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HUGO BOSS Immersive Showroom SS2023 

Exclusible and HUGO BOSS co-created the future of fashion and retail with AI-driven Immersive Showroom.
A cutting-edge virtual shopping experience pushes the boundaries of design and technology, thus creating a case study for both phygital multiverse and AI-usage transformative potential for the fashion industry.

Key Stats

  • We created and delivered the project in 30 days
  • BOSS Immersive Showroom has received the biggest number of visits and registered the highest engagement level after introduction during MVFW23 (March 28-31)
  • The space has generated* 17,2K visits with users coming from 127 different countries
  • Organic results: 11,600 unique users, 150K minutes spent in the Showroom, 8.4 av minutes spent/user

    *As of 19.04.23

Exclusible and HUGO BOSS Partnership

At Exclusible, we see the retail landscape’s continuous evolution on a regular basis. We strive to develop cutting-edge solutions that meet the demands of our clients. Our latest collaboration with luxury fashion brand HUGO BOSS is an excellent example of this strategy. This partnership has resulted in a unique shopping experience – BOSS Immersive Showroom, featured at Metaverse Fashion Week (MVFW23).

BOSS Immersive Showroom, hosted on, offers a virtual interpretation of the brand’s Miami fashion show. The captivating space recreates the atmosphere of Miami, mixing aquatic themes with urbanistic architecture. Connected to the BOSS online store, the Showroom displays five signature looks, enabling users to make direct purchases.

The gamification aspect adds a much-valued engagement element to the shopping experience. As users explore the Showroom, they discover shoppable looks and collect objects along the way. Once they complete the quest, they receive a digital fashion item—a blue BOSS suit, which they can wear within Ready Player Me (a cross-game avatar platform). This move allows Hugo Boss to spread its brand image all around the metaverse using RPM.


AI In The Design Process: Leveraging Creativity

Our collaboration with HUGO BOSS also highlights the power of AI, in particular Midjourney, to leverage the design process., our partner, efficiently moved from project brief to moodboard, ultimately gaining design approval within a week. This streamlined process allowed for the effective allocation of resources, enabling us to create the immersive showroom in just 30 days. Incorporating AI into the design process allowed the team to focus on polishing the details and optimizing user experience, culminating in the creation of an innovative virtual retail space.

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