What happens when two global vision pioneers come together? The vision industry is empowered to see things in a whole new way. From a whole new perspective. Through a whole new lens.
Czarnowski Collective set out to completely re-imagine Essilor Luxottica’s “return to live” exhibit experience in a way that was unlike anything else on the show floor. Our guiding light was to create expressive, brand moments experienced through immersive storytelling environments – both digital and in-person.
Not only did Vision East serve as the first opportunity to reconnect live with ECPs after a year of virtual-only events, but it would also be the first opportunity for the two companies to show up as a unified global leader in the vision industry.
As unique as each of the 42 brands represented may be individually, collectively their point of view is a bold, powerful and expressive experience. With an output of empowering ECPs with innovations to meet the needs of their practices, patients, and beyond.
Upon approach, the brand aesthetic strikes a balance between design and technology reflective of the combined superpower and unmatched product portfolio. Crisp, white, and gray color-washed walls envelop a colorful, expressive, multi-media immersion – that draws the eye in.
At the heart of the shared experience, ECPs are surrounded by 3 – 10’x20’ LED canvases showcasing dynamic video content choreographed across all 3 screens.
The immersive LED canvases provide the storytelling platform for launching innovative thought leadership sessions and big brand moments every hour, on the hour played back in the exhibit as well as the complementary microsite – designed to marry the “on-premise” and “virtual” ECP experiences
Filmed at life scale, pre-recorded speakers are at eye-level with the audience to highlight hero brand moments as they are viewed through the lens of design and technology. Each session was unique that brand with a nod to vision, style, business partnership and growth.
Exterior walls showcased brand messaging with a blend of graphics, LED screens and staff iPads. The iPads provided an opportunity for lead capture deeper conversations about Products and Integrated Solutions throughout the exhibit.
Reinforcing health and safety confidence, we limited touch surface exposure by outfitting each staffer with an iPad loaded with all sales materials. The wall monitors had the ability to mirror iPad content controlled by the staffer.
Traffic flow was managed with timed, curated theater programming and appropriately distanced environmental seating with regular sanitization of surfaces.
