Following their acclaimed SS23 show in Miami, BOSS is stepping into Metaverse Fashion Week, spanning March 28-31.

Serving as a digital extension of the Miami show, which bridged brutalist architecture with the sunshine state’s bright landscape, the brand’s space in the Metaverse blends gamification with a digital shopping experience, allowing fans of the brand to discover products in new ways.

With aims of being a leading brand in digital, BOSS used Artificial Intelligence to translate the show’s creative direction into a Metaverse showroom. Incorporating a game element, guests will be guided through the virtual space where they will find shoppable looks and be encouraged to collect digital items as they move throughout. In completing their tour of the showroom, they will be rewarded with a digital BOSS suit—as seen on the Miami runway—that can then be worn on Ready Player Me.

Daniel Grieder, CEO of HUGO BOSS, has said that the immersive showroom follows in a line-up of NFT projects and is BOSS’s next step in their “exploration of Web3 and the Metaverse, [which are] exciting new spaces for fashion brands.” Further, Grieder explained that this omnichannel strategy leverages new opportunities for BOSS’s storytelling, as well as provides an additional sales channel.

Bridging the gap between the physical and the digital, the Metaverse concept is connected to BOSS’ online shop. The five looks displayed in the space will be shoppable, linked to the relevant product pages on hugoboss.com.