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Great Experiential Marketing: Ray-Ban’s sensory artisan workshop

By Joss Davidge

Ray-Ban celebrated the launch of its New Materials collection with this sensory and interactive experiential event in New York, called District 1937.

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Ray-Ban’s District 1937 sensory brand experience comprised 5 specially-built stations focussing on the materials that inspired the new versions of its iconic sunglasses: denim, leather, velvet, titanium, and steel.

The theme of the evening centred on Ray-Ban’s penchant for breaking rules, experimenting and blending together different genres to create unique contemporary designs – the experiential event brought together the creative skill of artists and designers who were specifically chosen for their unique ability reinterpret a specific material in their own style.ray-ban_brand_experience_district_1937_experiential_marketing_2

The aesthetically pleasing event provided a myriad of photo-ready fodder for Instagram enthusiasts, and attendees were further encouraged to get talking about the event on social media thanks to a range of assets throughout the space featuring the handles and hashtags.ray-ban_brand_experience_district_1937_experiential_marketing_3

The aesthetically pleasing event provided a myriad of photo-ready fodder for Instagram enthusiasts, and attendees were further encouraged to get talking about the event on social media thanks to a range of assets throughout the space featuring the handles and hashtags.ray-ban_brand_experience_district_1937_experiential_marketing_4

To end the night in style, Blondie’s Debbie Harry put on a performance for the guests in front of perfectly placed “Ray-Ban” flashing lights. As front woman of a band that has been inspiring fashion and culture for 40 years, she was the perfect choice of partner for Ray Ban’s hipster activation.

The event’s distinctive name District 1937 not only evokes New York’s Garment District (the renowned birthplace of the American fashion industry), but also the year in which Ray-Ban launched.

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