Meta Ray-Ban
Retail Launch
A hands-on experience bringing
Meta and T-Mobile’s connected future to life.
Introduction
To support the nationwide launch of Ray-Ban Meta Gen 2 smart glasses, T-Mobile needed to drive retail innovation beyond traditional shelf displays. The challenge was to educate consumers on complex wearable technology through a hands-on experience that matched the product’s premium aesthetic. We had to design a scalable brand activation that could adapt to diverse store layouts while maintaining a high-style, immersive environment.
NRG engineered three modular display formats. The Bento Box, the Corner Unit, and the Lounge Experience, all designed to deliver interactive demos across 14 key retail locations. These custom-built environments allowed guests to test cutting-edge features like hands-free capture and real-time audio translation in a tech-meets-fashion setting. By managing everything from rapid prototyping to final installation, we ensured a seamless, high-fidelity rollout that prioritized intuitive audience engagement.
The impact was a successful multi-market retail activation that drove deep product interaction and national brand visibility. By tailoring the immersive technology to fit specific store footprints, we maximized dwell time and empowered customers to explore the future of smart eyewear at their own pace. This strategic execution reinforced T-Mobile as a destination for innovation and proved that premium storytelling is the key to successful product adoption.
What We Did
Attract. Engage. Convert.
To support the nationwide launch of the second-generation Ray-Ban Meta smart glasses, T-Mobile wanted more than a standard retail rollout.
The goal? Build excitement, drive education, and immerse customers in the product’s futuristic features in a way that felt as sleek as the glasses themselves.
NRG delivered with a multi-market activation across 14 T-Mobile stores, rolling out three custom-built display formats, designed to stand out and attract attention. Each tailored to fit different store sizes, layouts, and engagement goals.
At the heart of each was a intuitive, interactive experience designed to engage and showcase the smart glasses’ signature capabilities, from hands-free photo capture to real-time visual and audio translation.
The Bento Box Insert was designed for compact flexibility. Clean, modern, and modular, this countertop display offered a quick-hit demo opportunity, with simple tap-to-try prompts and integrated content playback.
The Corner Unit transformed underutilized space into a branded storytelling zone. With dynamic visuals, interactive prompts, and contextual signage, it gave guests the freedom to explore features at their own pace.
The Lounge Experience offered the most immersive format. A full-scale environment complete with custom seating, lifestyle backdrops, and side-by-side demos. Guests could test out visual cube prompts, try audio translation features, and see the visual translation overlay in action, all while relaxing in a stylized, tech-meets-fashion space.
Each build was deployed in one of three major markets, giving the program national visibility while tailoring the experience to local store needs. From rapid prototyping to final install, NRG handled creative, production, and logistics end-to-end.
“NRG provided a creative, thoughtful and smart solution to a multi-faceted challenge
…did we mention it was beautiful?”Â
The Detail
- Three unique display design formats deployed across 14 stores
- Live in three key U.S. markets – Las Vegas, Seattle, and New York
- Audio and visual translation demos drove deeper product interaction
- Turnkey fabrication, shipping, and installation support across all locations
The Impact
- Â 270,644 total impressions over all installations
- 14,365 engagements throughout the installation
- 3,578 repeat engagements
- 590 minutes average total dwell time for each installation
- 200% sales lift across all stores
