BOSS Bottled Beyond on Top of the World
The official BOSS Bottled Beyond launch electrified New York City with a night of bold firsts and unforgettable moments.
On October 3, the evening began with a captivating performance by global superstar and BOSS Fragrances ambassador Maluma. In front of more than 600 invited guests, the singer made history as the first artist to deliver a live in-person show from above the 86th Floor Observatory of the Empire State Building. Fans around the world followed every moment of the performance, livestreamed across BOSS social media, hugoboss.com, and the Empire State Building’s social media channels.
BOSS BOTTLED BEYOND
The campaign’s ambassadors — Bradley Cooper, Maluma, and Vinicius Junior — represent the bold and unifying ethos of the fragrance: BOSS RECOGNIZE BOSS. Both Bradley Cooper and Maluma made special appearances at the event, mingling with guests and embodying the spirit of BOSS Bottled Beyond.
Adding a powerful cultural touch to the event, the yellow, red, and blue colors of the Colombian flag were projected onto the iconic skyscraper — an inspiring celebration of Hispanic Heritage Month and Maluma’s Colombian heritage.
The party continued at Mercer Labs, where the immersive world of BOSS Bottled Beyond came to life. Guests explored sensory rooms, discovered the scent’s ingredients, and captured striking photos against a backdrop of floor-to-ceiling campaign visuals. A sleek bar, designed to echo the leather and metallic tones of the BOSS Bottled Beyond flacon, served drinks inspired by the fragrance’s key notes, while live DJs kept the energy high throughout the night.
