Luxottica takes temporary store to sea level
Luxottica and Sunglass Hut have inaugurated the new summer season with the first floating temporary store in Australia, at the crossroads of three different locations in the sophisticated Sydney Harbor.
Sunglass Hut is the first retailer to move the innovative temporary store concept to one of Australia’s most popular destinations for fashion and luxury shopping. At this time, Sunglass Hut has over 200 outlets in Australia and 2000 worldwide.
“Sunglass Hut is a global leader for retail sales of sunglasses. Luxottica is convinced that customers all over the world are looking for innovative retail concepts that will make the buying experience more exciting and enjoyable. By opening the first floating store in the futuristic Sydney Harbor, Sunglass Hut is giving the specialized and avant-garde retail world a lesson in attracting style-conscious consumers who can choose from the best creations by an internationally famous fashion brand. And all against a breath-taking natural backdrop,” commented Fabio d’Angelantonio, Executive Vice President Sun & Luxury Retail and global Chief Marketing Officer at Luxottica. He added: “What’s more, we are proud to announce that 10% of the proceeds will be allocated to OneSight, the Luxottica foundation that promotes and provides ophthalmological care all over the world”.
The design of the floating store encompasses the circular Sunglass Hut logo, includes a DJ console and features a transparent structure with a 360-degree view of enchanting Sydney Harbor. The four-day package has all the ingredients for creating a powerful and unique brand experience.
“Retail is no longer restricted by four walls and a door. And there can be no better or sunnier location than Sydney Harbor for an open-air store dedicated to sunglasses,” explained Chris Beer, CEO of Luxottica Asia-Pacific, South Africa and China.
Sunglass Hut has designed a four-day temporary store equipped with all the essential elements for a powerful brand experience. Attended by celebrities from Australia and New Zealand, the inauguration of the store took place at an exclusive event November 17 in Campbell’s Cove, Circular Quay, and included a live performance.
“We have taken this great opportunity also to involve our staff: we have set up a competition in Australia, South Africa, the United Kingdom and the United States for selecting the best professionals for managing the store. We want to involve as many people as possible in this incredible retail experience,” Fabio D’Angelantonio concluded.
