BOSS Brings Bali to their Customers with New “BOSS House Bali Virtual Experience”

Today, the luxury fashion brand, BOSS will open the doors of BOSS House Bali to a select group of HUGO BOSS EXPERIENCE members, VIP customers, media, and key tastemakers from the Asia-Pacific region. In celebration of the launch of its Spring/Summer 2024 collection, from April 17, BOSS will take over a stunning villa on the idyllic island of Bali.

Built by the architect Alexis Dornier, the villa has been turned it into BOSS House Bali. an immersive space to showcase, live, and enjoy the 24/7 BOSS lifestyle. BOSS House Bali will feature experiences from gourmet dining and cooking classes to wellness workshops and active adventures. A new, digital-first activation will launch to coincide with the opening of BOSS House Bali, extending the experience to audiences worldwide: The BOSS House Bali Virtual Experience.

Today, April 17, 2024, the experience has launched globally online on and offers an unparalleled opportunity to explore BOSS House Bali and shop a selection of carefully selected BOSS products. While exploring the BOSS House Bali, fans can enter the stunning 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.

BOSS has added a gaming element to the explore BOSS House Bali. As visitors navigate through the virtual villa, they are encouraged to search for hidden letters scattered throughout, to find the phrase “BOSS BALI.” By collecting all the letters, players can unlock a discount code1, redeemable on their next online purchase. This unique virtual giveaway adds an extra layer of unique engagement and loyalty to the BOSS House Bali Virtual Experience.

Guests will be able to visit the BOSS House Bali virtual experience here: m=channels&utm_campaign=boss_bali


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 over 489 own stores worldwide.

BOSS is the core brand of HUGO BOSS, one of the leading companies positioned in the premium segment of the global apparel market. The group offers collections in 131 countries at around 7,800 points of sale and online in 73 countries via With approximately 19,000 employees worldwide, the company, based in Metzingen (Germany), posted sales of EUR 4.2 billion in the fiscal year 2023.


Source: BOSS

1 The following countries will not be eligible: Finland, Indonesia, Italy, Malaysia, Philippines, Sweden, Singapore, and Thailand.