BOSS has joined forces with the Aston Martin Aramco Formula One™ Team to deliver an immersive fan experience that puts you right inside the action. Using the power of Apple Vision Pro, it brings Formula One closer than ever before.
Now open in London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore, the global installations are already drawing crowds. The launch, which coincided with the Formula 1® Singapore Airlines Singapore Grand Prix, has set the tone for a thrilling new chapter in how fans engage with the sport.
In this experience, fans step into a high-speed virtual world. Aston Martin drivers Fernando Alonso and Lance Stroll guide participants through challenges designed to test focus, strategy, and reflexes. Each stage builds intensity — from quick-fire spatial puzzles inspired by race-day tactics to a final Test Lap surrounded by the roar of the AMR25. It feels less like watching the race, and more like being in the cockpit.
BOSS developed the project with its digital partner EPAM Systems, Inc. Together they’ve merged fashion, luxury retail, sport, and technology into a bold new adventure.
“Formula 1 is the pinnacle of speed, precision, and pressure,” says James Foster, SVP Global Marketing at HUGO BOSS. “This isn’t just a simulation. It’s about transporting fans into a true BOSS mindset.”
The collaboration also addresses one of the sport’s biggest challenges: fewer than 1% of fans have ever seen a race in person. This initiative gives them the chance to feel the thrill, wherever they are.
With its mix of performance, style, and cutting-edge tech, the BOSS x Aston Martin experience has already redefined what a fan event can be — setting a new standard for how luxury fashion and Formula One come together.
