Bose Transforms T-Mobile Arena into Immersive Brand Experience During CES 2025

On January 7, 2025, Bose opened the doors of the T-Mobile Arena in Las Vegas for an exclusive and immersive brand experience, showcasing its latest innovations to partners, clients, and media. In collaboration with McIntosh and Sonus faber, Bose invited guests to explore the pinnacle of automotive audio technology during CES 2025. This exclusive, invite-only event provided a rare opportunity to experience advanced research in a curated, intimate setting, far from the crowds of the main show floor. 

To bring this vision to life, Bose partnered with award-winning experiential agency Mirrored Media to transform the T-Mobile Arena—typically an ice hockey venue—into a cutting-edge Bose branded space that allowed it to demonstrate the future of its automotive audio technology in an interactive setting.

Guests entered through a stunning entry moment and sound tunnel, designed to transport them from the frenetic energy of CES into the tranquil and innovative world of Bose. Once inside, they were treated to hands-on demos and immersive experiences, including the preview of a concept Dolby Atmos x Bose surround sound experience.

The event marked the first collaboration under one roof for Bose, McIntosh, and Sonus faber since their acquisition. Highlights included:

• Vehicle Audio Demos: fully branded in-car audio system demos in a newly released 2025 Lamborghini Revuelto (Sonus faber), and a Jeep Wagoneer S (McIntosh).
• Brand and Product Showcase: Select attendees explored the McIntosh and Sonus faber product lineup and engaged with brand experts.
• Hi-Fi Vinyl Listening Experience: Featuring McIntosh and Sonus faber products and a live vinyl spinning DJ.

Transportation was thoughtfully curated, with guests chauffeured in Maseratis equipped with Sonus faber sound systems or McIntosh-fitted Jeep Grand Wagoneers, enhancing the immersive journey.

17k+ sq ft of subfloor and carpet were laid down to transform the T-Mobile ice rink into the Bose demo floor. 13k+ sq. ft. of printed walls created a fully branded, immersive experience with dedicated spaces for vehicle demos, hi-fi listening, lounges, bars, presentations, meeting rooms, and product displays.

This intimate and exclusive event fostered meaningful engagements between Bose and its key stakeholders during one of the busiest weeks in the industry. By combining hands-on demonstrations with innovative design, the experience showcased the power of sound and the future of automotive audio technology in a truly unforgettable way.