Ray Ban x Meta—Shaping the Future of Smartglasses

• Client: Ray Ban & Meta
• Location: Global (Retail, Digital, Consumer Engagement)
• Focus: Emerging Technology Strategy, Consumer Engagement, Retail Launch Activation
• Impact: Global category leadership in smartglasses launches, shaping consumer engagement strategy for wearable tech across fashion and technology

The Challenge:

How do you bring smartglasses, a technology that merges wearable tech with fashion culture to market in a way that resonates with mainstream consumers while maintaining brand integrity? Ray Ban, in partnership with Meta, was set to launch Ray Ban Stories their first generation of smartglasses, but needed a strategy that would help consumers understand and emotionally connect with this new category.

Our Approach:

We have been at the forefront of wearable technology since 2016, having previously helped Meta launch its first VR offerings in Europe. Our deep understanding of both the technology, fashion and the consumer mindset positioned us as the ideal partner to help shape Ray Ban x Meta’s smartglasses debut.

Our approach focused on translating complex technology into simple, stylish, and culturally relevant storytelling. Bridging the gap between fashion, functionality, and digital lifestyle and designing retail environments and experiential activations that allowed consumers to try, learn, and share. We also provided insight-driven guidance to inform product positioning, customer journey mapping, and digital content development.

The Solution:

Our ongoing work has supported the launch and rollout of Ray-Ban Stories across multiple global markets. The design of in-store trial zones and consumer education touchpoints that demystify smartglasses through hands-on experience. Strategic input on how to position wearable technology within fashion retail environments whilst ensuring relevance to both early adopters and mainstream consumers. Our team has effectively helped shape global consumer engagement strategies for both Ray Ban and Meta, supporting the evolution of the smart eyewear category into the next wave of wearable tech adoption.

The Impact:

Established Elluminate Me as a global leader in smartglasses retail strategy by supporting Ray Ban and Meta successfully launch and grow the smartglasses category in multiple markets. Pioneered new ways to merge fashion, lifestyle, and emerging technology to create meaningful customer experiences