To celebrate the launch of its Spring/Summer 2024 collection, BOSS will open the doors of BOSS House Bali to a select group of HUGO BOSS EXPERIENCE members, VIP customers, media, and key tastemakers from the Asia-Pacific region.

From April 17, BOSS will take over a stunning villa on the idyllic island of Bali, built by the architect Alexis Dornier and turn it into BOSS House Bali: an immersive space to showcase, live, and enjoy the 24/7 BOSS lifestyle. Guests will enjoy unforgettable experiences, from gourmet dining and cooking classes to wellness workshops and active adventures.

A new, digital-first activation will launch to coincide with the opening of BOSS House Bali, extending the experience to audiences worldwide: The BOSS House Bali Virtual Experience.

Launching globally online on www.hugoboss.com on April 17, this digital world offers an unparalleled opportunity to explore BOSS House Bali and shop a selection of carefully selected BOSS products. With a simple click, BOSS fans can enter the stunning virtual villa to explore items from the menswear, womenswear, footwear, accessory and fragrance collections, view product detail and add items to their cart. Pieces range from a linen suit to a sleeveless silk-blend dress, sneakers, 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 also awaits. As visitors navigate through the virtual villa, they are encouraged to search for hidden letters scattered throughout, to find the phrase “BOSS BALI”. By collecting all the letters, players can unlock a discount code, redeemable on their next online purchase. This unique virtual giveaway adds an extra layer of unique engagement and loyalty to the BOSS House Bali Virtual Experience.

At BOSS, we’re committed to fostering connections with our audience through our fusion of style, tech, and innovation. We want to be close to our consumers, ensuring our finger is firmly on the ever-changing pulse of relevant, modern retail. Season after season, we lean into innovation to find new ways to get closer to our consumers as well as to learn more, by offering enhanced shopping experiences that disrupt the norms, merging the essence of our brand ethos with cutting-edge digital advances.” says Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.


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