It may seem like a cliché to say that modern retail is all about experiences but there’s no denying that experiential retail isn’t going away any time soon and if anything, it’s becoming even more intense.

Hugo Boss’s Boss label is aiming to underline that point and has just unveiled a new initiative that will travel around the world but that has made London its first stop.

In the Regent Street, London, store it’s just unveiled an “immersive experience that redefines Formula 1 fandom”. It’s a collaboration with the Aston Martin Aramco Formula One Team, powered by the “cutting-edge” Apple Vision Pro, and it said “this innovation takes fans beyond the grandstand and into the high-octane, high-performance world”.

This immersion aims to take participants “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”. 

Technical design and execution was led by Boss’s strategic digital transformation partner, EPAM Systems, which has delivered “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”.  

James Foster, SVP global marketing at Hugo Boss, said: “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. We’re not simulating a race; we’re transporting fans into an absolute Boss mindset.”  

The experience launches on October 2 and will roll out to Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore, as well as London. 

Launching just ahead of the Formula 1 Singapore Airlines Singapore Grand Prix 2025, the company said it “will ignite global excitement for one of the most anticipated events on the racing calendar”. 

Aston Martin Aramco Formula One Team CMO Rob Bloom added: “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.”