LONDON: The ABB FIA Formula E Championship and Hugo Boss are expanding their existing collaboration by re-branding the premium hospitality suite, where VIPs and guests can enjoy a range of new offerings inside the Boss Emotion Club.
Running in parallel with their designation as official apparel partner, Hugo Boss will continue to dress Formula E staff, senior management and volunteers as well as activating in the surroundings of the newly-named club.
Guests inside the Boss Emotion Club will be treated to a premium race day experience set against the backdrop of iconic city skylines alongside an array of high-end entertainment, fine dining and exclusive access to the stars of the show. In addition to the new logo and change of name, there will be a bespoke ‘debossing station’ positioned inside the club where VIPs and guests can get personalised gifts, creating a lasting memory of their Formula E experience.
“Our partnership with Hugo Boss is a unique blend of style and performance – dressing our hard-working staff and treating guests to an experience they’ll never forget inside the Boss Emotion Club.
“What better brand to team-up with than a renowned partner in our existing portfolio and a name synonymous with premium quality. As we’re ready and fully-charged for a new era of electric racing, VIPs and guests will be in pole position to watch the action unfold throughout the season.” Formula E founder & CEO Alejandro Agag said.
