BOSS celebrated the opening of its first China halo store at Shanghai’s Jing’an Kerry Centre with a series of high-profile events leading up to the 2025 Formula 1 Heineken Chinese Grand Prix. The launch featured Aston Martin Aramco Formula One Team drivers and BOSS ambassadors Lance Stroll and Fernando Alonso, who walked the black carpet alongside VIPs, celebrities, and media in front of the store’s striking 18-meter-high façade, adorned with a Shanghai International Circuit-inspired design.

Inside, a replica Aston Martin F1 car served as the centerpiece, while attendees tested their driving skills in a hyper-realistic racing simulator that will remain in-store throughout the Grand Prix. The event also unveiled Alonso’s new BOSS-designed helmet livery, incorporating a brush-stroke motif inspired by Chinese calligraphy. A fireside chat with Alonso and Stroll offered further F1 insights.

Hugo Boss Chinese New Year Pop Up Store and Cafe Shenzhen Vientiane City China

Guests explored the BOSS x Aston Martin Spring/Summer 2025 Menswear capsule, a collection crafted from lightweight, high-performance fabrics that merge luxury with sophistication. Inspired by warm-weather travel, the collection embodies elegant comfort on the move. Attendees also enjoyed molecular cuisine-inspired canapés at the in-store BOSS CAFÉ, the brand’s first in China.

The celebration continued with a VIP afterparty at The Peninsula Hotel’s rooftop Palace Suite, featuring a BOSS-themed light show, live performances, DJ sets, and premium catering against the Shanghai skyline. The collection, captured in a campaign starring Alonso and Stroll alongside the Aston Martin Vantage, is now available on boss.com, at BOSS stores worldwide, and through select BOSS wholesalers.