Most people do not think of Ray-Ban when they think of prescription glasses, and the Dubai roadshow set out to change that by making the eye test part of the brand. The stand ran under the line Get Framed: choose your frames, use the booth, share with friends, find the look that is right for you. Private examination rooms with a six-metre Snellen distance sat inside the footprint, so a style decision and a prescription could happen in the same visit.
Around them, a classic customised VW van with built-in LEDs and a service bar anchored the retro cool, a style bar offered professional suggestions at mirrored stations, a product island and a red metal mesh display wall carried the signature and the new frames, and a social-powered photo booth in a retro shell let guests try on frames and crowdsource the verdict. Zipper-checked flooring marked the edges. Footfall and sales in participating retailers rose directly on the back of it, and the brand’s effortless cool since 1937 came through in restrained retro nods that still felt new.
ClientLuxottica Group Ray-Ban Middle EastAgencyJK58RoleCreative DirectorYear2018
