EPAM and BOSS Debut Spatial Racing Experience with Apple Vision Pro

• EPAM and BOSS introduced a new immersive Formula 1 experience for fans, delivered through Apple Vision Pro.
• The collaboration brings racing-inspired challenges and visuals to select retail locations worldwide.

EPAM Systems and BOSS have launched an interactive experience designed for Formula 1 enthusiasts. Built for Apple Vision Pro, the activation invites fans into a dynamic simulation of race-day conditions, blending immersive visuals with performance-based challenges. Developed by EPAM’s Empathy Lab, the project merges storytelling, sport, and technology to deepen fan engagement inside a luxury retail setting.

Fans take on a series of precision challenges, including visual targeting drills and 3D puzzles based on strategic race decisions. The experience ends with a high-speed test lap in the Aston Martin AMR25, where spatial visuals and sound place users right inside the cockpit.

“Aston Martin is a timeless classic; a brand that has transcended eras by setting trends and creating iconic moments. Within Formula One, we continue to shape the future from within the sport," said Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One, in an official news release. "Together with BOSS, this innovative experience addresses one of F1’s biggest challenges: fewer than 1% of fans have experienced the sport in person. Now, fans can see, feel, and immerse themselves in the action like never before. It’s a powerful example of how Aston Martin Aramco continues to evolve its legacy with its partners — classic at the core, but defining the future of experience.”

The installation opened on October 2 in advance of the Singapore Grand Prix and is housed in BOSS stores across seven cities: London, Paris, Düsseldorf, Barcelona, Las Vegas, Dubai, and Singapore. Each store features a custom-built installation that puts fans trackside, inside the car, and into the mindset of a Formula 1 driver.

🌀 Tom’s Take:

Creating an immersive in-store experience is a smart way to drive foot traffic, especially with a device like Apple Vision Pro that many consumers haven’t yet tried. Pairing it with a custom installation takes the sensory impact to the next level, exactly the kind of move that makes experiential marketing work.

Source: PR Newswire / EPAM / BOSS