Sunglass Hut | Own Your Moment London Style | Covent Garden

- Experiential Marketing
- Retail Activation
Covent Garden, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

Sunglass Hut is a global retailer of sunglasses and accessories, known for offering a wide range of designer and fashion eyewear from major brands such as Ray-Ban, Oakley, Prada, Gucci and Versace. The brief was to bring to life their “Own Your Moment” campaign for a two-week pop-up in Covent Garden, and highlight the campaign's core message: that a pair of sunglasses does more than shield your eyes; it transforms your perception of the world and how others perceive you.

Solution.

Drawing inspiration from the unique street fashion of Londoners, we created an experiential pop-up to bring the brand's "Own Your Moment" campaign to life. This two-week activation took place in Covent Garden and kicked off with a DJ set by the iconic Melanie C, for an exclusive press and influencer preview before opening to the public.

Sunglass Hut Pop-up, setup in the sunshine

Guests could enjoy complimentary gelato from Badiani, featuring specially developed flavours in the brand's colours, before exploring the various frames on display, including the Melanic C curated collection. They were then invited to "own their moment" by selecting their favourite frames and stepping onto a runway, where a Glambot captured it and showcased it on a giant LED cube.

This allowed each guest to take centre stage as the face of the campaign. As they stepped off the catwalk, guests received a scratch card, giving them a chance to win merchandise and discounts redeemable in-store.

Results.

The activation delivered strong engagement, with 4,204 consumers interacting with the experience and signing up to the Sunglass Hut mailing list. The Glambot proved to be a standout attraction, with 86% of visitors taking part in the experience, creating a highly engaging and memorable brand moment. This enthusiasm translated into significant social amplification, generating 1,202 video shares and extending the reach of the activation well beyond the event itself.