Inside The Boss ‘Techtopia’ Show
Boss unveiled an in-depth exploration of corporate culture, dubbed “corpcore,” within a futuristic sci-fi backdrop as part of its Fall 2023 collection. Dubbed as “Techtopia: an ephemeral workplace and oasis of tranquillity and ergonomic design, where the needs of body and mind are seamlessly integrated.”
Leading up to their fashion show in Milan on September 22, Boss harnessed AI and cutting-edge technology to materialize their vision of a “Techtopia” setting. This event took place at Milan’s Allianz MiCo conference center and unfolded as an immersive futuristic experience, complete with holograms, robots, and semi-transparent screens. The Spring 2024 collection, designed with an office-style aesthetic, was showcased alongside this tech-driven set to symbolize a future workplace where AI, nature, and humans harmoniously collaborate. Prominent models such as Gigi Hadid, Ashley Graham, Anthony Joshua, and Khaby Lame graced the catwalk.
Nadia Kokni, SVP of Global Marketing for Hugo Boss’s Hugo and Boss brands, emphasized the significance of tangible elements in the show, highlighting the return to physical offices, retail spaces, and dining as sources of normalcy and concrete experiences. The foundation of the Boss brand, with a history of crafting workwear for nearly a century, served as the inspiration for this immersive display.
In the six months leading up to the show, Boss collaborated with Hong Kong-based Hanson Robotics to introduce three Sophia robots, a groundbreaking blend of robotics and AI, to the event. Created in 2016, Sophia has become the innovation ambassador for the United Nations Development Programme. These Sophias were outfitted in complete Boss attire and could be found in the audience, at workstations surrounding the runway, and at a central Boss hub. Their ability to recognize faces, hand gestures, and human emotional expressions allowed them to engage with guests, aiming to humanize robotics while presenting a familiar and comfortable yet engaging interface.
The robotic presence was just the tip of the iceberg in conveying the show’s overarching theme. The show space featured six technology-infused rooms, some of which were interactive. These rooms included the Brainstorm room, where attendees could experiment with light-therapy headphones, and the AromaSynth lab, where they could explore Boss’s Bottled Eau de Toilette and Elixir scents. The Imaginarium encouraged attendees to envision the future, while two other rooms served as green, plant-filled meeting spaces. The final room showcased large-scale displays of robots and technology-related imagery.
Kokni mentioned that attendees were drawn into the show as if it were an exhibition, with a desire to linger, engage, and interact. The brand is now contemplating repurposing these rooms as pop-up installations in their retail locations.