October 8, 2025
BOSS Bottled Beyond launches with historic Empire State Building performance
Maluma and Bradley Cooper joined BOSS Fragrances for an immersive New York City celebration marking the launch of BOSS Bottled Beyond Eau de Parfum
BOSS Fragrances hosted a star-studded launch event in New York City on October 3, 2025, celebrating the arrival of BOSS Bottled Beyond Eau de Parfum with global brand ambassadors Bradley Cooper and Maluma. The evening made history as Maluma became the first artist to deliver a live in-person concert from above the Empire State Building’s 86th Floor Observatory.
GTR Magazine Editor Laura Shirk attended the exclusive event, which began with the groundbreaking performance. Taking place during Hispanic Heritage Month, the moment held special significance as the Colombian flag was projected onto the Empire State Building during Maluma’s three-song set. Cooper introduced his fellow brand ambassador before the historic performance, which was live-streamed across BOSS social media channels, hugoboss.com and the Empire State Building’s platforms.
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 a white classic shirt—echoing the black-and-gray tones of BOSS Bottled Beyond.
Immersive experience
The celebration continued at Mercer Labs, where the NYC art and technology museum was transformed into an immersive world dedicated to the new fragrance. Shirk explored the venue’s sensory rooms, themed games, ingredient discovery stations and photo installations surrounded by floor-to-ceiling campaign visuals.
“The venue featured a statement bar wrapped in leather and metal to mirror the design of the BOSS Bottled Beyond flacon, serving welcome drinks inspired by the fragrance’s key notes,” Shirk observed. “Guests could also discover the fragrance via a gamified scale activation to find the perfect balance.”
“Described as a bold, category-defying new Eau de Parfum from BOSS Fragrances, BOSS Bottled Beyond is the first premium ginger-leather Eau de Parfum and the latest addition to the BOSS Bottled collection,” said Shirk. “According to beauty powerhouse Coty, it embodies two distinct facets of sensuality: one electrifying and fresh, the other deep and carnal.”
Live DJ sets kept energy high throughout the evening as the three perfumers behind the scent – Daphné Bugey, Frank Voelkl and Bruno Jovanovic – were on hand to share insights into the fragrance’s creation with guests. Both Bradley Cooper and Maluma made special appearances throughout the evening, engaging with attendees at the immersive experience.
Pop-up
Mercer Labs opened the BOSS Bottled Beyond immersive pop-up to the public on October 4-5, offering free admission and on-site fragrance purchases. The experience ran Saturday from 10am to 9pm and Sunday from 10am to 6pm. Special out-of-home “Daily BOSS Newsstand” installations at locations including Herald Square Plaza and World Trade Center offered additional sampling opportunities and exclusive giveaways.
BOSS Bottled Beyond launched globally in June with a campaign featuring Cooper, Maluma and Brazilian footballer Vinicius Junior as brand ambassadors under the ethos BOSS RECOGNIZE BOSS.
The fragrance is available in 50ml ($125), 100ml ($155), 150ml ($185) and 200ml refill ($195) formats, all refillable, complemented by a shower gel (200ml, $45) and deodorant stick (75ml, $34).
