October 5, 2025
BOSS Bottled Beyond celebrated launch with Empire State Building performance
Maluma and Bradley Cooper were stars at the launch of BOSS Bottled Beyond in New York City
BOSS Fragrances celebrated the launch of BOSS Bottled Beyond Eau de Parfum with an event in New York City on October 3, 2025.
The evening began with a live set by Maluma broadcast from above the 86th Floor Observatory of the Empire State Building, marking the first time an artist delivered a live in-person show from that location. The event took place during Hispanic Heritage Month, and the Colombian flag was projected onto the Empire State Building during the performance.
Maluma wore a bespoke outfit created by Marco Falcioni, Creative Director at HUGO BOSS, featuring a lightweight black silk overcoat with silver lining, paired with an oversized double-breasted wool suit, wide-leg trousers and white classic shirt echoing the black-and-gray tones of BOSS Bottled Beyond.
Immersive launch event at Mercer Labs
The performance was live-streamed on BOSS social media, hugoboss.com and the Empire State Building's social media channels, and broadcast at Mercer Labs, the main launch event location. The NYC art and technology museum was transformed into an immersive space with sensory rooms, themed games, ingredient discovery and photo moments with campaign visuals. The venue featured a bar with leather and metal-wrapped design echoing the BOSS Bottled Beyond bottle, with welcome drinks themed around key fragrance notes and live DJs.
The three perfumers behind the fragrance, Daphné Bugey, Frank Voelkl and Bruno Jovanovic, attended to share insights with guests. Bradley Cooper and Maluma made special appearances throughout the evening.
Public pop-up opened October 4-5
Mercer Labs opened the BOSS Bottled Beyond immersive pop-up to the public on October 4 and 5, with the fragrance available for purchase on-site. Out-of-home installations at locations around New York City offered sampling opportunities. The experience was free and open to the public on Saturday, October 4 from 10am to 9pm and Sunday, October 5 from 10am to 6pm.
BOSS Bottled Beyond launched in June with a campaign featuring Bradley Cooper, Maluma and Vinicius Junior as brand ambassadors under the ethos BOSS RECOGNIZE BOSS.
The fragrance is available in the US at Macy's, Ulta, Sephora and Amazon in 50ml ($125), 100ml ($155) and 150ml ($185) sizes, all refillable with a 200ml refill ($195). A shower gel (200ml, $45) and deodorant stick (75ml, $34) complement the range.
