Inside the Cockpit with BOSS and Aston Martin
by Adriano Batista
BOSS, in collaboration with the Aston Martin Aramco Formula One Team, is offering a new way to experience racing. Using Apple Vision Pro technology, they have created an immersive experience designed to place fans directly into the heart of the action.
This is not about watching a race from the stands. It is a multi-stage journey inside a high-intensity virtual environment. Led by team drivers and BOSS ambassadors Fernando Alonso and Lance Stroll, participants are challenged to think like a driver. The experience includes precise visual tests and 3D puzzles based on race strategy, demanding concentration and quick reflexes. It builds to a final test lap, where users are surrounded by the sound of the Aston Martin AMR25 car. The goal is to make you feel as if you are in the cockpit.
A BOSS executive explained that Formula 1 is a world of speed and pressure that few get to know firsthand. This project aims to break down that barrier, transporting people into what they call a “BOSS mindset.”
The experience will debut on October 2nd in special installations at selected BOSS stores in seven cities, including Barcelona, London, Paris, and Singapore. Its launch just before the Singapore Grand Prix will connect the virtual event to a major real-world race.
A representative for the Aston Martin team noted that very few fans ever attend a race in person. This initiative uses immersive storytelling to change that, allowing a global audience to feel the sport directly. It is an attempt to redefine the meeting point of premium fashion, luxury retail, sport, and technology, creating a new kind of unforgettable moment.
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