In May 15, 2016, Ray-Ban held a special celebration District1937 in New York to celebrate the launch of a new outlet series of innovative sunglasses.
This activity was held in unique fashion area in New York, creating a realistic and unique studio environment for guests to explore the use of this brand’s new and excellent material. In this brand’s the latest glasses series, many classic styles used these materials for first time. Legendary rock band Blondie is the protagonist of the event, the band is also a synonym for punk rock and New York City.
The new Ray-Ban series unveiled a new promotional campaign: Never Hide What You’re Are Made Of, revealing the extraordinary qualities of the brand. Five of these materials debuted in this celebration: leather, jeans, steel, titanium and velvet. The new series of glasses were designed for people who are willing to assertive personality, not tacky, bold and self-expression. The products are designed for the past, present and the future supporters of Ray-Ban to combine the traditional style and modern attitudes.
The event was named District1937, is to commemorate the long tradition of fashion district since the early 20th century. Here is not only the core area of clothing and textile design and production, but also is the place where early Ray-Ban produced special glasses for US Air Force in 1937.
Event guests appreciated the works of many modern artists, all these unique materials as design inspiration. Such as Mark Evans’ exquisite leather etched canvas, Anne Lilly’s dynamic steel sculpture and Denimu’s denim works and so on, they fully proved the creative using of these materials in popular culture.
The guests were also invited to the production studio, they fully played their creativity, and use leather, denim, steel, titanium and velvet material to create their District1937 works. In the studio, there are many artists to help guests to complete the creative process, including imprint artist of Brooklyn Kayrock Screenprinters, titanium jewelry designer Pat Daugherty and cowboy designer Darlene Hatchett.
The highlight on that night included Ray-Ban Remix Lounge, the guests received special customization service, they created a pair of custom sunglasses by themselves. There are eight Ray-Ban classic styles to choose, Wayfarer、Aviator、Clubmaste and Erika are included, the guests can display their own style by different lenses and frames. They can also marked their own stigmas in the legs of glasses and glasses boxes.
In the event exhibited a unique work which created by Ian Berry: the portrait of Debbie Harry who is the lead singer of Blondie Band, in order to express the respect to punk rock idol. In the 1970s and 1980s, Debbie and other members of the band were famous for their pioneering qualities of the unique timbre and fearless styles. Debbie Harry’s style is a perfect mix of high-end brands and street shops clothing. Such as locomotive leather jackets, denim jacket, and very feminine charm of tight-fitting leather and wind vanes of metal make-up and so on. Ray-Ban’s new series vividly demonstrated her idol style and New York cheap style.
Blondie did the exclusive performance on that night, the special performance guest was New York alternative rock duo Ms Mr. As a time-tasted pioneer band, Blondie brought an unforgettable night of music for audience, and their spirit is what Ray-Ban’s connotation is.