Boss Bali activation adds unique experience to SS24 launch

As its SS24 collection debuts, the Boss brand is opening the doors of Boss House Bali to a “select group” of Hugo Boss Experience members, as well as VIP customers, media, and “key tastemakers” from the Asia-Pacific region. But there’s a global element online too.

Hugo Boss

The brand has taken over a villa on the island of Bali, built by the architect Alexis Dornier, and turned it into Boss House Bali. It’s an immersive space “to showcase, live, and enjoy the 24/7 Boss lifestyle”. 

That means “gourmet dining and cooking classes, wellness workshops and active adventures”. 

And a new, digital-first activation has launched to coincide with the opening, “extending the experience to audiences worldwide” under the name The Boss House Bali Virtual Experience.

It has just been unveiled globally on and means visitors can explore the Bali location and shop a selection of “carefully selected” products. 

The company said: “With a simple click, Boss fans can enter the 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.”

As we’ve come to expect these days, there’s also gaming. As visitors navigate through the virtual villa, they’re 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.

The company believes this virtual giveaway “adds an extra layer of unique engagement and loyalty”, and Nadia Kokni, SVP of Global Marketing and Brand Communications at Hugo Boss, said: “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. 

“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.”

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