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Boss, Hugo Boss‘ more formal line, showcases its summer collection in a truly exotic and exclusive setting. The collection is paired with a “Bali experience”, both physical and virtual.
Villa for VIPs
Consumers are looking for ‘experience’, and Hugo Boss has understood that well. Tailoring to a new generation of luxury consumers, who are more driven by travel and experiences than stuff, Boss is taking retail to another level with Boss House Bali.
For the launch of its spring/summer 2024 collection, Boss is taking over a villa on the island of Bali, built by architect Alexis Dornier. Initially, the villa will open its doors to a select group of ‘Hugo Boss Experience’ members, VIP clients, media and influencers from the Asia-Pacific region. Guests will experience the “24/7 Boss lifestyle”, from gourmet dining and cooking classes to wellness workshops and active adventures. From June to August, the six-bedroom villa will also be available for rent to the general public, at an average price of 2,300 dollars per night.
Virtual shopping experience
For those looking for a more accessible experience, Boss is simultaneously launching the Boss House Bali Virtual Experience worldwide. In this digital environment, web visitors can explore a virtual villa, and of course shop a selection of products. Items range from a linen suit to a silk-blend sleeveless dress, trainers, swimwear and handbags. Visitors can also discover holiday collections within the Boss universe and even book a physical stay at Boss House Bali.
A gamification element is included as well. As visitors navigate through the virtual villa, they are encouraged to search for hidden letters scattered everywhere to find the phrase “Boss Bali”. By collecting all the letters, players can unlock a discount code that they can redeem on their next online purchase. This unique virtual giveaway adds another layer of unique engagement and loyalty to the Boss House Bali Virtual Experience.
“At Boss, we want to connect with our audience through our combination of style, technology and innovation. We want to be close to our consumers and ensure we have our finger on the pulse of relevant, modern retail,” said Nadia Kokni, SVP of Global Marketing and Brand Communications, who also seeks out shopping experiences “that break the norms”.
