Case Study
Lens Skin. Aviator Curve
A sculptural reception counter for Ray-Ban that turns a point of sale into a powerful brand moment.
— THE OPPORTUNITY
A brand moment beyond the logo.
Ray-Ban Rotterdam is a next-generation store where every surface is an opportunity to express the brand's identity. The reception counter needed to do more than serve a function - it had to spark attention, invite interaction, and make a lasting impression.
— DESIGN INTENT
The same attitude. A new form.
Our idea was to translate Ray-Ban's iconic identity into a physical installation. The fluid, lens-inspired form and bold red palette capture the brand's energy and attitude, creating a counter that feels distinctive, modern and instantly recognisable.
Iconic Ray-Ban language
Bold, expressive form
A counter that feels alive
A memorable in-store experience
— THE SIGNATURE FEATURE
A sculptural counter with a lens-inspired form.
The flowing, layered structure reimagines the curves of a lens in a bold, architectural way. The transparent red material, rhythmic layers and seamless finish create a striking centrepiece that embodies the brand's craftsmanship and innovation.
Lens-inspired curved form
Layered, translucent structure
Bold red signature colour
Striking from every angle
— THE SYSTEM
Every detail works together.
From the overall form to the layered materiality, every element is designed as a cohesive system -structure, proportion, lighting and functionality working in harmony to elevate the in-store experience.
“Why should a reception counter be ordinary? I wanted to turn an everyday function into an extraordinary brand expression.”
Vicky Ong
Founder, By Vicky Ong
— INTENDED IMPACT
A space that people remember.
The lens-curve counter transforms a functional point of sale into a branded destination. It draws people in, sparks conversations and strengthens Ray-Ban's presence in a high-traffic retail environment.
Make your brand impossible to ignore.
Let's create a space that makes people stop, step in, and remember your brand.