In an incredible immersive experience that redefines Formula 1 fandom, BOSS has joined with the Aston Martin Aramco Formula One Team using cutting-edge Apple Vision Pro to go beyond the grandstand and into the high-octane, high-performance world of motor racing.
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 step into a virtual adventure that captures the thrill of the racetrack.
With technical design and execution led by BOSS’s strategic digital transformation partner, EPAM Systems, Inc., this experience brings fans closer to the action than ever before. 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 participants are surrounded by the visceral roar of the AMR25. It’s not just a race – it’s a seat in the cockpit.
The groundbreaking experience debuted at the beginning of October 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.
Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One Team said: “Together with BOSS, this innovative experience addresses one of F1’s biggest challenges: fewer than one per cent 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.”
Please visit group.hugoboss.com or astonmartinf1.com for more information.