Pop-up activation meets luxury retail in this series of high-touch events created for Luxottica’s Sunglass Hut brand in collaboration with Versace. To elevate the in-store experience and drive engagement across key markets, Evolve Activation executed nine exclusive activations designed to blend personalization, ambiance, and influencer reach. All within a three-day window across four states.
Challenge:
Versace and Luxottica wanted to deliver a retail experience that felt premium, personalized, and memorable. The objective was to create an elevated moment that drove in-store traffic, increased purchase intent, and reinforced brand exclusivity, all within a short activation window and across multiple geographic markets.
Solution:
Evolve Activation designed a multi-market pop-up activation strategy hosted at select Sunglass Hut locations, including Macy’s in-store spaces and standalone storefronts. Each event featured:
- A professional calligrapher customizing Versace eyewear cases with guest names
- A live DJ enhancing the energy with curated music
- Brand ambassadors offering elevated service and product knowledge
- Influencer seeding, gifting select guests a free pair of Versace sunglasses in exchange for social media promotion
These events were executed in markets such as New York City, Miami, Dallas, Houston, and Chicago for maximum visibility and brand impact.
Results:
- Engaged hundreds of luxury shoppers across 9 events
- Drove product sell-through during activation windows
- Expanded social media reach through organic influencer content
- Strengthened brand perception through personalization and exclusivity
- Boosted foot traffic and excitement in each retail location
Why It Worked:
Luxury shoppers are drawn to exclusivity, meticulous attention to detail, and immersive experiences. This pop-up activation delivered all three. The calligraphy customization created a unique takeaway, the live DJ elevated the environment, and the influencer strategy extended the experience beyond the store. These combined elements resulted in a high-value retail moment that left a lasting impression on both in-store guests and digital followers.
Contact Evolve Activation to learn more about the ROI of this campaign and how we can build a custom pop-up experience that drives results for your brand.
