[All images: Boss x Emperia]
To celebrate the launch of its Spring/Summer 2024 collection, BOSS will open the doors of BOSS House Bali to a select group of HUGO BOSS EXPERIENCE members, VIP customers, media, and key tastemakers from the Asia-Pacific region.
From April 17, BOSS will take over a stunning villa on the idyllic island of Bali, built by the architect Alexis Dornier and turn it into BOSS House Bali: an immersive space to showcase, live, and enjoy the 24/7 BOSS lifestyle. Guests can expect unforgettable experiences, from gourmet dining and cooking classes to wellness workshops and active adventures. A new, digital-first activation will launch to coincide with the opening of BOSS House Bali, extending the experience to audiences worldwide: The BOSS House Bali Virtual Experience.
Launching globally online on hugoboss.com on April 17, this digital world offers an unparalleled opportunity to explore BOSS House Bali and shop a selection of carefully selected BOSS products. With a simple click, BOSS fans can enter the stunning virtual villa to explore items from the menswear, womenswear, footwear, accessory and fragrance collections, view product detail, and add items to their cart. Pieces range from a linen suit to a sleeveless silk-blend dress, sneakers, swimwear and handbags. Visitors can also discover holiday collections within the BOSS universe and even book a physical stay at BOSS House Bali.
A gamification element also awaits. As visitors navigate through the virtual villa, they are encouraged to search for hidden letters scattered throughout, to find the phrase “BOSS BALI.” By collecting all the letters, players can unlock a discount code[1], redeemable on their next online purchase. This unique virtual giveaway adds an extra layer of unique engagement and loyalty to the BOSS House Bali Virtual Experience.
“At BOSS, we’re committed to fostering connections with our audience through our fusion of style, tech, and innovation. We want to be close to our consumers, ensuring our finger is firmly on the ever-changing pulse of relevant, modern retail. Season after season, we lean into innovation to find new ways to get closer to our consumers as well as to learn more, by offering enhanced shopping experiences that disrupt the norms, merging the essence of our brand ethos with cutting-edge digital advances” says Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.
Guests will be able to visit the BOSS House Bali virtual experience here.
About BOSS and HUGO BOSS:
BOSS is made for bold, self-determined individuals who live life on their own terms, with passion, style, and purpose. Collections offer dynamic, modern designs for those that embrace who they are fully and unapologetically: as their own BOSS. The brand’s heritage tailoring, performance suiting, casualwear, denim, athleisure, and accessories cater to the style needs of the discerning consumer. Licensed fragrances, eyewear, watches, and kidswear complete the brand. The world of BOSS can be experienced in over 489 own stores worldwide. BOSS is the core brand of HUGO BOSS, one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 131 countries at around 7,800 points of sale and online in 73 countries via hugoboss.com. With approximately 19,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 4.2 billion in the fiscal year 2023.
1] The following countries will not be eligible: Finland, Indonesia, Italy, Malaysia, Philippines, Sweden, Singapore, and Thailand.