American Marketer

Events / Causes

Ron Arad showcases eyewear collection via private event, site

June 12, 2012


Architecture and interior designer Ron Arad is marketing his first eyewear collection at a private event in London and from a new Web site.

The invitation-only event June 13 will be held at Mr. Arad’s design studio in London to preview the “pq” collection. The label is also raising awareness for the story behind the optical frames and sunglasses via an informational Web site at

“Ron Arad is a distinguished designer and having direct access to him at an event where one can hear firsthand his vision of the design, the design process and the materials is a privilege,” said Garen Moreno, Los Angeles-based partner at CuldeSac.

“The scale and focus of an event, public or private, really depends on the specific objectives for each project,” he asid. "Generally speaking, events in the luxury sector tend to be relatively exclusive.

“Public events tend to be related to sponsorship opportunities.”

Mr. Moreno is not affiliated with pq Eyewear, but agreed to comment as an industry expert.

Pq Eyewear could not comment before press deadline.

What an eyeful
Mr. Arad will introduce select press and attendees to his first eyewear collection called pq Eyewear at his design studio in London. The label invited guests via email.

The designer will present the two lines of the pq Eyewear collection called A-Frame and Corbs named for stations on the London Underground.

The A-Frame line consists of optical frames and sunglasses that feature an A-shaped wire structure.

Stratford optical frames

The A shape in the bridge of the frames can be adjusted to move the lenses closer or further apart. The glasses also close on their own when taken off with invisible spring hinges.

Guests will also view the Corbs line, which is a sunglasses line inspired by the vertebrae in animals.

Waterloo sunglasses

The three variations in this line include a bi-injected pair with a hard nylon exterior and soft rubber interior, a special-edition acetate frame sculpted from a laminated block and a nylon version.

Meanwhile, the label is raising awareness for the concept behind the eyewear collection via a new Web site at

The homepage says, “There are very few new ideas in the world of glasses, so we designed pq to do something new.” The background shows a slideshow of images of frames from both lines.

The site is split into five sections including About, A-Frame, Corbs, The Case and Ron Arad.

The A-Frame and Corbs sections show the innovations of the frames and an image gallery of the collection. The Case shows the packaging of the glasses.

A-Frame image gallery

“In addition to the design and materials, the story behind the product is what distinguishes it from other brands,” Mr. Moreno said.

“That is consistent for many luxury brands and exclusive encounters with designers and the creative engines behind the products can really add value to the experience behind a launch,” he said.

Out for the evening
Many luxury brands choose to target press and ultra-affluent consumers at exclusive events.

For example, Italian label Salvatore Ferragamo is distinguishing itself from competitors by being the first brand to tap the Louvre museum in Paris to show its 2013 resort collection, also giving consumers a look inside with a live-stream on its Web site (see story).

In addition, Swiss watchmaker Breguet will debut a vintage timepiece collection June 14 onboard New York’s Intrepid Air, Sea and Space Museum. The brand is trying to compare innovations in watchmaking to those in high-risk sports (see story).

Labels that choose digital components to market invitation-only events will likely reach more consumers, but might dilute the brand by eliminating the exclusivity factor (see story).

Since the pq Eyewear site shows mainly the design concept of the collection to the public, it will probably help the label reach luxury consumers that appreciate these qualities.

“The video on the Web site helps connect the creation of the sunglasses as an extension of artwork versus a utility for seeing better,” said David Schoenecker, principal at Koda, Phoenix. “It is a great position to take when approaching the luxury market.

"The eyewear is sure to capture those looking for something truly unique and the brand position should demand a price premium for the product," he said. "Launching a product that is less viable for the masses may be a great way to build a tribe for the brand in its early stages, differentiating itself against others.

"It will also set the table for a more diverse product offering with broader appeal down the road."

Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York