Press release
EPAM and BOSS Unveil a Revolutionary Immersive Spatial Experience, Powered by Apple Vision Pro, That Redefines Motorsport Fandom
The innovation takes fans beyond the grandstand into the high-octane, high-performance world of racing, creating truly unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport and technology
NEWTOWN, PA, USA, October 2, 2025 – EPAM Systems, Inc. (NYSE: EPAM), a leading digital transformation services and product engineering company, today announced its strategic collaboration with BOSS on a revolutionary immersive spatial experience, powered by Apple Vision Pro, that redefines motorsport fandom. This innovation brings fans into the adrenaline-fueled immersion and the heart of the race action.
With strategy, design and execution led by EPAM and its Empathy Lab brand teams working side by side, this experience was designed to bring fans closer to the action than ever before, feeling as thrilling and authentic as being a racing driver. 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 finishes in a spectacular test lap, where the roar of the Aston Martin AMR25 surrounds fans.
“We’re thrilled to strengthen our strategic partnership with BOSS and bring an innovative spatial racing experience to life through Apple Vision Pro,” said Balazs Fejes, CEO & President, EPAM. “This initiative transcends traditional engagement by harnessing the power of immersive storytelling, making the exclusive world of motorsports accessible to a global audience of fans and consumers. It’s more than just viewing—it’s about creating truly unforgettable moments that redefine the intersection of premium fashion, luxury retail, sport and technology.”
Launching ahead of the Formula 1® Singapore Airlines Singapore Grand Prix 2025, the in-store activation debuts October 2 in specially designed installations at select BOSS locations across seven 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, that we 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.”
“With this innovation, we are redefining what it means to be a fan in the age of spatial computing. Together with BOSS and Apple, we’ve transformed the inaccessible into the unforgettable,” said Ward De Kruiff, VP, Business Consulting at Empathy Lab by EPAM. “Inviting fans to step trackside, inside the cockpit, and into the very mindset of performance. This is more than an immersive experience; it’s the future of storytelling at the intersection of luxury fashion, sport and technology, celebrating BOSS’ and EPAM’s proud heritage as a partner in sports. By fusing precision, adrenaline and emotion, we’re shaping the next generation of fandom and raising the bar for how brands connect with audiences worldwide.”