Strategic Direction 2
Wish You Were Here
"Wish You Were Here" is a time-travel adventure that takes customers back to the 1970s through a modern lens of cities in the past. Each pair of sunglasses draws inspiration from the signature cultural elements of the 70s, capturing the essence of local fashion, legendary artists, and vibrant cultural movements from these destinations. Alongside each pair, customers receive a retro-style postcard inspired by the city, designed to be either physically mailed from the store or shared digitally through a QR code. This dual physical-digital touchpoint reinforces the joy of memory-making and connection that characterised travel in the pre-digital age. By scanning the QR code, customers unlock an Augmented Reality (AR) experience, which brings the city to life through 360° view, and the ability to share their experience on social media. This fusion of classic souvenirs and modern technology resonates with Gen Z’s love for nostalgia and digital interaction.
​​
As mentioned in the previous part, over half of the participants expressed a willingness to purchase sunglasses inspired by 1970s fashion, while nearly 55% indicated they would be more likely to buy the sunglasses if the design reflected the city they were in or traveling to. Focus group participants confirmed this sentiment, stating they are “more likely to buy something at the airport if it feels collectible or meaningful.” This concept leverages both insights by fusing storytelling, cultural education, and technology to make Le Specs’ collection not just eyewear, but a journey through time.
​ABOUT PRODUCT:​
1. Design Approach:
The design direction for this sunglasses collection centers on celebrating the 1970s in iconic cities, capturing their unique spirit, aesthetics, and vibrant energy. By blending bold retro silhouettes with colors, textures, and moods inspired by each destination, the collection evokes a sense of place and time. The campaign leverages nostalgia as a sensory tool, using evocative storytelling to immerse customers in a travel fantasy that transports them to the heart of each city’s golden era. This fusion of vintage allure and destination-specific details creates a collection that is both timeless and evocative.
​
2. Project Scope and Delivery:
-
The "Wish You Were Here" collection will feature a total of 9 unique sunglasses designs.
-
Four iconic cities have been carefully selected to represent diverse cultures and aesthetics.
-
Two to three original sunglasses will be designed for each selected city, each pair reflecting cultural, or stylistic elements inspired by that city.
​
3. Research and Inspiration:
Our survey results reveal that 47% of respondents prefer products that involve cultural and artistic collaborations. Therefore, the cities that were chosen to be the main inspiration to inspire this collection are Paris, Ho Chi Minh City, Hong Kong, and New York City. These four cities embody a distinct and recognizable style from the 70s era, ensuring both popularity and clear differentiation. Perfect to serve the initial intention of evoking a sense of place and time distinctly for each city.
​
​
​
​
​
​
​​​​​​​​​​
​
​​
Based on our focus group feedback, most participants prefer glasses with simple designs and carefully consider how frames suit their face shape. However, they’re also drawn to the vibrant, authentic aesthetic of the 70s. To balance these preferences, we’ll select styles that were popular and wildly used in each city during the 1970s-ensuring they remain culturally expressive and impactful. The collection will be thoughtfully curated: about one quarter (2 out of 9 styles) will feature bold, statement-making designs (which will be called as Collection Highlights), while the remaining styles will be more casual and versatile, appealing to a wide range of customers while still capturing the spirit of the era. ​​​​
THEMES & STYLES:
PARIS
BOHO CHIC
“Boho Chic,” has deep roots in Paris. In the 1970s, Paris became a global center for this aesthetic, which emphasised individuality, creative freedom, and a rejection of conventional norms. ​The fashion was characterized by relaxed, flowing silhouettes and natural, earthy tones. This influence can be reflected in the sunglasses through softly rounded or thin frames with subtle details.
​
DESIGN #1:
Shape & Frame: Oval frame with a slightly oversized silhouette with smooth, rounded edges.
Details & Accents: Integrated bezel-style embellishments inspired by organic gemstone settings. Temple features raised, irregular metallic frames inset with simulated stones in assorted earthy hues, mimicking handcrafted jewelry.
Color: Ivory white base with subtle gold-toned accents in the embellishments.
​
DESIGN #2:
Shape & Frame: Slim oval lenses with a minimalist, lightweight metal frame
Details & Accents: Gold-tone metal bridge and rims, engraved branding on temples, adjustable nose pads
Color: The frame is finished in a polished gold tone, warm amber-tinted lenses. The temples feature a classic tortoiseshell pattern in rich brown and honey hues.
NEW YORK
DISCO DIVA
New York City was synonymous with the disco movement of the 1970s, a cultural phenomenon that celebrated exuberance, nightlife, and self-expression. ​The style was all about boldness, glamour, and the freedom to stand out, reflecting the city’s role as a leader in music, fashion, and social change. This influence can be captured in the collection through striking, oversized frames, high-shine finishes, and playful, attention-grabbing details.
​
DESIGN #6:
Shape & Frame: Bold, oversized square shape with angular edges, thick frame
Details & Accents: Frame is embellished with evenly spaced, sparkling crystal-like studs along the entire front edge. The lenses are lightly tinted for a chic, gradient effect.
Color: Blush, soft pink tint adds a touch of femininity and vintage-inspired charm.
​
DESIGN #7:
Shape & Frame: Bold, oversized round shape with angular edges, thick frame
Details & Accents: Clean, seamless design with no visible embellishments
Color: Added graphic patterns, warm, brown-tinted lenses.
GLAMOUROUS URBAN
During the 1970s, the rise of local manufacturing and international trade helped solidify Hong Kong’s reputation as a trendsetting city, and its glamorous style became a symbol of modernity and aspiration throughout Asia. ​​The city’s “glamorous urban” look was defined by boldness, sophistication, and a fast-paced urban lifestyle. This spirit can be reflected through contemporary shapes, glossy finishes, and statement details.
​​
DESIGN #3:
Shape & Frame: Bold square shape with oversized, angular frames for a dramatic silhouette
Details & Accents: Faceted crystal embellishment at the temples, adding a touch of glamour, wide arms width
Color: Glossy black frame with matching dark lenses
​
DESIGN #4:
Shape & Frame: Timeless aviator shape, and large, teardrop-shaped lenses
Details & Accents: Clean, seamless design with no visible embellishments
Color: Neutral hues – Nude, brownish frame and lens
​
DESIGN #5:
Shape & Frame: Slim, oval-shaped lens design with a sleek, semi-rimless metal frame, the frame is lightweight and delicately contoured
Details & Accents: Geometric cutout patterns along the temples and gently curved temple tips ensure a secure and comfortable fit
Color: Finished in a polished gold tone, gradient brown lenses. Harmonious color palette
HONG KONG
RETRO CASUAL
Ho Chi Minh City in the 1970s reflected a blend of local tradition and global influences, contributing to a “retro casual” style. Retro casual became popular for its approachable, everyday appeal, resonating with a generation seeking authenticity and ease in their fashion choices. ​This look was shaped by practicality, comfort, and youthful energy, as the city underwent rapid modernization and social change. For the collection, this spirit translates into sunglasses with simple, versatile shapes and subtle vintage touches, capturing the effortless, cool, modernized style that defined Ho Chi Minh City’s street style in the 70s.
​
DESIGN #8:
Shape & Frame: Sleek, Narrow Cat-Eye Silhouette
Details & Accents: Gold-Tone Hardware & Knot Detail in the temples (arms)
Color: Earthy, amber, and tortoiseshell tones incorporate with contemporary hues blush, nude, and pastel shades
​
DESIGN #9:
Shape & Frame: Sporty wraparound oval shape with a thick, sculpted frame
Details & Accents: Gold or metal geometric hinge accent, thin temples (arms)
Color: Glossy burnt orange, complemented by dark brown lenses
HO CHI MINH CITY
TARGET CUSTOMER
This collection is designed for adventure-seeking Gen Z consumers who are nostalgic for an era they never lived through. Although they did not directly experience these decades, Gen Z is widely recognised for reviving retro aesthetics and embracing vintage styles as a form of creative and personal identity (C2 Fashion Studio 2025). They value aesthetic self-expression, are drawn to vintage style, and seek authentic experiences and stories behind the products they purchase.
“Wish You Were Here” collection resonates with this demographic through its fusion of cultural storytelling and visual throwbacks to the golden age of travel. As Philipkoski (2024) suggests, today’s youth are seeking products that offer authenticity, a connection to the past, and a glimpse into the future. This campaign fulfils those desires by allowing Gen Z to explore iconic global cities through retro-inspired sunglasses, collectible postcards, and immersive AR technology that extends the experience beyond the product itself.
POS/ IN-STORE MARKETING
-
In-store Concept: Retro Travel Lounge
Thematic Space Design and Product Display Strategy:
The point-of-sale experience is transformed into a nostalgic “Retro Travel Lounge,” styled after a 1970s airport departure lounge. Decor elements such as velvet rope dividers, rotating globe displays, retro airline-style signage, and reproduction 70s travel posters contribute to an atmospheric space that engages customers on a sensory and emotional level. This environment invites customers to time-travel while shopping, reinforcing the campaign’s retro city-travel narrative.
​
Key to the display are rotating postcard racks, where sunglasses are grouped and displayed by city theme. This approach encourages exploration and discovery, positioning the eyewear as not just fashion accessories but as souvenirs from a retro-inspired journey.
​
This curated storytelling format connects the product to place, emphasising collectibility and travel nostalgia. In the focus groups, participants expressed enthusiasm for this kind of immersive environment, calling it “fun”, “aesthetic,” and “something I’d post on Instagram.”
​
Staff Interaction:
Retail staff wear vintage-inspired flight attendant uniforms, enhancing the immersive atmosphere. They engage shoppers as “travel agents” or “flight crew”, guiding them through the destinations and stories behind each eyewear piece. This elevates customer service into character-driven interaction, deepening emotional engagement.
2. Interactive Engagement: “Send Your Postcard” Booth with AR Integration
In addition to atmospheric storytelling, the POS experience incorporates a highly interactive component: the “Send Your Postcard” Booth, which blends analogue rituals with digital technology. Designed to resemble a retro 1970s post office, the booth allows customers to take a vintage-style photo via a branded photo booth. The resulting Polaroid-style image can be attached to a city-themed Le Specs postcard, which shoppers are invited to personalise with a short message.
​
Customers can then choose one of two ways to share their experience:
-
Physically mail the postcard via an in-store mailing station, reviving the sentimental, slow-travel tradition of sharing travel memories of the 1970s.
-
Or send a digital version by scanning a unique QR code on the postcard. This generates a sharable, branded image and message on social media, encouraging use of the campaign hashtag #WishYouWereHerewithLeSpecs. Participation can also enter customers into giveaways or reward schemes.
To enhance this experience and extend engagement post-purchase, each postcard features an embedded QR code that activates an AR postcards or scene. When scanned via smartphone, users can unlock:
-
360° immersive view of the city as it looked in the 1970s, allowing them to explore iconic street scenes, landmarks, and cultural moments
-
Shareable AR digital versions of their personalised postcard
-
A city-themed music playlist featuring popular songs from that destination in the 70s
Customer Insights:
The interactive component’s effectiveness is underpinned by consumer insights gathered from a focus group and survey. Focus group participants described the concept as “fun” and “worth keeping”, particularly when it offered multisensory elements. Several participants mentioned that they would be “excited to scan a postcard and get a playlist”, noting that the music added a feeling of immersion and mood. The term “interesting, unique, and fresh” was used repeatedly in response to the AR concept when combined with visual, sound, and interactive features. Additionally, survey results revealed that 64% of respondents expressed interest in taking vintage-style Polaroid photos, while 45% of participants were intrigued by the idea of writing and mailing a physical postcard.
