BOSS is proud to unveil an incredible immersive experience that redefines Formula 1® fandom. In an extraordinary collaboration with the Aston Martin Aramco Formula One™ Team, and powered by the cutting-edge Apple Vision Pro, this innovation takes fans beyond the grandstand and into the high-octane, high-performance world.

This adrenaline-fueled immersion takes you into the heart of the race action. In the experience, fans embark on a multi-stage journey within a fast-paced spatial environment. Guided by BOSS brand ambassadors and Aston Martin Aramco drivers Fernando Alonso and Lance Stroll, participants are challenged to step into the mind of a true BOSS. 

With technical design and execution led by BOSS’s strategic digital transformation partner, EPAM Systems, Inc. (EPAM), this experience brings fans closer to the action than ever before, delivering a virtual adventure that captures the thrill and authenticity of the racetrack. From precision visual targeting exercises to 3D spatial puzzles inspired by strategic race decisions, every step demands sharp focus and split-second reflexes. The experience culminates in a breathtaking Test Lap, where fans are surrounded by the visceral roar of the AMR25. It’s not just a race — it’s a seat in the cockpit.  

“Formula 1® is the pinnacle of speed, precision, and pressure — an exhilarating world that few get to truly experience firsthand,” says James Foster, SVP Global Marketing at HUGO BOSS. “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.”  

 

The journey begins on October 2, when this groundbreaking experience debuts in specially designed installations at select BOSS locations across seven iconic cities worldwide: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore. Launching just ahead of the Formula 1® Singapore Airlines Singapore Grand Prix 2025, it will ignite global excitement for one of the most anticipated events on the racing calendar.  

Rob Bloom, Chief Marketing Officer, 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.”

 

“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," says Balazs Fejes, CEO and President of EPAM.

 

This bold, interactive adventure is a testament to the shared values of innovation, performance, and authenticity that unite BOSS and Aston Martin Aramco. Together, they’re not just changing the way fans engage with motorsport — they’re setting a new standard for what it means to truly live the thrill of the race.