Against the post-industrial backdrop of Berlin’s iconic power plant, Humboldt Umspannwerk, we celebrated the launch of Ray Ban Tech, a new collection of carbon fibre sunglasses.
In this Kraftwerk meets Tate Modern space, we produced a private media exhibition showcasing the collection’s technical innovations. As part of the exhibit, we created a historical catalogue of Ray-Ban's legacy of continuous innovation in pioneering eyewear. From the iconic Aviator of the 1930's to the contemporary Ray-Ban Tech collection, the exhibit demonstrated how Ray-Ban's function-led design has helped improve the way people see the world for over eight decades.
The exhibition included a series of zones featuring a variety of installations and interactive experiences, which examined a particular aspect of how our accelerated, digital lives have become 25/8, and how Ray-Ban Tech responds to this. The event was attended by, and generated coverage in a variety of lifestyle, design, fashion and news publications from all over the world.