EPAM Systems and BOSS Launch Groundbreaking Immersive Experience for Motorsport Fans

The newly designed immersive experience, created by EPAM’s Empathy Lab teams in conjunction with BOSS, seeks to bridge the gap between fans and the high-stakes world of motorsport. By incorporating elements such as precision visual targeting exercises and 3D spatial puzzles inspired by actual race strategies, the experience promises to be as thrilling and authentic as stepping into the shoes of a racing driver. The final act culminates in a spectacular test lap, where fans can hear the roaring sounds of the Aston Martin AMR25, immersing them fully in the racing environment.

Balazs Fejes, the CEO & President of EPAM, expressed enthusiasm about the collaboration, stating, "We're pleased to strengthen our strategic partnership with BOSS and bring an innovative spatial racing experience to life through Apple Vision Pro. This initiative transcends traditional engagement by harnessing the power of immersive storytelling, making the exclusive world of motorsports accessible to a global audience of fans and consumers."

The immersive experience will debut today at select BOSS locations across seven major cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore, right before the Formula 1® Singapore Airlines Singapore Grand Prix 2025. This timely launch is expected to attract racing fans and fashion enthusiasts alike, combining the excitement of motorsports with the allure of luxury fashion.

James Foster, SVP Global Marketing at HUGO BOSS, highlighted the transformative nature of the experience, stating, "Formula 1® is the pinnacle of speed, precision, and pressure—an exhilarating world that few get to truly experience firsthand. With this extraordinary spatial experience, we break down barriers. We're not simulating a race; we're transporting fans into an absolute BOSS mindset."

Ward De Kruiff, VP of Business Consulting at Empathy Lab by EPAM, emphasized the significance of this innovation in redefining the fan experience in the age of spatial computing. He noted, "Together with BOSS and Apple, we've transformed the inaccessible into the unforgettable. Inviting fans to step 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."

The collaboration not only elevates the motorsport experience but also solidifies the connection between luxury brands and high-octane sports, creating a unique platform for engagement that resonates with a modern audience.

As EPAM Systems continues to lead in digital transformation and the integration of cutting-edge technology in various industries, this partnership with BOSS showcases how brands can innovate and enhance consumer experiences. The immersive spatial experience represents a significant step toward the future of fandom, where technology, sport, and luxury fashion converge to create unforgettable moments.

This initiative not only highlights EPAM’s commitment to pushing boundaries in digital engagement but also positions them as a key player in transforming how brands connect with their audiences in an increasingly digital world.