Creating cool luxury for the high street
Luxottica, the world’s largest eyewear company, acquired the Sunglass Hut retail network in 2000, seeking to reposition it as a high-end purveyor of fashion sunglasses. With a new identity courtesy of Wolff Olins, Grain was invited to develop a striking visual language for retail stores, communications and advertising.
The language we created builds on the new identity, specifically the new logotype and ‘silver sun’ symbol. Having defined a colour palette of white and light grey (complemented by ‘focus colours’ for each season), we developed brand guidelines encompassing in-store branding, photographic art direction and written tone of voice. Working with architects and shop-fitters on the retail branding, we emphasised a ‘balance of voices’ between the Sunglass Hut brand and featured labels such as Prada, Burberry, Oakley and Persol.
With over 2,000 stores in 20 countries, Sunglass Hut continues to expand. With each new store designed according to Grain’s principles, it’s further proof that design can foster genuine growth. Following the implementation of our design programme, Luxottica reported record group sales driven by strong performance in its premium and luxury brand ranges.
“Grain’s creativity, combined with their deep knowledge and understanding of the world of fashion and accessories, was instrumental. It helped shift the Sunglass Hut brand from being well-known but somewhat stuck in the past, to becoming an icon of the high street.”
– Stefano Ferro, Project Coordinator