CHINA. Global eyewear house Luxottica Group has partnered with China Duty Free Group (CDFG) to host a virtual reality experience, celebrating 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 goggles available in-store, customers embark on a digital voyage that immerses them in the daily lives of Luna Rossa Prada Pirelli Sailors, whose adventures have inspired the latest designs.
They can explore the Luna Rossa design offices and hop onto the AC75 racing Yacht, where they get a first-hand virtual experience of sailing the boat across the waters as the Luna Rossa Prada Pirelli Sailor’s compete 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, who won the 2021 Prada Cup. Both the sunglasses and optical frames feature dynamic designs with perforated temples and rubber details. The collection also features a third, ultra-lightweight sunglass style with a wraparound sporty frame and a red line on the front bar.
According to Luxottica Global Travel Retail Director Enrico Destro, the experience underscores the company’s commitment to adopting innovative digital strategies to engage with the travel retail customer.
He said: “Digital technology – and particularly virtual reality – offer increasingly powerful avenues to immerse travellers in our brand worlds, keeping the travel retail offering fresh, exciting and relevant.
“Our long-standing partners at China Duty Free Group share our commitment to growing the sunglasses category in the region and we’re proud to partner with them once again to offer Chinese travellers a unique shopping experience with this virtual adventure from the Prada Linea Rossa campaign.”
The launch of the Prada Linea Rossa Eyewear campaign has been further emphasised by CDFG’s 88 Summer Campaign, which highlighted the diverse and dynamic sunglasses offer at the CDF Mall. The campaign, which ran throughout August, featured engaging in-store events, interactive displays and special gifts.
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