portal for fans to step into the energy of Formula 1.
Rob Bloom, Chief Marketing Officer of Aston Martin Aramco Formula One Team, says, “Aston Martin is a timeless classic; a brand that has transcended eras by setting trends and creating iconic moments. Within Formula One we continue to shape the future from within the sport. Together with BOSS, 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.”
Balazs Fejes, CEO and President of EPAM, adds, “We’re thrilled to strengthen our strategic partnership with BOSS and bring an innovative spatial experience to life through Apple Vision Pro. This initiative transcends traditional engagement by harnessing the power of immersive storytelling, making the exclusive world of Formula One accessible to a global audience of fans, consumers, shoppers, and members. It’s more than just viewing – it’s about creating truly unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport, and technology.”
BOSS frames this initiative as an interactive experience that reflects its values of innovation, performance, and authenticity. With Aston Martin Aramco and EPAM, the brand delivers an environment where fans no longer observe racing from a distance but step into its intensity.
