Ray-Ban Meta smartglasses have taken the fashion world by storm with their chic design, closely resembling some of EssilorLuxottica’s top-selling sunglasses. But there’s more than meets the eye — these sleek frames come packed with discreetly integrated cameras, speakers, a battery, and AI technology powered by a minuscule Qualcomm Snapdragon AR1 Gen1 processor. With a new pop-up store launching in Los Angeles today, Meta is taking a leap into testing the waters of wider user adoption.
Dubbed “experiential retail” by Meta, the LA pop-up store draws inspiration from the Meta Lab at Connect 2024 back in October. This event offered attendees the chance to try on Ray-Ban Meta smartglasses, capture their own photos and videos, and even purchase a customized pair on the spot for $300.
The main idea behind this first public pop-up in LA is to spur word-of-mouth marketing. Creative Director Matt Jacobson envisions users becoming the brand’s “best salesperson ever,” spreading the word among their circles.
Outside the flagship pop-up, visitors are welcomed by a gigantic pair of Ray-Ban Meta glasses featuring the glasses’ LED privacy light. This particular installation will remain open until December 31st, but it’s just the beginning. Next up on the tour is a stop in Phoenix, Arizona come January. This future store is described by the company as a “real shop-in-shop,” though its exact location remains under wraps.
The Meta Lab pop-up is doing more than merely showcasing the smartglasses. Scheduled activities range from a stand-up comedy show by Desi Banks to a live podcast with Madeline Argy, a ‘paint and sip’ night hosted by Tinashe, a specialized workshop with Director Drex Lee focused on Ray-Ban Meta, and a cooking class with Cassie Yeung.
Meta aims to share valuable insights gained from these pop-up stores with EssilorLuxottica, which boasts a massive network of over 17,000 stores globally, as well as with third-party partners. In September, Meta announced a deal to extend its collaboration with the eyewear giant until 2030, cementing a long-term partnership.
While the pop-ups in LA and Phoenix might be temporary, they could serve as a catalyst for more such ventures. Jacobson expresses the potential of these setups, saying, “We can’t scale a hundred of these, but we can build a few of them at locations around the country, and then fill in if we decide we want to do more first-party retail. This is aspirational, inspirational. They’re not easily scalable in terms of what they look like, but in terms of experience, they are.”
For those in the LA area, the Meta Lab pop-up is located at 8600 Melrose Avenue, operating from 10:00 am to 7:00 pm PT daily, starting November 8th through December 31st. Special holiday hours are set from 10:00 am to 3:00 pm on Black Friday and Christmas Eve, while the location will be closed on Thanksgiving, December 3rd, and Christmas Day.
