We took fans inside the Mind of a BOSS, powered by Apple Vision Pro

Together with HUGO BOSS and the Aston Martin Aramco Formula One® Team, we launched Step Inside the Mind of a Boss: an immersive, adrenaline-fuelled experience that takes motor racing fans beyond the grandstand and into the cockpit. With a mindset of peak performance, we redefined the intersection of premium fashion, luxury retail, sport and technology.

Our goal was to create an experience that pushes the limits of innovation.

The challenge

HUGO BOSS approached Empathy Lab and EPAM to cement its position as the world’s leading premium, tech-driven fashion brand. Together, we’re redefining fandom for the spatial computing age.

The world of motor racing is notoriously inaccessible. With Aston Martin F1®, we set out to turn the unattainable into the unforgettable.

By fusing precision engineering, the thrill of speed and emotional storytelling, our goal was to create an experience that pushes the limits of innovation. We wanted to reshape fan engagement and raise the bar for how luxury brands connect with audiences everywhere.

Partnering with Apple from concept to launch, we maximized Apple Vision Pro’s spatial computing to elevate storytelling for HUGO BOSS and Aston Martin fans.

“Our collaboration with BOSS and Aston Martin Aramco Formula One Team brought our vision to life, combining cutting edge technology with the signature BOSS mindset. Together, we created the next evolution of fandom. A truly memorable experience for Formula 1® fans worldwide.”

Ward De Kruiff

Global Head of Web3 & Metaverse

Our approach

Transforming fan engagement takes more than technology. It takes artistry, insight and precision. We assembled a multidisciplinary team ranging from our best-in-class creatives, UX/UI designers, 3D artists, sound engineers, VFX specialists and developers with deep expertise in spatial computing, AR/VR and gaming.

We started with research to explore the emotional connection fans have with the sport. Storytelling was paramount in unlocking that emotion and crafting the experience. From there, rapid prototyping and creative experimentation allowed us to explore how spatial computing could unlock deeper immersion.

Spatial technology gave us the perfect canvas, experienced through Apple Vision Pro in an elevated in-store only installation. Coupled with Unity’s game engine, we designed a cinematic journey into the mind of a motor racing driver. This delivered the speed, focus and adrenaline of the sport in a premium and globally scalable way.

Our solution

We brought Step Inside the Mind of a Boss to life as an exclusive two-week global activation at BOSS halo stores in seven iconic cities worldwide: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai and Singapore. 

Guided by store associates, visitors wore Apple Vision Pro headsets to be transported into the minds of Aston Martin Aramco drivers, Fernando Alonso and Lance Stroll. The experience 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 demanded sharp focus and split-second reflexes. The experience culminated in a breathtaking Test Lap, where fans were surrounded by the visceral roar of the AMR25 – feeling every moment of tension, precision and exhilaration.

Built natively for Apple Vision Pro and powered by Unity, the experience weaves together spatial realism, real-time rendering, physics simulation, and immersive audio storytelling. Every detail was engineered to make the impossible, possible.

We created scalable workflows for store teams and developed training and content so the experience remains consistently premium across every market.

Impact

Customers flocked to BOSS halo stores within days of launch, driven by a global social and paid media push featuring celebrities, creators and influencers from the worlds of fashion, tech, and motorsport. Visitors lingered longer, shared their experiences across social media, and left with a stronger emotional connection to the brand.

The results speak for themselves:

Record-breaking in-store engagement globally
Significant uplift in brand affinity and social amplification
Higher dwell time for retail footfall across the activation period

Step Inside the Mind of a Boss set a new benchmark for immersive retail, proving that when fashion, sport, and technology unite, the result is truly unforgettable.

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