Report from NYC: The SGH Launch Party
With all the glitz and glamour of a Hollywood premier, Sunglass Hut opened its flagship store on Fifth Avenue late last month. SGH then hopped the Atlantic to open its London flagship store with just as much fanfare on Oxford Street the very next night!
A steady stream of celebrities, dignitaries and SGH execs talking with the press caused chaos on the New York sidewalks, where passersby strained for glimpses of Rachel Bilson, Coco Rocha, Zoe Kravitz and many others. Inside, we were greeted by an exquisitely choreographed show, with sleek models snapping pictures of other models posing in chic sunglasses. Everyone was encouraged to try on shades and pose for SHG’s innovative Social Sun system.
What exactly did Big Apple glitterati have to do with digital signage? We were invited to Fifth Avenue because Micro Industries Touch&Go Paige® is a key component of the fun. Our mCosm team developed the software named "Social Sun" by Sunglass Hut. Social Sun lets customers try on sunglasses, digitally capture and compare their looks, and share the images with family and friends. You can email the pictures, post them to Facebook or even upload them to the Social Sun page on Sunglass Hut’s website. In-store, you can also post pictures to our fantastic Touch&Go Messenger 65—in New York, our pictures joined the photos of the partiers who packed the event.
Micro Industries Mike and Mandy Curran
Sunglass Hut CEO Fabio d’Angelantonio said he wanted to make the Fifth Avenue store a better showcase for the company’s products than the simple glass counters for the shades Luxottica makes for such fashion houses as Prada, Chanel and Polo Ralph Lauren. “The New York and London flagships provide an opportunity to make the brand a consumer destination that showcases sunglasses like no other retailer in the world," d’Angelantonio said later in London. Consumers own far fewer sunglasses than shoes, which he believes leaves significant potential for the category to expand if sunglasses are seen as essential fashion accessories.
To mark the NYC flagship launch, many of the fashion houses that work with Luxottica provided original artwork, which hung in a private showing room in the rear of the store. Such big fashion names as Dolce & Gabbana, Tiffany, Burberry, Gucci and many more expressed their best wishes in their trademark style.
Guest DJs Fab Moretti and Binki Shapiro of Little Joy provided the music, their rock theme adding to the event’s vitality. Jenny Lewis’ live performance was outstanding. It was a fabulous night that left our little Micro Industries contingent feeling energized and a long way from home. Toto, we aren’t in Ohio anymore!