Ray Ban x Ferrari Interactive Racing Experience

• Client: Ray Ban & Ferrari
• Location: Global Travel Retail, Cannes, France
• Focus: Experiential Retail, Brand Engagement, Interactive Gaming
• Impact: +32% Sales YoY
• Awarded Best Experiential Campaign in Eyewear (Cannes Global Travel Retail Awards)

The Challenge:

How do you fuse two iconic brands Ray Ban and Ferrari into a memorable in-store experience that drives footfall, increases dwell time, and converts into sales? The objective from each brand was clear: create an interactive brand moment that not only celebrated Ferrari’s racing DNA but also made Ray Ban the focal point of attention within a competitive travel retail environment.

Our Approach:

We designed a visually disruptive, sensory-rich racing simulator that brought the thrill of Formula 1 into the airport environment. At its heart was a competitive lap-time challenge that encouraged shoppers to engage playfully while discovering the Ray-Ban x Ferrari collection.

To amplify impact we reimagined the physical space using skid-marked race track flooring and paddock-inspired zoning to create an authentic yet unexpected aesthetic. The experience was designed to maximise dwell time and create memorable, shareable moments that aligned with the high-energy Ferrari lifestyle.

The Solution:

The centrepiece: an interactive Formula 1 racing simulator that let customers test their driving skills against the clock. Participants competed for fastest lap times while brand ambassadors showcased the Ray Ban Ferrari eyewear line. The design ensured: High visual standout in a cluttered retail environment and seamless integration between digital gameplay and physical product storytelling

We overcame complex technical and health & safety challenges, including safeguarding against risks for participants with conditions such as epilepsy without compromising the visual and experiential drama.

The Impact:

• +32% Sales Increase year-on-year for the Ray Ban Ferrari collection
• Award-Winning Campaign: Recognised globally as the Best Experiential Campaign in the eyewear category (Cannes Global Travel Retail Awards)
• Significantly increased dwell time, brand recall, and positive sentiment among travellers.