Safilo Group is marking the 80th anniversary of its eyewear brand Polaroid with an ‘Instant Cinema’ activation in travel retail EMEA.

The initiative launched at the beginning of the year and is running until the end of December. It has so far featured at London Gatwick Airport (South Terminal), Madrid Barajas Terminal 4 and the main shop at Beirut–Rafic Hariri International Airport.

The Instant Cinema project is designed to increase interaction between the brand and customer while showcasing Polaroid’s polarisation function

The Instant Cinema project aims to show the functionality of polarisation and enhance the heritage of Polaroid. Travellers are invited to wear a pair of Polaroid sunglasses to view the video content displayed on the screen.