RE//VIEW Our World
Project Background
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RE//VIEW OUR WORLD is a bold and innovative campaign from Le Specs, designed to transform airport retail into an immersive, culturally rich experience. Responding to Gen Z and Millennial travellers’ growing desire for meaningful, purpose-driven moments, the campaign introduces a limited-edition eyewear collection that celebrates global creativity, sustainability, and connection.
Through artist collaborations, AR-powered storytelling, and sustainable design.
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The Gap: Redefining Travel Retail for Gen Z
Today’s airport retail spaces are often impersonal, lacking cultural relevance and emotional engagement. This creates an opportunity for Le Specs to lead the way—by delivering experiences that reflect Gen Z’s values of authenticity, sustainability, and self-expression.
With interactive pop-ups, storytelling-driven promotions, and accessible, innovative eyewear, RE//VIEW OUR WORLD redefines airport shopping as a journey of discovery, setting Le Specs apart from traditional retail brands.
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Why Now: The Gap in Travel Retail
Research shows Generation Z will represent 45% of global consumers in 2023 and beyond (Wang, 2021).
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Over 1 in 3 travellers avoid duty-free because they find nothing worth buying
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13% actively dislike the experience (Madden, 2021)
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Travel retail lags behind domestic markets (Pathak et al., 2024)
Despite Gen Z’s growing spending power, traditional travel retail fails to capture their imagination. Le Specs fills this gap, offering a sensory, story-rich space where travellers can engage with art, fashion, and culture in meaningful ways.
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The RE//FRAME Collection: Eyewear Inspired by Exploration
At the heart of the campaign is the RE//FRAME capsule collection, a limited-edition line crafted from sustainable materials and inspired by the spirit of movement—where retro nostalgia, futuristic design, and high-energy sports culture intersect. Each frame reflects a different facet of the travel experience creating a capsule of eyewear for a new generation of travellers.
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001 Chunky Aviator Shield – Drawing from the golden age of aviation, this design embodies the timeless sophistication of flight, capturing the spirit of exploration and adventure.
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002 Dynamic Wrap-Around sports Google – Inspired by the dynamic energy of extreme sports, its design channels the thrill of movement and the pursuit of freedom, perfect for those who are always on the go.
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003 FurturistIc Modular Frame– A nod to the boundless possibilities of space, this style redefines the future of eyewear, merging cutting-edge design with the infinite horizons of exploration and innovation.
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Making Retail Personal, Cultural, and Shareable
To bring the collection to life, Le Specs will launch interactive pop-ups in international airports, featuring artist-designed interactive installations, augmented reality, and creative promotions that invite travellers to explore and connect.
A standout feature, Postcards from the World, introduces artist-designed postcards capturing the essence of global cities. Travellers can mail these free of charge—unlocking exclusive offers via QR and creating a memorable, shareable experience that blends analog charm with digital storytelling.
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More Than a Campaign—A Cultural Movement
RE//VIEW OUR WORLD isn’t just about eyewear. It’s a movement celebrating grassroots creativity, cross-cultural dialogue, and sustainable self-expression. By partnering with local artists and prioritising meaningful storytelling, Le Specs invites travellers to see the world—and themselves—through a new lens.
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The Opportunity: Strengthening the Link Between Le Specs & Take 3 for the Sea
Le Specs’ long-standing partnership with Take 3 for the Sea has laid the groundwork for meaningful environmental impact. But this initiative goes beyond eco-friendly materials and donation models—transforming reclaimed ocean plastics and bio-textiles into The Link, a wearable symbol of artistic activism. Co-designed with grassroots artists from cities across the globe, The Link represents the intersection of sustainability, culture, and self-expression, redefining accessories as statements of identity and conscious travel.
Le Specs understands that real change starts from within. The “RE//VIEW Our Oceans” staff initiative transforms employees into brand advocates through immersive education, collaboration, and purpose-driven action. Reviewing traditional sales challenges in a value-based educational perspective to create a cultural shift. Through this collective approach, Le Specs ensures that sustainability is not only seen and worn, but also understood, lived, shared and celebrated!
Mood Board
RE//FRAME Capsule Collection
RE//FRAME 001, 002, 003​
​The RE//FRAME capsule collection merges sleek, minimalist designs with innovative materials with considered craftsmanship, redefining travel eyewear for a new generation. Designed for style-savvy, sustainability-driven explorers, these sunglasses incorporate recycled aluminum and titanium, recycled ocean plastics, and bio plastic from Nuatan®, offering a lightweight yet ultra-durable frame. Taking inspiration from retro aviation glasses, extreme sports, and a subtle futuristic aesthetic, RE//FRAME is crafted for those who seamlessly transition from city streets to their desired travel destinations. By bridging science and sustainable design, we create healthier material solutions for value-added products.
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Eyewear styles for this collection are designed with bold detailing and sustainable innovation, with trends such as modular embellishments, jellified textures, and colour-blocked bio-acetates enhancing classic silhouettes. Designers are embracing sustainability through recycled metals, bio-acetates, and repair or resell programs, while simultaneously pushing newness with smart UV & blue light protections, ergonomic designs considered designs for the Gen Z traveller. (Correa, 2024).
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Key Features
Glasses made with components from recycled aluminium, Bio acetate & Nuatan®. Nuatan incorporate a 100% bio-based, fully compostable thermoplastic designed to replace fossil fuel-based materials in durable goods (Nuatan, 2025). All designs are modular systems, allowing the customers to personalise their sunglasses with interchangeable frames, lenses, and temples to match any adventure.
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Recycled Metal Frames – Ethically sourced recycled aluminum minimises waste while ensuring long-lasting durability.
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Ergonomic, Lightweight Design – Optimised for all-day wear, from airport lounges to remote travel destinations.
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Gradient & Mirrored Lenses – Options include mirrored, tinted, and gradient lenses for versatile styling.
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Modular Arms & Customisation – Interchangeable temple pieces allow for personal style adaptation, particularly for cycling and water sports.
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Smart UV & Blue Light Protection – Engineered for digital nomads and frequent travellers exposed to screens.
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Bio-Based Lens Coatings to include: Anti-fog, UV400, photochromic, and polarized coatings with lower environmental impact.
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Capsule Collection Case
RE//FRAME Capsule Collection Case
A collaboration with Culture-Makers: Le Specs collaborates with artists who define their cities' creative landscapes, capturing each city's unique identity. Together, they co-create limited-edition glasses cases and cleaning cloths that not only personalise sunglasses but also celebrate sustainable practices.
Le Specs teams up with emerging artists from international travel destinations to design the bio plastic case and recycled plastic cleaning cloth for RE//FRAME capsule collection. The limited-edition glasses case and cleaning cloth are made from recycled &bio plastic, highlighting the brand's commitment to sustainability. Inspired by Jessie French’s algae-based curtain installation, the case features a bold, mix-and-match design crafted from durable, eco-friendly materials. Compact, sturdy, and functional, it reflects the creativity and craftsmanship at the heart of this exclusive collection.
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Travel Retail Strategy
Immersive, Sustainable, and Experiential
Le Specs is transforming the airport retail experience by blending art, sustainability, and digital engagement, appealing to Gen Z and Millennial travellers. The brand redefines duty-free shopping into an immersive journey that goes beyond just a product—it's a creative experience.
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The centerpiece is a circular installation by artist Jessie French, crafted from algae-based bioplastics, symbolizing the fragility of the oceans and reinforcing Le Specs’ commitment to sustainability. This art invites travellers to reflect on the environment while enjoying a captivating visual experience.
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In addition, Le Specs introduces the 'Postcards from the World' initiative, featuring artist-designed postcards inspired by cities around the world. Travellers can send these postcards for free, unlocking exclusive offers from Le Specs' RE/FRAME sustainable eyewear collection. This personal touch fosters meaningful connections and provides unique digital perks for both the sender and recipient.
Documentary films, photography, and behind-the-scenes content further engage customers, offering a deeper look into the artist’s work and cultural inspirations.
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By combining art, sustainability, and digital innovation, Le Specs’ immersive activations make airport shopping an interactive, memorable experience. This strategy guides customers from engagement to purchase while aligning with the brand’s values of culture, sustainability, and self-expression, setting Le Specs apart in travel retail.
POS Design
The mesmerising circular curtain installation by artist Jessie French, crafted from algae-based bioplastics, evokes the beauty and fragility of our oceans. Inside, an oversized recycled metal postbox is surrounded by postcards designed by emerging artists from around the world. Each postcard is a love letter to a city—capturing the essence of places like Mexico City, Tokyo, Melbourne, and New York. Accompanied by the artist’s reflections, these designs offer a glimpse into their world and their city, showing their creative process. Travellers celebrate stepping away from screens to write a heartfelt message to a loved one. In an age of fleeting digital exchanges, this simple act becomes a rare, tangible memory.
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Unique Experience
Augmented reality breathes life into each destination, revealing behind-the-scenes insights, digital city maps, and a virtual dive into marine ecosystems. Live cleanup impact stats and an interactive pledge to pick up three pieces of plastic connect travellers to Take 3 for the Sea’s global movement. With each postcard sent, exclusive perks on Le Specs' sustainable capsule collection are unlocked. This is more than a retail space—it’s a call to see the world differently, protect what matters, and become part of a global movement redefining adventure.
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Digital & Onmichannel
The Digital & Omnichannel Strategy ensures a seamless shopping experience that connects online and offline touchpoints, enhancing accessibility, personalization, and engagement. We will showcase the collection through digital marketing on social media, e-commerce sites, and brand platforms, featuring artist collaborations and exclusive content to build connection and exclusivity.
In-store activations, including airport pop-ups, will mirror the digital experience, enhancing engagement and reinforcing the brand’s sustainability focus. QR codes in stores and on packaging will unlock exclusive digital content, including AR experiences and behind-the-scenes stories.
Data-driven insights will personalize recommendations based on customer behavior, making exploration and purchase effortless. This strategy creates a cohesive shopping journey, ensuring that customers enjoy a unified brand experience, whether online, in-store, or at travel retail pop-ups. By bridging digital and physical retail, we deliver an immersive, accessible, and tailored journey for today’s digitally savvy audience.
Marketing Strategy
The marketing strategy for RE//VIEW Our World centers on creating meaningful, value-driven engagement through exclusive digital and physical experiences. Key touchpoints include a Gift with Purchase (GWP) program featuring artist-designed Keyrings, a staff incentive initiative tied to sustainability goals, and an interactive “Postcards from the World” activation offering limited-edition postcards with digital perks. Social media storytelling, QR code access to behind-the-scenes content, and strategic influencer collaborations enhance reach and authenticity—bridging travel, culture, and conscious consumption to deepen brand loyalty and drive purchase.
Gift with Purchase
Staff Incentive
In store Marketing
Our Clients
