Aston Martin and luxury fashion brand BOSS have launched a new virtual Formula One experience designed to bring fans closer to the action than ever before. The activation uses Apple’s Vision Pro headset to create a vivid, three-dimensional racing world inside selected BOSS flagship stores worldwide.
The experience places players in the heart of F1 engineering. It offers interactive challenges, reaction-based puzzles, and a high-speed lap inside Aston Martin’s AMR25 race car. For fans, it promises an accessible taste of F1 adrenaline without stepping onto a real track.
The project is fronted by Aston Martin drivers Fernando Alonso and Lance Stroll. Both guide players through a series of tasks designed to simulate the mental pressure, split-second focus, and technical precision needed in elite motorsport.
The virtual journey begins with spatial puzzle challenges aimed at sharpening a player’s reaction time. It then moves into an engineering walk-through, giving fans a rare front-row view of the AMR25’s aerodynamic design. The finale is a simulated hot lap built to feel almost indistinguishable from real track action.
BOSS says the activation is part of its broader push to connect fashion with performance technology. The company reported over €2.9 billion in sales last year and continues to expand its footprint in global sports partnerships.
Fans can already test the experience at BOSS flagship locations in London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore. More cities are expected to join as the F1 calendar intensifies in the coming months.
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