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

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 pleased to strengthen our strategic partnership with BOSS and bring an innovative spatial racing experience to life through Apple Vision Pro," said
Launching ahead of the Formula 1® Singapore Airlines Singapore Grand Prix 2025, the in-store activation debuts
"Formula 1® is the pinnacle of speed, precision, and pressure—an exhilarating world that few get to truly experience firsthand," said
"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
To learn more about how EPAM helps retail businesses accelerate growth and agility through experience-led, tech-enabled business transformation, visit www.epam.com/industries/consumer/retail.
About
Since 1993,
We leverage AI and GenAI to deliver transformative solutions that accelerate our clients' digital innovation and enhance their competitive edge. Through platforms like EPAM AI/RUN™ and initiatives like
We deliver globally but engage locally with our expert teams of consultants, architects, designers and engineers, making the future real for our clients, our partners, and our people around the world. We believe the right solutions are the ones that improve people's lives and fuel competitive advantage for our clients across diverse industries. Our thinking comes to life in the experiences, products and platforms we design and bring to market.
Added to the S&P 500 and the Forbes Global 2000 in 2021 and recognized by Glassdoor and Newsweek as Most Loved Workplace, our multidisciplinary teams serve customers across six continents. We are proud to be among the top 15 companies in Information Technology Services in the Fortune 1000 and to be recognized as a leader in the IDC MarketScapes for Worldwide Experience Build Services, Worldwide Experience Design Services and Worldwide Software Engineering Services.
Learn more at www.epam.com and follow us on LinkedIn.
About BOSS and
BOSS is made for bold, self-determined individuals who live life on their own terms, with passion, style, and purpose. Collections offer dynamic, modern designs for those that embrace who they are fully and unapologetically: as their own BOSS. The brand's heritage tailoring, performance suiting, casualwear, denim, athleisure, and accessories cater to the style needs of the discerning consumer. Licensed fragrances, eyewear, watches, and kidswear complete the brand. The world of BOSS can be experienced in around 500 own stores worldwide. BOSS is the core brand of
About
Our passionate and curious team of data scientists, technologists, Al experts, strategists, and creatives are driven by the belief that technology should be used to make experiences more human, not less.
We enable brands to listen to their customers at every touchpoint, understand their context, behaviors and preferences, adapt to the individual, and engage with them in the moment through next-gen marketing, omni-modal experiences, total commerce, generative loyalty and intelligent products.
Our goal is to help brands understand and serve consumers like never before, by building genuine empathy at scale.
Learn more at www.empathylab.com and follow us on LinkedIn.
Forward-Looking Statements
This press release includes estimates and statements which may constitute forward-looking statements made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, the accuracy of which are necessarily subject to risks, uncertainties, and assumptions as to future events that may not prove to be accurate. Our estimates and forward-looking statements are mainly based on our current expectations and estimates of future events and trends, which affect or may affect our business and operations. These statements may include words such as "may," "will," "should," "believe," "expect," "anticipate," "intend," "plan," "estimate" or similar expressions. Those future events and trends may relate to, among other things, developments relating to the war in

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