Ray-Ban carves a new path this November with its pop-up activation at SOLE DXB, the celebrated two-day festival that returns this November 20 & 21, 2015, offering up a refreshing dose of street culture cut with distinctive Middle Eastern flair.
Ray-Ban will celebrate #Campaign4Change – a global movement to rally people to share the change they want in the world – by hosting an immersive, interactive fun house. Set to trump last year’s wildly popular activation, the space this year will feature activities that have made their rounds at festivals around the world, including SXSW in Austin, Lollapalooza in Sao Paolo, and Cream fields in Malta: a ‘Speak the Truth’ confession booth where one can proudly confess their deepest secrets on a t-shirt and wear it for all to see, and a ‘Give Long Lasting Love a Chance’ tattoo parlor where one can profess their love with temporary tattoos. This will be the official closing event of the latest Ray-Ban campaign, showcasing the iconoclastic, authentic spirit that lies at the heart of the brand.
Ray-Ban will also have a retail pop-up at the space, where the brand’s most iconic styles take center stage with the ‘Havana Collection’, which pays tribute to four timeless shapes: the Ray-Ban Aviator, Shooter, Outdoors man and Caravan. There will also be hard-to-find editions to snap up such as the Leather Wayfarer, Club master Wood and Round Light ray Optical. Designed for those who want to celebrate their individuality, stand apart from the crowd and show what they’re made of, the latest collection fuses classic styles with a contemporary attitude for lovers of Ray-Ban yesterday, today and tomorrow.
Finally, Ray-Ban will be collaborating with one of hip hop’s finest exports, ‘The Narcicyst’ aka Yassin Alsalman, a musician, actor and multimedia artist, on an exclusive workshop and short film. He will be chatting ‘Power, People and Self Identification’ and showcasing the short that embodies the ethos of fashion, music and creativity. Watch out for the teaser that will drop on Ray-Ban social channels next month.