Hugo Boss Brand
BOSS And Aston Martin Aramco Launch Groundbreaking F1® Immersive Experience
Luxferity, 02.10.2025
A new frontier in luxury fan engagement unfolds as BOSS, in collaboration with the Aston Martin Aramco Formula One™ Team, unveils an unprecedented immersive experience powered by Apple Vision Pro.
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Redefining what it means to be a Formula 1® fan, the partnership merges high-performance racing with luxury fashion and cutting-edge technology — transporting participants into the adrenaline-charged mindset of a true BOSS.
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An Immersive Luxury Journey Into Formula 1®
From October 2, exclusive BOSS flagship stores in London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore will host bespoke installations where fans are invited to embark on an unparalleled adventure. Launching ahead of the Formula 1® Singapore Airlines Singapore Grand Prix 2025, the experience captures the tension, speed, and precision of the racetrack through an entirely new luxury lens.
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Guided by BOSS ambassadors and Aston Martin Aramco drivers Fernando Alonso and Lance Stroll, participants step inside a multi-stage spatial environment that mirrors the strategic and emotional challenges of Formula 1®. From precision targeting exercises to 3D puzzles inspired by race-day decisions, the journey culminates in a breathtaking Test Lap — complete with the visceral sound of the AMR25 engine roaring at full speed.
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Innovation Meets Performance
The project is brought to life through the technical expertise of EPAM Systems, Inc., the digital transformation partner of BOSS. Designed exclusively for Apple Vision Pro, the experience goes beyond simulation, offering fans a rare opportunity to live Formula 1® through an immersive, fashion-driven perspective.
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“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 and transport fans into an absolute BOSS mindset,” – James Foster, SVP Global Marketing at HUGO BOSS
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The Luxury of Access
The initiative addresses one of the sport’s greatest challenges: less than one percent of fans worldwide have experienced Formula 1® live. With this collaboration, BOSS and Aston Martin Aramco not only democratize access but elevate it to a luxury-tier, experiential journey.
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“Aston Martin is timeless. Within Formula One™ we continue to shape the future from within the sport. Together with BOSS, this innovative experience allows fans to immerse themselves like never before,” – Rob Bloom, CMO, Aston Martin Aramco Formula One™ Team
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Redefining Luxury Storytelling
Blending premium fashion with high-performance motorsport, this activation underscores the shared values of innovation, authenticity, and excellence between BOSS and Aston Martin Aramco.
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“This transcends traditional engagement. It is about harnessing immersive storytelling to make the exclusive world of Formula One™ accessible to a global audience, while redefining the intersection of luxury retail, sport, and technology,” – Balazs Fejes, CEO & President, EPAM
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A New Standard in Luxury Experience
This collaboration sets a new benchmark in high-end experiential marketing, marking a moment where fashion, technology, and sport converge at the highest level. By immersing fans into the cockpit of Formula 1®, BOSS and Aston Martin Aramco reaffirm their place at the forefront of innovation in both style and performance.
