NEWTOWN, PA — EPAM Systems, Inc. (NYSE: EPAM) announced a strategic collaboration with BOSS to launch an immersive spatial experience powered by Apple Vision Pro, merging fashion, technology, and motorsport in a first-of-its-kind activation. The project, created in partnership with the Aston Martin Aramco Formula One® Team, offers fans an interactive experience that brings the thrill of racing to life through cutting-edge spatial computing.
Developed by EPAM’s Empathy Lab brand experience team, the installation allows users to step virtually into the world of Formula 1®, where every decision and movement mimics the precision and intensity of real racing. From 3D spatial puzzles inspired by strategic pit decisions to a high-speed test lap surrounded by the sound of the Aston Martin AMR25, the experience is designed to replicate the adrenaline and focus of a professional driver.
“We’re pleased to strengthen our strategic partnership with BOSS and bring an innovative spatial racing experience to life through Apple Vision Pro,” said Balazs Fejes, CEO and President of EPAM. “This initiative transcends traditional engagement by harnessing immersive storytelling, making the exclusive world of motorsports accessible to a global audience. It’s about creating unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport, and technology.”
The activation debuts October 2, ahead of the Formula 1® Singapore Airlines Singapore Grand Prix 2025, at select BOSS flagship stores in seven major cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore.
“Formula 1® is the pinnacle of speed, precision, and pressure—an exhilarating world that few get to truly experience firsthand,” said James Foster, SVP Global Marketing at HUGO BOSS. “With this extraordinary spatial experience, created with the Aston Martin Aramco Formula One® Team, we break down barriers. We’re not simulating a race; we’re transporting fans into an absolute BOSS mindset.”
Ward De Kruiff, VP of Business Consulting at Empathy Lab by EPAM, described the experience as a new benchmark in digital engagement. “With this innovation, we’re redefining what it means to be a fan in the age of spatial computing,” he said. “Together with BOSS and Apple, we’ve transformed the inaccessible into the unforgettable—inviting fans to step trackside, inside the cockpit, and into the very mindset of performance.”
The collaboration reinforces EPAM’s growing influence in spatial computing and experience design while showcasing BOSS’ strategy to blend luxury retail with emerging technologies.
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