The German brand is celebrating its return to Dubai Mall.
As the world’s highest 360-degree infinity pool, Aura Skypool & Lounge inevitably elevates even an ordinary swim or sundowner — and the celebration of BOSS’ return to Dubai Mall is no exception. The fashion brand has just debuted a state-of-the-art store in Fashion Avenue, marking the occasion with a three-month experience designed to ignite all senses. Situated 210 metres in the sky, Aura offers incredible views of the city skyline, Palm Jumeirah, and the glistening horizon of the Arabian Gulf.
In imagining its takeover of the Aura space, BOSS has taken inspiration from the quintessential summer style of the Mediterranean and chic Riviera beach club flair, enabling the brand to seamlessly merge into its renowned atmosphere. Encapsulating the very essence of calm and tranquillity, every moment is imbued with ineffable charm and allure. Guests can indulge in an exquisite experience as they soak up the sun by the poolside oasis, enjoy lunch in the sky, or reset with wellness classes.
Elsewhere, the BOSS|Aura capsule collection – available exclusively at Aura Skypool Lounge – is a testament to the union of BOSS and Aura’s signature aesthetics. This exclusive collaboration offers a curated selection of apparel and accessories that neatly capture the unique blend of BOSS’ style excellence and Aura’s ambience. Guests can not only savour the venue’s top-of-the-world atmosphere, but also take home a piece of this unique experience.
Over at Dubai Mall, the exclusive design concept of the reopened BOSS store allows customers to indulge in the privacy of a fully enclosed, VIP made-to-measure room, where precision meets personalisation. Shoppers can experience a journey that reimagines BOSS heritage tailoring while exploring menswear and womenswear collections. To further amplify the store’s reopening, BOSS loyalists can immerse themselves in the digital realm via two unique experiences, which are virtually launched from its revamped entrance.
Users can enter two different portals. The first of these allows them to engage with a 360-degree panorama of the AURA Skypool venue, showcasing the BOSS-branded features of this one-of-a-kind takeover. Meanwhile, the second portal leads users to a fully immersive presentation of the Dubai-exclusive capsule collection, which can only be purchased locally within this virtual experience or in person at Dubai Mall. The BOSS experience at Aura Skypool Lounge will run until Friday, 29 December.
GO: Visit https://dubai-experience.hugoboss.com for more information.