Case Studies

RAY-BAN

The First Flagship Store in Europe

ITALY, Milan
The First Flagship Store in Europe
The First Flagship Store in Europe

THE NEW RAY-BAN STORES ARE BASED ON STRONG VISUAL IMPACT MIXED WITH THE BRAND’S VALUES, CREATING A FRESH IMAGE FOR THE BOUTIQUE AND THE CUSTOMER EXPERIENCE.

The concept underpinning the Ray-Ban eyewear retail design and store evolved over several stages. The first, the temporary store, arose from the request to quickly develop a new physical retail space for the brand. The desire was to create visual impact for the first Ray-Ban boutique in Europe, located in the center of Milan.

Thus, the main idea was to modify the existing situation as little as possible, blocking the state of the space “as is” and using its rough elements and mood to create a striking Ray-Ban image and a full brand experience.

The atmosphere is characterized by artificial blue and red lights which, like the colors of Ra-Ban’s lenses, let customers see the space and themselves in a different way.

The colors are deep and dark, borrowed from the brand’s palette.

A mix of red, black and various shades of gray create a different twist thanks to the red and blue lights, and immerse the whole space in the brand’s aesthetic. New materials are mixed with existing ones. The diamond plate sheet metal balances with the existing brick walls, meshing with the concrete pillar around which the focal point of the store is located and enhanced by color-temperature contrast lighting.

The First Flagship Store in Europe
The First Flagship Store in Europe

MATERIALS, FINISHES, LIGHTS AND SHAPES REFLECT THE LAST 80 YEARS OF THE BRAND:

an industrial, cutting-edge look, which is projected to the future without forgetting the past.

The Ray-Ban eyewear retail design and concept developed for the temporary store was then transformed and adapted for all Ray-Ban retail spaces and stores worldwide, with minor adjustments to and fine-tuning of their materials and elements.

Lights, materials and an industrial feel are blended together to re-create a distinct Ray-Ban atmosphere and let customers fully live the brand experience.

The temporary store was then turned into an actual flagship store that spread over two floors.

b612 studio defined this phase as well, in terms of eyewear retail design, fine tuning of materials and special installations, such as the Ray-Ban LAB on the first floor and the F1 Ferrari car that hangs on a wall on the ground floor.

Moreover, b612 studio developed an innovative eyewear display system, which matches the concept behind the new store both in terms of aesthetics and materials. This system is composed of shelving display modules in different sizes, and mirror and storage systems.

The First Flagship Store in Europe
The First Flagship Store in Europe
The First Flagship Store in Europe

The new light fixture system is part of the brand’s new worldwide style, defining new Ray-Ban eyewear retail design.

A new type of integrated light was then designed and developed. A combination of lighting beams creates optimal illumination for the displayed products.

The First Flagship Store in Europe

THE COLORS ARE DEEP AND DARK, TO HIGHLIGHT THE PECULIARITIES OF SPACE AND TO ENHANCE THE BRAND’S VALUES.

behind

the scenes

1st version – retail space: 65 sq m / 700 sq ft

Coordinates: 45°28’00.0” N 9°11’50.0”E

From project brief to store opening: 22 days

New concept application: EMEA, NA, APAC, China

Team
Team
Team
Team

inspirations

#Blue&RedLights

The First Flagship Store in Europe

#RawMaterials

The First Flagship Store in Europe
The First Flagship Store in Europe

#ImmersiveBrandExperience

The First Flagship Store in Europe

#IndustrialDetails

The First Flagship Store in Europe