The launch of BOSS Bottled Beyond, the bold, category-defying new Eau de Parfum from BOSS Fragrances, was celebrated with a landmark event in the heart of New York City on October 3, 2025.
The evening began with an exclusive live set by Maluma, broadcast from the top of the Empire State Building. This breathtaking moment marked the first time an artist has delivered a live in-person show from above the 86th Floor Observatory of New York City’s most iconic skyscraper. The event also fell during Hispanic Heritage Month, carrying extra significance for Maluma as he represents his native country, Colombia. Furthering the spirit of the occasion, the Colombian flag was projected onto the Empire State Building during the performance.
To celebrate the occasion in signature fashion, Maluma wore a bold, tailored creation by Marco Falcioni, Creative Director at HUGO BOSS. The bespoke outfit featured a lightweight black silk overcoat with a silver lining, paired with an oversized double-breasted wool suit and wide-leg trousers and sleek white classic shirt, echoing the deep black-and-gray tones of BOSS Bottled Beyond.
As well as being live-streamed on BOSS social media, hugoboss.com, and the Empire State Building’s social media channels, Maluma’s performance was broadcast at Mercer Labs, the location of the main launch event. The NYC art and technology museum was transformed into an immersive space, inviting VIP guests to enter the bold world of BOSS Bottled Beyond through sensory rooms, themed games, ingredient discovery, and captivating photo moments with floor-to-ceiling campaign visuals. Attendees enjoyed welcome drinks—themed around key fragrance notes—at a striking bar with a leather and metal-wrapped design that echoed the BOSS Bottled Beyond flacon, while live DJs amplified the energy through the night. The three perfumers behind the fragrance, Daphné Bugey, Frank Voelkl, and Bruno Jovanovic, were also in attendance to share their expert insights with the guests. Special appearances from Bradley Cooper and Maluma further elevated the experience, joining the celebration and connecting with guests throughout the evening.
The excitement of the launch continued on October 4 and 5, where Mercer Labs opened the BOSS Bottled Beyond immersive pop-up to the public. The new fragrance was available for purchase on-site. Special out-of-home installations at various surprise locations around New York City offered additional sampling opportunities and drove consumer interest in visiting the Mercer Labs pop-up. This experience was free and open to all on Saturday, October 4 from 10am to 9pm, and on Sunday, October 5 from 10am to 6pm.
BOSS Bottled Beyond made its debut in June this year with a striking campaign featuring three extraordinary global icons—Bradley Cooper, Maluma, and Vinicius Junior—as the new ambassadors of the fragrance. Through the campaign, these inspiring figures embody the essence of brotherhood, showcasing how BOSS men draw inspiration and empower one another under the bold and unifying ethos: BOSS RECOGNIZE BOSS.
Credit Mia Andre