BOSS Bali House, an immersive fashion experience in paradise

BOSS Bali House, an immersive fashion experience, opens in Indonesia, offering a 24/7 showcase of the brand's Spring/Summer 2024 collection. A virtual tour and gamification element engage a global audience and redefine luxury brand interaction.
May 3, 2024
BOSS Bali House, an immersive fashion experience in paradise

Nestled in the heart of the enchanting Indonesian archipelago, the BOSS Bali House will captivate fashion enthusiasts and transport them to a world of luxury and style. For Spring/Summer 2024, BOSS is taking over a stunning villa designed by renowned architect Alexis Dornier and transforming it into an immersive exhibition space that showcases the essence of the BOSS lifestyle.

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Beginning April 17th, BOSS Bali House opened its doors to a select group of HUGO BOSS EXPERIENCE members, media and celebrities from across the Asia-Pacific region. Guests will have the unique opportunity to indulge in a 24/7 experience that encompasses the very best in fashion, wellness and culinary delights. The villa will serve as a living, breathing embodiment of the BOSS brand, allowing visitors to fully immerse themselves in the sophistication and elegance that defines the label.

BOSS Bali House, an immersive fashion experience in paradise

Beyond the physical space, BOSS is also launching a groundbreaking digital activation that will bring the Bali House experience to a global audience. Through the BOSS Bali House virtual experience, accessible at, fashion enthusiasts from around the world can explore the sublime villa at the click of a button. This innovative platform allows users to discover the latest men’s and women’s collections, including a carefully curated selection of leather goods, accessories and the brand’s new fragrance line.

As visitors navigate through the virtual mansion, they will encounter an array of stunning pieces that embody the essence of summer fashion. From lightweight linen suits to flowing silk blend dresses, the collections showcase the perfect blend of style and comfort. The virtual experience also features an enticing selection of sneakers, swimwear and handbags, ensuring there is something for every fashion-forward individual.

BOSS Bali House, an immersive fashion experience in paradise

To further engage visitors, BOSS has incorporated a gamification element into the virtual experience. As users explore the digital mansion, they are encouraged to search for hidden letters scattered throughout the room. By collecting all the letters and unscrambling them to form the phrase “BOSS BALI,” players can unlock a special virtual gift and discount code to use on their next purchase, adding an extra layer of excitement to the experience.

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©Photo: BOSS