Hugo Boss Brings the Runway to Life in an Immersive Digital Experience
Brand: HUGO BOSS
Date: Mar 2023
Overview
As a premium brand with a century-long history, Hugo Boss has always maintained its position at the forefront of fashion. In 2023, during Metaverse Fashion Week, Hugo Boss aimed to redefine immersive commerce and omnichannel experiences with a groundbreaking virtual showroom. As a digital extension of its Spring/Summer 2023 Miami Fashion Show, the showroom blended the physical and digital worlds, combining shopping, gaming, and storytelling. Using the Spatial SDK and collaborating with Web3 innovators, Hugo Boss enabled users to explore shoppable runway looks, collect digital rewards, and engage with the brand in new ways. The project reinforced Hugo Boss's position at the forefront of immersive brand experiences.
Explore the spaceChallenge
Delivering a Premium Brand Experience
to a Global Audience
During the Spring/Summer 2023 Metaverse Fashion Week, Hugo Boss faced the challenge of crafting an immersive commerce solution that would translate its Spring/Summer Miami Fashion Show into an engaging digital environment. Their goal was to build an immersive brand ecosystem that highlighted the brand's signature style while providing an interactive, cross-platform shopping experience.
Hugo Boss sought to create an immersive digital experience that seamlessly blended reality and digital innovation, offering users a dynamic space to explore, shop, and connect with the brand. The challenge was to develop an interactive market activation that encouraged experiential engagement, making it easy for consumers to discover products and make purchases within an immersive commerce solution that worked across platforms and devices.
Solution
Designing an Immersive Showroom
that Redefines Brand Interaction
To meet the challenge of creating an immersive brand experience, Hugo Boss partnered with Spatial and Polycount to launch a virtual showroom at Metaverse Fashion Week, delivering an innovative immersive commerce solution. The showroom served as a digital extension of the Miami Fashion Show, blending sleek design and interactive elements to create a memorable and engaging shopping experience. Powered by the Spatial SDK, the showroom achieved an unparalleled level of polish and beauty, allowing users to explore BOSS's signature menswear and womenswear through gamified interactions while seamlessly replicating the elegance of a runway show.
Key features included a stunning, finely crafted space inspired by Miami's aquatic theme and brutalist architecture, shoppable looks directly linked to the BOSS online store, and a gamified experience where users could collect objects to earn a digital BOSS suit for their avatars on Ready Player Me. This integrated approach, leveraging Spatial's powerful SDK for design, interactive market solutions, and omnichannel commerce, delivered an immersive brand experience that captivated audiences around the world.
Result
The Hugo Boss Immersive Showroom attracted over 42k visits from users in 127 countries during Metaverse Fashion Week. The showroom featured five signature looks, integrated e-commerce, and gamified elements, strengthening Hugo Boss's position as a leader in immersive marketing solutions and interactive market activations.
Audience Reach
k
Add-To-Cart Ecomm Conversion
%
Countries of Users
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Quote
"Following a line-up of NFT projects, the BOSS immersive showroom is the next step in our exploration of Web3 and the Metaverse, exciting new spaces for fashion brands. We will leverage the opportunities this opens for our brand's storytelling and see it as an additional sales channel within our future omnichannel strategy."
"The virtual showroom concept seamlessly complements our Spring/Summer 2023 runway show in Miami and brings us closer to our goal of becoming the leading premium tech-driven fashion platform worldwide."
Daniel Grieder,
CEO of HUGO BOSS
