Serving as a digital extension of the BOSS Miami Fashion Show, with a visual identity that contrasts the event’s aquatic theme against brutalist architectural elements, the new space blends gamification with a digital shopping experience. Users will have the opportunity to discover BOSS products in a new, engaging way. In another move that demonstrates the brand’s aim to lead in digital, BOSS has used Artificial Intelligence to translate the show’s creative concept into a Metaverse showroom.
Bridging the gap between the physical and the digital, the Metaverse concept is connected to the BOSS online store. The five looks displayed in the space will be shoppable, linked to the relevant product pages on hugoboss.com. The outfits featured include hero pieces from the runway, along with additional menswear and womenswear styles, and celebrate BOSS’s design codes, such as timeless tailoring and effortless separates. The brand’s hallmark BOSS black, white and camel color palette is interspersed with pops of soft blue, as seen in Miami.
The project also features an integrated layer of gamification. Launching into the virtual showroom, users will be guided through the ethereal, light-filled space, where they will discover each shoppable look and be encouraged to collect objects along the way. Once a user completes the quest, they will be rewarded with a digital fashion item – a blue BOSS suit, as seen on the Miami runway – which can then be worn on the multi-game avatar platform Ready Player Me.
“Following a line-up of NFT projects, the BOSS immersive showroom is the next step in our exploration of Web3 and the Metaverse, exciting new spaces for fashion brands. We will leverage the opportunities this opens for our brand’s storytelling and see it as an additional sales channel within our future omnichannel strategy. The virtual showroom concept seamlessly complements our Spring/Summer 2023 runway show in Miami and brings us closer to our goal of becoming the leading premium tech-driven fashion platform worldwide,“ said Daniel Grieder, CEO of HUGO BOSS.
