"Hugo Boss Immersive Showroom" by Hugo Boss is a bold digital venture for the brand, offering an interactive Metaverse experience in line with the Metaverse Fashion Week (March 28-31). This digital extension of the BOSS Miami Fashion Show leverages the power of artificial intelligence to emulate the physical showroom in the Metaverse, thereby bridging the gap between physical and digital retail.

The virtual showroom features a striking contrast of the aquatic theme from the Miami Fashion Show against brutalist architectural elements. The space also incorporates gamification, where users are guided through the showroom and encouraged to collect objects. Upon completion of this quest, users receive a digital fashion item - a blue BOSS suit as seen on the Miami runway - that can be worn on the avatar platform, Ready Player Me.

The five featured looks in the showroom, including key pieces from the runway and additional styles for both men and women, are shoppable, with links leading directly to the product pages on hugoboss.com. These offerings celebrate the brand's design ethos, featuring its classic color palette of black, white, and camel, interspersed with soft blue hues seen in the Miami collection.

This digital experience was created in collaboration with Exclusible, a Web3 agency, and Polycount, a Metaverse experience studio. The virtual showroom is hosted on Spatial, one of the co-hosts of the 2023 Metaverse Fashion Week, and is part of Hugo Boss' ongoing effort to explore Web3 and the Metaverse. Daniel Grieder, CEO of HUGO BOSS, noted that this initiative is an important step towards their goal of becoming the leading premium tech-driven fashion platform worldwide.