EPAM Systems and BOSS launch immersive motorsport experience powered by Apple Pro Vision

EPAM Systems has teamed with BOSS on an immersive spatial experience, powered by Apple Vision Pro and pitched at motorsport fans.

"We're pleased to strengthen our strategic partnership with BOSS and bring an innovative spatial racing experience to life through Apple Vision Pro," says Balazs Fejes, CEO & President, EPAM.

"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. It's more than just viewing - it's about creating truly unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport and technology."

Launching ahead of the Formula 1 Singapore Airlines Singapore Grand Prix 2025, the in-store activation debuted yesterday in specially designed installations at select BOSS locations across seven cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai and Singapore.

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

"With this innovation, we are redefining what it means to be a fan in the age of spatial computing. Together with BOSS and Apple, we've transformed the inaccessible into the unforgettable," comments Ward De Kruiff, VP, Business Consulting at Empathy Lab by EPAM.

"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, celebrating BOSS' and our proud heritage as a partner in sports. By fusing precision, adrenaline and emotion, we're shaping the next generation of fandom and raising the bar for how brands connect with audiences worldwide."

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.