Step into a new reality: The immersive experience from Aston Martin Aramco and BOSS that puts fans in the cockpit

This isn't just a simulation – it's adrenaline-fuelled immersion. Powered by Apple Vision Pro, Aston Martin Aramco Formula One Team collabs with BOSS to bring you a revolutionary immersive spatial experience that puts you in the cockpit.

Our innovative collaboration with BOSS, powered by the cutting-edge Apple Vision Pro, takes you beyond the grandstand and brings you closer to the action than ever before, delivering an experience that captures the thrill of the racetrack.

With the Apple Vision Pro headset, you embark on a multi-stage journey within a fast-paced digital environment. Guided by Aston Martin Aramco drivers and BOSS brand ambassadors Lance Stroll and Fernando Alonso, you are challenged to step into the mind of a true BOSS.

From precision visual targeting exercises to 3D spatial puzzles inspired by strategic race decisions, every step demands sharp focus and split-second reflexes. The experience culminates in a breath-taking test lap, where you are surrounded by the visceral roar of the AMR25. It's not just a race– it’s a seat in the cockpit.

"Formula One is an exhilarating world that few get to truly experience first-hand, but with this extraordinary spatial experience, we're breaking down barriers," says HUGO BOSS CEO Daniel Grieder. “We're not simulating a race; we're transporting fans into an absolute BOSS mindset. This is the next evolution of fandom."

"Aston Martin is a timeless classic; a brand that has transcended eras by setting trends and creating iconic moments," adds Aston Martin Aramco Chief Marketing Officer Rob Bloom. "Within Formula One, we continue to shape the future from within the sport.

"Together with BOSS, this innovative experience addresses one of F1's biggest challenges: fewer than one per cent of fans have experienced the sport in person. Now, fans can see, feel, and immerse themselves in the action like never before. It's a powerful example of how Aston Martin Aramco continues to evolve its legacy with its partners – classic at the core, but defining the future of experience."

Where can you step into a new reality?

Launching just ahead of the Singapore Grand Prix, the journey begins on 2 October, when this ground-breaking experience debuts in specially designed installations at select BOSS locations across seven iconic cities worldwide: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore.