Retail in Asia


Boss brings first experiential offering in Southeast Asia to Bali, Indonesia

After a rebranding initiative that unveiled a bolder and more modern identity in 2022, German-headquartered fashion brand Boss is boosting efforts to re-introduce its brand to the Southeast Asian market, bringing an experiential offering to Bali, Indonesia this April.

To launch its spring/summer 2024 collection, in addition to a pop-up at Singapore’s Changi Airport, Boss is to host guests from around the world starting April 17 at Boss House Bali, marking its first hospitality takeover in Southeast Asia.

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Source: Boss

The immersive space built by German architect Alexis Dornier offers visitors an opportunity to experience Boss lifestyle around the clock.

Guests of Boss House Bali are welcomed with Boss Parfum, promoting the brand’s fragrances collection. Adding to the warm reception is a resident French bulldog, adorned in Boss accessories.

Source: Boss

Each of the six rooms feature a curated selection of products from Boss’ spring/summer collection, including eyewear, branded towels and stationery; an array of activities, from yoga sessions to spa treatments, also incorporate Boss details and scents.

Source: Boss

The villa combines traditional and contemporary design touches, featuring a Boss-branded swimming pool surrounded by the countryside.

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Exclusive access to Boss House Bali will be granted to select invited guests from April 17 to June 15 before being made available to public from June 16 to August 31, during which reservations will be open. A virtual experience will be on view beginning April 17.