On September 14, 2023 Bose unveiled its next-generation QuietComfort lineup—featuring the QuietComfort Ultra Headphones, Ultra Earbuds, and QuietComfort Headphones—at an immersive launch event in New York City. Hosted at the iconic Weylin venue, the experience aimed to captivate press, influencers, and consumers by showcasing Bose’s latest noise cancelling and Spatial Audio technology. Guests entered through a dazzling LED light tunnel synced to spatial audio, leading to the dramatic debut of the new products showcased on illuminated plinths. The event highlighted Bose’s innovative audio capabilities through interactive demos, including a live band performance where attendees experienced seamless transitions between listening modes.

The celebration continued with a 600-guest launch party featuring electrifying performances by Ice Spice, Pink Panthress, Jamie xx, and Blu DeTiger. Immersive elements like a custom merch bar, vibrant light shows, and interactive photo booths added to the energy. Guests could star in their own Bose-themed content using a robotic "Glambot" or enjoy a karaoke session inside a Porsche, showcasing Bose’s partnership with the brand. From cutting-edge product demos to unforgettable entertainment, the event demonstrated Bose’s commitment to sound innovation and experiential marketing.