New York -- Sunglass Hut has debuted a new retail brand, Shaded, in the form of a freestanding, open-air kiosk. Targeted at Millenials, the format puts an emphasis on interactivity, with a built-it photo booth that allows for on-the-spot photo taking and photo sharing. (See photos here.)
Developed and designed by IDL Worldwide, Pittsburgh, the kiosk has an American industrial-vintage inspired look with reclaimed wood, metal beams and wired glass. The kiosk is designed with sp-special bi-fold doors that close and lock, protecting the merchandise at night.
To date, Shaded has opened freestanding locations at Polaris Fashion Place in Columbus, Ohio, and the Mall at Tuttle Crossing, Dublin, Ohio, along with a location in Macy’s, at Queens Center, New York City, and the Sunglass Hut Store, at Easton Town Center, Columbus, Ohio.
The Shaded brand has plans to expand the new concept and brand footprint with potentially 10 more retail locations this year, including eight in-store locations in Sunglass Hut.