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Sunglass Hut, part of the Luxottica Group SpA of companies, marked the start of the summer season by launching Australia’s first floating pop-up store, at three different locations on Sydney Harbour from 17 November. 

Globally, it marked the first floating pop-up location for Sunglass Hut, which have over 200 stores in Australia and New Zealand and over 2000 worldwide. 
Visitors to the store could take in the views while shopping the worldwide range of Sunglass Hut best-sellers and an exclusive 150 piece collection of-never-seen-before sunglasses, that will not be available for purchase anywhere else in the world until February 2012.
Sunglass Hut put together a three-day pop-up package that incorporated a number of elements to provide an amplified brand experience. 
 

The floating store was designed around the Sunglass Hut circle logo, incorporated a DJ booth and featured a transparent fit-out to capture the beautiful Sydney Harbour surrounds. 
“Retail is no longer just about four walls and a door and you cannot go past Sydney Harbour for an outdoor store – you would be hard pressed to find a better setting for selling sunglasses in the sun,” Chris Beer, CEO, Luxottica, Asia Pacific, said. The launch of the store was marked by an exclusive event on 17 November at Campbell’s Cove, Circular Quay, inviting VIPs from around the world.   

At Luxottica, we believe that people around the world are hungry for innovative retail concepts that intensify emotions and enhance their purchasing experience. With the first floating store located at Sydney Harbour, Sunglass Hut set the tone, attracting shoppers that were inspired by the natural scenery while shopping the best eyewear selection of world-known fashion brands,” Fabio d’Angelantonio, executive vice president sun & luxury retail and 
chief marketing officer at Luxottica globally, said. “We also took this incredible opportunity to show off Sydney to our staff from around the world and ran a competition across the globe to select some of our top performers to be flown in and run the store,” Mr d’Angelantonio said.
 

The Sunglass Hut floating store was open to the public for three days – 18, 19 and 20 November.
Ten per cent of all sales from the floating store will be donated to Luxottica’s OneSight Foundation, a program dedicated to improving vision through outreach, research and education.