EPAM and BOSS Launch Groundbreaking Immersive Experience for Motorsport Fans with Apple Vision Pro

EPAM and BOSS Revolutionize Motorsport Fandom with Immersive Technology

In a groundbreaking collaboration, EPAM Systems, Inc., a leader in digital transformation, has joined forces with BOSS to unveil an innovative immersive spatial experience tailored for motorsport enthusiasts. This exciting venture harnesses the power of Apple Vision Pro technology, ushering in a new era of engagement for racing fans. This transformative experience aims not only to entertain but also to deepen fans' emotional connection to motorsports.

As motorsport continues to captivate audiences worldwide, the collaboration between EPAM and BOSS sets a new standard. Fans will no longer just observe from afar; they will be propelled into the heart of the action through compelling storytelling and cutting-edge technology. The launch coincides with the anticipation surrounding the Formula 1® Singapore Airlines Singapore Grand Prix 2025, and is set to roll out from October 2, at select BOSS stores across cities like London, Paris, and Las Vegas.

The Experience

The immersive experience is meticulously crafted, utilizing the expertise of EPAM’s Empathy Lab team who focus on understanding fan experiences. Participants will engage in a multitude of exciting activities designed to recreate the thrills of racing. From precision visual targeting exercises to 3D spatial puzzles, fans can expect to emulate the high-pressure decisions racing drivers face during real competitions. This experience culminates in a thrilling test lap that allows fans to hear the exhilarating roar of the Aston Martin AMR25 race car, lining up a sensory encounter that feels like no other.

Balazs Fejes, the CEO and President of EPAM, expressed enthusiasm about the collaboration stating, “This initiative transcends traditional engagement by harnessing the power of immersive storytelling, making the exclusive world of motorsports accessible to a global audience.” This partnership emphasizes the synergy between premium fashion, luxury retail, and the adrenaline-driven world of motorsports, shaping unprecedented experiences for fans.

A New Frontier in Fandom

James Foster, SVP Global Marketing at HUGO BOSS, further emphasized the innovative spirit of this project. “With this extraordinary spatial experience, we break down barriers,” he said. “We're not simulating a race; we’re transporting fans into an absolute BOSS mindset.” This blend of innovative storytelling with the electric atmosphere of racing reinforces what it means to be a fan in today's technologically driven society.

Ward De Kruiff, VP of Business Consulting at Empathy Lab by EPAM, highlighted the significance of this collaboration in redefining fan experiences. He remarked, “We’re stepping trackside, inside the cockpit, and into the very mindset of performance. This is more than an immersive experience; it’s the future of storytelling at the intersection of luxury fashion, sport, and technology.”

EPAM's Legacy and BOSS' Vision

Since 1993, EPAM has established itself as a prominent player in the digital landscape, specializing in engineering services that propel businesses into the future. With a commitment to innovation, this latest endeavor expands its footprint into the realm of luxury retail and sport. BOSS, known for its sleek designs and dedication to empowering individuals to embrace their true selves, fits seamlessly into this narrative.

The immersive technology experience not only aims to elevate the relationship fans have with motorsports but also fosters a deeper emotional connection to the products and brands they love. The upcoming launch at various BOSS locations worldwide underlines the brand's commitment to cultivating a rich culture of performance, style, and innovation.

In conclusion, the collaboration between EPAM and BOSS represents a monumental shift in how fans perceive and interact with motorsport. Together, they are pioneering the future of engagement, blending luxury, sport, and groundbreaking technology to create unforgettable memories for racing aficionados across the globe. For more information about how EPAM empowers retail businesses, visit EPAM's website.