Putting on a pair of VR glasses in the store, shoppers at the CDF mall embark on a virtual journey with the Luna Rossa Prada Pirelli sailors who have inspired the latest designs
CHINA. Luxottica Group global eyewear house has partnered with China Duty Free Group (CDFG) to organize a virtual reality experience, holding two new Prada Linea Rossa frames, at the Sanya International Duty Free shopping complex in Haitang Bay, Hainan.
The immersive virtual reality experience celebrates the launch of two new frames for the Prada Linea Rossa Impavid collection. It will run until the end of September.
Using the virtual reality glasses available in the store, customers embark on a digital journey that immerses them in the daily lives of Luna Rossa Prada Pirelli sailors, whose adventures have inspired the latest designs.
They can explore Luna Rossa’s design offices and board the AC75 Racing Yacht, where they have a first-hand virtual experience of sailing the boat through the waters while the Luna Rossa Prada Pirelli Sailor competes for the America’s Cup presented by Prada.
The two new Prada Linea Rossa Eyewear frames were developed in collaboration with the Luna Rossa Prada Pirelli team, which won the Prada 2021 Cup. Both the sunglasses and the optical frames feature dynamic designs with perforated temples and details of rubber. The collection also features a third style of ultralight sunglasses with a wrap-around sports frame and a red line on the front bar.
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According to Luxottica Global Travel Retail Director Enrico Destro, the experience underscores the company’s commitment to adopting innovative digital strategies to relate to the retail travel customer.
He said: “Digital technology and, in particular, virtual reality, offer increasingly powerful ways to immerse travelers in our world of brands, keeping the retail offering of travel fresh, exciting and relevant.
“Our long-standing partners of the China Duty Free Group share our commitment to growing the category of sunglasses in the region and we are proud to work with them once again to provide Chinese travelers with a shopping experience. unique with this virtual adventure of Prada Linea Rossa campaign “.
The launch of the Prada Linea Rossa Eyewear campaign has been further highlighted by the CDFG summer 88 campaign, which highlighted the diverse and dynamic offer of sunglasses at the CDFG shopping center. The campaign, which ran throughout August, featured attractive in-store events, interactive exhibits and special gifts.
Through activation, Luxottica Group is taking advantage of virtual reality to meet the growing demand for digital innovation in the midst of the pandemic crisis
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