BOSS Holidays Virtual Experience

Client:
Hugo Boss

Launch date:
2024

The new BOSS Holiday Virtual Experience, developed by Emperia using Creator Tools, was centered around BOSS XP, the brand’s loyalty membership program, while accessible to the general public. Designed in an open space, inspired by Dan Flavin’s neon light installations reflecting on metallic services, the space provided a warm yet electrified, modern festive glow.

As the holidays were approaching, BOSS aimed to encourage consumers to engage more deeply with the brand to discover, shop, and gift its sophisticated range of 24/7 lifestyle products. With this in mind, BOSS fans were invited to enjoy an immersive virtual experience that brought the festive spirit to life and let them discover products that included styles from the holiday collection alongside top gifting items. This allowed consumers to explore the curated product selection in a gamified environment, simplifying and infusing the process of finding the perfect gift with a bit of fun.

The virtual world is set in a villa-like setting with fully-transparent walls, allowing visitors free movement, while exploring the various items, encouraging exploration and provoking curiosity; all leading to a holiday courtyard, accessible to loyalty members, called the Private Garden.

The Private Garden offers a glimpse into the benefits of becoming a BOSS XP member, including a raffle, event invitations, exclusive experience access, complimentary alterations and product sneak peeks, all animated and clickable, offering visitor-education and reflecting the brand’s shopper appreciation.

With a simple click, guests could explore items from the menswear, womenswear, footwear, accessory and fragrance collections, view product details, and add items to their cart. Pieces ranged from an evening dress to a merino wool sweater, sneakers, handbags, and fragrances, among others. Additionally, guests had the opportunity to participate in a raffle. HUGO BOSS XP loyalty members who have downloaded and signed in to the mobile application could double their chances of winning, adding further excitement to the festive season.