Inside the Mind
of a BOSS
BOSS and the Aston Martin Aramco Formula One™ Team teamed up to bring the thrill of motorsport directly to fans, redefining their experience of Formula 1® with an immersive virtual activation.
Designed in collaboration with EPAM Systems, Inc., this innovative journey offered a bold new way to connect with the high-octane world of racing, by transporting participants to the heart of the action.
Barcelona
Dubai
Dubai
Using Apple Vision Pro, fans took off into a multi-stage adventure to test their focus, reflexes, and strategic thinking. Every challenge was designed to push participants to think and perform like world-class drivers. The finale? A heart-pounding Test Lap.
Launched in the lead up to the Singapore Grand Prix, this cutting-edge activation debuted instore only at select BOSS locations in London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore. Together, BOSS and Aston Martin Aramco Formula One™ Team transformed the way fans engage with motorsport — unlocking the skillset of elite drivers and discovering the mind of a true BOSS.
