Skip to content
Local Weather Updates — outdoor-living — Fashion-and-beauty — Spin to Win

Ray-Ban House Redefines Retail with a Social Hub in SoHo

Step into a space where shopping feels like home. Ray-Ban's bold new concept merges heritage with hospitality, inviting you to stay longer and connect deeper.

,   and  ASMedia
1 min read
The image shows the inside of a store filled with lots of different types of cosmetics, including...
The image shows the inside of a store filled with lots of different types of cosmetics, including bottles, boxes, and other objects arranged in racks. There are also screens on the walls, an air conditioner, lights on the ceiling, and glass doors. Through the glass doors, we can see a person, a car, and a building, suggesting that this store is part of a global beauty brand that has recently opened in Dubai.

Ray-Ban House Redefines Retail with a Social Hub in SoHo

Ray-Ban has launched an innovative concept store in New York’s SoHo district. Named Ray-Ban House, the two-story space blends shopping, dining, and social experiences under one roof. The brand describes it as an 'urban home' rather than just a retail outlet. The 2,400-square-foot town house combines retail with hospitality, encouraging visitors to linger. Outdoor patio seating and flexible layouts create a relaxed environment, making it a destination people can revisit naturally. Upstairs, a discreet VIP room lets customers design one-of-a-kind Wayfarer Puffer Diamond sunglasses, choosing gemstones and frame finishes.

The store also features a food and drink programme led by Pasquale Cozzolino. Beyond shopping, Ray-Ban House hosted a live performance by Oscar and the Wolf during the 2026 Met Gala after-party, drawing guests like Jennie, Ella Emhoff, and Ellen von Unwerth. Luigi Ocone, senior vice president of Ray-Ban and Oakley retail, called the space an evolution of the brand’s strategy. It focuses on merging heritage with technology, ensuring new products feel integrated rather than isolated. The concept isn’t a one-off but a platform to explore how Ray-Ban can engage physically, socially, and culturally in different markets.

Ray-Ban House offers more than just eyewear—it provides private appointments, customisation, and social events. The store’s design and programming aim to deepen customer connections while testing new retail ideas. This approach reflects the brand’s push to blend tradition with modern innovation.

Related

Latest