The Special Event and Partnership Coincides with the Brand’s First Halo Store in China
Boss celebrated the opening of its first halo store in China, located in Shanghai’s Jing’an Kerry Centre, with a week of events coinciding with the excitement of the upcoming 2025 Formula 1 Heineken Chinese Grand Prix, as well as a special collaboration with Aston Martin.
On Wednesday, March 19, the store’s impressive 18-meter-high facade, featuring a design inspired by the Shanghai International Circuit and adorned with the Chinese character “上” (meaning “rise”), set the stage for a glamorous event. Formula One drivers and Boss brand ambassadors, Lance Stroll and Fernando Alonso, joined approximately 80 VIPs, celebrities, media representatives, and content creators on a sleek black carpet to inaugurate the store.
Inside, the highlight was a replica Aston Martin Aramco Formula One Team car, centered among the attractions which included a highly realistic racing simulator. This simulator is set to stay in the store for the duration of the Grand Prix, offering visitors a taste of the racing experience. Additionally, a new helmet design for Alonso, crafted by Boss and featuring calligraphic elements similar to the store’s facade, was unveiled, adding to the racing theme.
The event also showcased the Boss x Aston Martin Spring 2025 Menswear capsule. This latest collection emphasizes luxury and high-performance wear, ideal for warm climates, made from lightweight, high-quality materials ensuring comfort and style.
The Boss Café inside the store served guests molecular cuisine-inspired canapés and drinks, marking its debut in China. The celebration continued into the evening with an exclusive afterparty at The Peninsula Hotel’s rooftop Palace Suite and Terrace, which featured a Boss-themed light show, a live performance by Rikimaru Chikada, DJ sets, and premium catering, all set against the backdrop of Shanghai’s skyline.
Heralded with a campaign starring Alonso and Stroll, the capsule is available now at Boss stores worldwide, and through selected wholesalers.
