This new concept store for Sunglass Hut is designed to emphasise merchandise while attracting the customer to closely exam products. Illuminationworks worked closely with luxury sunglass brand Luxotica and Campaign to design a space that entices millennials with face-shape matching and selfie spots. Linear lines of light guide one into the shop. An interactive LED 'bling wall' creates a dynamic environment while shopping. The kinetic display is pre-programmed with various effects such a 'rain' and 'travel' to enliven the overall atmosphere of the subdued, matte black interior.