Boss to Project Gisele Bündchen and Lee Min-ho Hologram in London


GO BIG OR GO HOME: The German fashion label Boss on Wednesday will project a 10-meter hologram of supermodel Gisele Bündchen and South Korean star Lee Min-Ho in front of London’s Tower Bridge to celebrate the launch of the brand’s spring 2024 campaign.

“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing. The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications,” said Nadia Kokni, senior vice president of global marketing and brand communications at Hugo Boss.

A 10-meter hologram of Lee Min-ho projected by Boss in London

A 10-meter hologram of Lee Min-ho projected by Boss in London.

Courtesy of Boss

“The novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations toward our brand,” added Kokni, who believes this activation will ultimately encourage consumers to engage more deeply with the brand.

Bündchen and Lee are among a cohort of stars that include baseball player Shohei Ohtani, tennis player Matteo Berrettini, actress Suki Waterhouse and model Adwoa Aboah fronting the brand’s spring 2024 campaign, which was billed as “a journey of self-determination.”

The campaign is also accompanied by a series of videos, with the talents announcing “the choice is yours” as they move through maze-like rooms.



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