Hugo Boss has unveiled a unique digital experience called Boss House Bali, inspired by its luxury resort located in Bali, to coincide with the release of its spring-summer 2024 collection.
To mark the debut of its spring-summer 2024 collection, Hugo Boss introduced Boss House Bali, a virtual store accessible through its website. This innovative digital venture mirrors the ambiance and offerings of the brand’s physical resort in Bali.
Exclusive in-person experience
In addition to the virtual launch, Hugo Boss hosted an exclusive event at a luxury villa in Bali on April 17. Initially open to Hugo Boss Experience members, VIP customers, media, and influencers fr om the Asia-Pacific Region, this in-person Bali experience promises gourmet dining, cooking classes, wellness workshops, and adventurous activities. Attendees also have the opportunity to shop the latest collection at the resort.
Virtual villa experience
Powered by Emperia, the virtual villa showcases Hugo Boss’s menswear, womenswear, footwear, accessories, and fragrance collections. Customers can explore the virtual store, discover holiday collections, and even book a stay at the physical Bali resort.
Enhancing brand engagement
According to Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss, the launch of the virtual store aims to deepen the brand’s connection with its audience by integrating style, technology, and innovation.
Interactive gaming component
To add an element of fun and engagement, the virtual experience includes a gaming component wh ere users can hunt for hidden letters to spell out “Boss Bali.” Upon finding all the letters, players unlock a discount code that can be redeemed on their next purchase.
