BOSS took a bold step into the Metaverse with its appearance at Metaverse Fashion Week, which took place from March 28-31. During Metaverse Fashion Week, BOSS fans were transported to a virtual BOSS showroom for an immersive, interactive experience.
As an extension of the digitally-led initiative of the BOSS fashion show in Miami, the new space, with a visual identity that contrasts the show's theme of water with elements of brutalist architecture, blended gamification with a digital shopping experience, allowing users to interact with BOSS products in new and engaging ways. As a brand committed to becoming a global leader in digital design, BOSS also utilized artificial intelligence to translate the show's creative concept into a Metaverse showroom.
Bridging the gap between the physical and digital, the Metaverse concept is connected to the BOSS online store. Five looks exhibited in the space are linked to relevant product pages on hugoboss.com, making them shoppable. In addition to runway highlights, the collection showcases BOSS's design codes of timeless tailoring and effortless separates across both menswear and womenswear. The signature BOSS color palette of black, white, and camel is interspersed with soft touches of blue, a color also seen at the Miami fashion show.
The project also incorporates gamification, as players enter a virtual showroom, immersed in a dreamlike, light-filled space where they can discover shoppable looks and are encouraged to collect objects along the way. Upon completing the mission, they will be rewarded with a blue BOSS suit, as seen on the Miami runway, which can be worn on the multi-game avatar platform, Ready Player Me.
Daniel Grieder, CEO, HUGO BOSS
The BOSS immersive showroom was brought to you by Spatial, one of the co-organizers of Metaverse Fashion Week 2023 (MVFW, March 28-31). Now in its second year, the event highlights the latest advancements in digital fashion, offering a virtual experience that bridges the gap between alternative realities. This year, MVFW returned to the metaverse platform Decentraland (a browser-based 3D virtual world platform) under the theme "Future Heritage," allowing visitors to experience the BOSS showroom through a fully immersive virtual experience throughout MVFW and after the event.
The showroom was created in collaboration with Exclusible, a Web3 agency for global brands and businesses, and Polycount, the studio behind the metaverse experience.
About BOSS and HUGO BOSS
BOSS is known worldwide for its tailoring DNA. Along with this distinctive category, it extends beyond tailoring to offer a wide range of products that form the all-season wardrobe of modern pioneers in all roles, including casualwear, bodywear, accessories, and athleisure. Licensed products include fragrance, eyewear, watches, and kidswear. Experience the world of BOSS in more than 400 directly operated stores worldwide and at boss.com. BOSS is the core brand of HUGO BOSS, a leading company in the premium segment of the global apparel market. Made up of two brands, BOSS and HUGO, BOSS offers its collections in approximately 6,800 points of sale in 128 countries and online in 59 countries at hugoboss.com. The company, which employs around 14,000 people worldwide and is headquartered in Metzingen (Germany), generated sales of 2.8 billion euros in fiscal year 2021.
Visit the BOSS Metaverse virtual showroom here:
https://www.spatial.io/s/BOSS-Immersive-Showroom-641e08bd6127ed8eaff70faa?share=3302646144092575883
For inquiries:
Hugo Boss Japan Co., Ltd.
TEL: 03-5774-7670
As an extension of the digitally-led initiative of the BOSS fashion show in Miami, the new space, with a visual identity that contrasts the show's theme of water with elements of brutalist architecture, blended gamification with a digital shopping experience, allowing users to interact with BOSS products in new and engaging ways. As a brand committed to becoming a global leader in digital design, BOSS also utilized artificial intelligence to translate the show's creative concept into a Metaverse showroom.
Bridging the gap between the physical and digital, the Metaverse concept is connected to the BOSS online store. Five looks exhibited in the space are linked to relevant product pages on hugoboss.com, making them shoppable. In addition to runway highlights, the collection showcases BOSS's design codes of timeless tailoring and effortless separates across both menswear and womenswear. The signature BOSS color palette of black, white, and camel is interspersed with soft touches of blue, a color also seen at the Miami fashion show.
The project also incorporates gamification, as players enter a virtual showroom, immersed in a dreamlike, light-filled space where they can discover shoppable looks and are encouraged to collect objects along the way. Upon completing the mission, they will be rewarded with a blue BOSS suit, as seen on the Miami runway, which can be worn on the multi-game avatar platform, Ready Player Me.
"Following a series of NFT projects, the BOSS immersive showroom marks the next step in our exploration of Web3 and the Metaverse, an exciting new space for fashion brands. We see it as a new sales channel in our future omnichannel strategy, capitalizing on the opportunities it offers for brand storytelling. The virtual showroom concept seamlessly complements our Spring/Summer 2023 runway show in Miami and brings us closer to our goal of becoming the world's leading technology-driven premium fashion platform."
Daniel Grieder, CEO, HUGO BOSS
The BOSS immersive showroom was brought to you by Spatial, one of the co-organizers of Metaverse Fashion Week 2023 (MVFW, March 28-31). Now in its second year, the event highlights the latest advancements in digital fashion, offering a virtual experience that bridges the gap between alternative realities. This year, MVFW returned to the metaverse platform Decentraland (a browser-based 3D virtual world platform) under the theme "Future Heritage," allowing visitors to experience the BOSS showroom through a fully immersive virtual experience throughout MVFW and after the event.
The showroom was created in collaboration with Exclusible, a Web3 agency for global brands and businesses, and Polycount, the studio behind the metaverse experience.
About BOSS and HUGO BOSS
BOSS is known worldwide for its tailoring DNA. Along with this distinctive category, it extends beyond tailoring to offer a wide range of products that form the all-season wardrobe of modern pioneers in all roles, including casualwear, bodywear, accessories, and athleisure. Licensed products include fragrance, eyewear, watches, and kidswear. Experience the world of BOSS in more than 400 directly operated stores worldwide and at boss.com. BOSS is the core brand of HUGO BOSS, a leading company in the premium segment of the global apparel market. Made up of two brands, BOSS and HUGO, BOSS offers its collections in approximately 6,800 points of sale in 128 countries and online in 59 countries at hugoboss.com. The company, which employs around 14,000 people worldwide and is headquartered in Metzingen (Germany), generated sales of 2.8 billion euros in fiscal year 2021.
Visit the BOSS Metaverse virtual showroom here:
https://www.spatial.io/s/BOSS-Immersive-Showroom-641e08bd6127ed8eaff70faa?share=3302646144092575883
For inquiries:
Hugo Boss Japan Co., Ltd.
TEL: 03-5774-7670
