New festive themed BOSS immersive virtual experience goes live today, powered by Emperia Creator Tools platform
BOSS (Hugo Boss) is releasing a new virtual store today.
Developed by Emperia, using its Creator Tools platform, the immersive experience is aiming to encourage consumers to engage more deeply with the brand and discover, shop, and gift its range of 24/7 lifestyle products that include styles from the holiday collection alongside top gifting items in a gamified environment, with the aim of simplifying and infusing the process of finding the perfect gift with a bit of fun.
Fully shoppable, the new BOSS Holiday Virtual Experience is centred around BOSS XP, the brand’s loyalty membership programme, while accessible to the general public.
The experience 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.
“We’re constantly finding new ways to establish closer connections with our consumers, whether through innovation, state-of-the art tech, contemporary style, or a combination of all three,” says Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.
“We strive to be at the forefront of modern retail experiences. That’s why this immersive virtual world adds a fresh spin to the retail experience and aims to offer our audience something new and entertaining to their associations with the brand.”
2024 RTIH INNOVATION AWARDS
Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.
The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.
Key 2024 dates
Friday, 25th October: Award entry deadline
Tuesday, 29th October: 2024 shortlist revealed
30th October-6th November: Judging days
Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.
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