Boss is promoting Boss's Spring/Summer 2024 campaign in an unprecedented project that takes the recent trend of extravagant marketing spectacles in the fashion industry to new and remarkable levels. In the campaign, Bündchen and Min-ho, along with British model Adwoa Aboah and Italian tennis player Matteo Berrettini, were captured in photographs showcasing pieces from the brand's SS24 collection.
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GLOHugo Boss continues to innovate with AI and immersive experiences with 33-ft 3D billboard hologram of Gisele Bündchen in London.
In 2023 Hugo Boss was one of the first companies to take a bold step into the Metaverse on the heels of a critically acclaimed Spring/Summer 2023 Fashion Show in Miami and presented a virtual BOSS showroom and enjoy an immersive, interactive experience.
This week residents of London and visitors are likely to experience a moment of surprise while observing the city’s landmarks. Positioned within view of the iconic 130-year-old Tower Bridge, a 10-meter-tall (33-foot) holographic display featuring supermodel Gisele Bündchen will illuminate the skyline from sunset to sunrise on January 31, accompanied by smoke and strobe lights.
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Image: BOSS
Reaching the height of a three-story building, the digital representation of the supermodel is accompanied by a hologram of South Korean actor Lee Min-ho. Together, they are promoting Boss’s Spring/Summer 2024 campaign in an unprecedented project that takes the recent trend of extravagant marketing spectacles in the fashion industry to new and remarkable levels. In the campaign, Bündchen and Min-ho, along with British model Adwoa Aboah and Italian tennis player Matteo Berrettini, were captured in photographs showcasing pieces from the brand’s SS24 collection. The collection was first unveiled on a water-soaked runway in Miami last March, with some items available for immediate purchase and the full collection becoming accessible this week.
The holographic display in London marks the latest in a series of attention-grabbing moments aimed at signaling Boss’s reset, which included the appointment of CEO Daniel Grieder and the separation of Boss from Hugo in 2021. Nadia Kokni, Senior Vice President of Global Marketing and Brand Communications at the parent company Hugo Boss, emphasizes the brand’s commitment to creating bold, impactful, and disruptive experiences each season. The decision to explore holograms was driven by the desire to interrupt the usual scrolling experience and introduce an element of surprise, with holograms offering a familiar yet slightly unsettling effect.
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Image: BOSS
Kokni highlights the appeal of a public hologram, emphasizing its accessibility. Anyone passing by can engage with the technology without the need for additional devices or training, aligning with the simplicity of augmented reality and metaverse tech but without any associated friction. This accessibility is a common theme in recent brand metaverse tech projects, where brands experiment with user-friendly experiences, such as augmented reality mirrors that require no more than walking in front of them. Despite the sophistication of the technology involved, Kokni underscores that the overall experience remains straightforward. The goal is to introduce enjoyable and discoverable elements through innovative technologies, making such ventures widely accessible and engaging for the audience on a larger scale.
Source: BOSS
