SINGAPORE. German fashion brand Boss has celebrated the reopening of its boutique at Singapore Changi Terminal 3 with the launch of the world’s first Bali-themed pop-up. The high-profile animation, which was officially rolled out on 4 April, is running until 9 May.
The Boss House of Bali pop-up is inspired by the luxurious, Alexis Dornier-designed villa on the Indonesian island, where the brand will host an exclusive, invitation-only retreat from 17 April to 17 May.
The spectacular animation showcases the brand’s summer menswear collection, including footwear, travel accessories, eyewear and Boss-branded accessories for dogs.
The concept also offers an exclusive five-piece capsule embellished with a Boss Bali-themed patch, which includes beach-ready shorts, a classic Boss polo shirt with collar adorned with the brand’s signature stripe, a palm-print shirt and two classic T-shirts in white and Boss’ classic camel shade.
The pop-up features immersive augmented-reality experiences such as a virtual wardrobe and a Magic Mirror, inviting travellers to try on various styles from the brand’s Spring/Summer 2024 collection without stepping into a changing room.
Boss is encouraging customers to share their virtual experiences by scanning a QR code on the Magic Mirror and uploading images or videos of them wearing the virtual outfit to social media.
Customers whose purchases are worth more than S$1,000 (US$740) will qualify for a lucky draw for a chance to win a three-day, two-night stay at the Boss House Bali.
Aside from its latest menswear range, the pop-up highlights the brand’s famous fragrance line, Boss The Collection, comprising 12 unique scents, which represent a certain Hugo Boss wardrobe staple.
Customers can also enjoy a bespoke olfactory consultation to help them choose the scent, which reflects their distinctive fragrance profiles.
Changi Airport Group Senior Vice President and Head of Airside Concessions Chandra Mahtani said: “We are happy to partner with Boss on this Changi-exclusive pop-up, which will transport visitors to the Boss House Bali without even stepping out of Changi Airport.
“This immersive experience tailors unique opportunities for travellers to experience the brand and its products, while inspiring excitement for travel.”
The launch of the Boss House Bali pop-up was celebrated in style, featuring a stellar line-up of local celebrities, social media influencers and athletes including Joseph Schooling, Ayden Sng, Carrie Wong and Jonathan Chua.
The celebration included an exclusive live set by renowned radio DJ Kimberly Wang, as well as a drum performance by Beat’abox Group.
In addition, Boss collaborated with Coty to offer guests a unique, multi-sensory experience, including a special fragrance bottle personalisation service.
At the launch event, poet Adam Tie of The Novel Encounter invited guests to offer three words to be transformed into personalised poems on the spot. Tie crafted poems in under three minutes using a typewriter, which he offered as a souvenir for each guest. ✈
