Boss embraces large-scale holograms for new campaign featuring Gisele Bündchen

1 year ago 33

After its tech-filled runway show dubbed “Techtopia” in September, Boss is bringing technology to its marketing once again.

“We’ve seen conversations based on our show,” said Nadia Kohni, svp of global marketing for Hugo Boss’s Hugo and Boss brands. “And it opened up a lot of discussion among our audience, fans and even associates about the [evolving] role of tech at large and how quickly everything is moving forward.”

Now, Boss is featuring model Gisele Bündchen and actor Lee Minho as 20-meter-high holograms projected in London’s Potters Fields Park, beside Tower Bridge. The activation, which is running from Wednesday evening until Thursday morning, is meant to promote the brand’s spring-summer 2024 collection and announce model Gisele Bündchen as a Boss brand ambassador.

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