The Luxottica eyewear group has unveiled its latest collaboration with DFS – an exclusive pre-launch of the Linea Rossa sunglasses – at its Downtown T Galleria Hong Kong and Macau stores until December.

Luxottica and DFS have partnered to create an integrated marketing campaign to support the launch, featuring exposure through prominent lightboxes in the malls and activities across DFS’ website and social media profiles, such as Facebook, Instagram, and the Chinese-focused Weibo.

Instore, consumers will receive a Prada Linea Rossa-branded travel pillow as a gift with every purchase of the latest Prada Linea Rossa sunglasses.

“DFS is a valued partner to Luxottica in travel retail and it has been fantastic to collaborate on this exclusive preview campaign for the new Prada Linea Rossa sunglasses and drive our collective efforts to further connect with travelers in the region,” says Enrico Destro, Global Travel Retail Director at Luxottica.

TARGETING ‘DISCERNING’ ASIA PACIFIC CUSTOMERS

“Downtown shoppers are motivated by product differentiation, exclusivity and great value, and we are proud to tie this offering together with a striking omnichannel campaign that is set to inspire discerning Asia Pacific shoppers over the Christmas and Chinese New Year gifting period.”

Prada Linea Rossa pop-up at DFS’ Four Seasons Galleria in Macau.

Ariel Gentzbourger, Executive Vice President Merchandising DFS Group, adds: “Lifestyle is the largest segment within the sunglasses category globally and we are thrilled to partner with Luxottica Group to give our discerning traveling customer early access.

“The DFS exclusive Prada Linea Rossa sunglasses underlines our commitment to deliver exceptional and unique products to our shoppers.”

The new Prada Linea Rossa sunglasses (Model No. 0PS 51VS) feature curved lenses in red and black with a multi-layer coating that are built into a double bridge silhouette that is available in rubber or matte finish metal edges.

The nylon fiber temples are branded with the Prada red stripe logo, and end with soft touch rubber grips.

The new Prada Linea Rossa sunglasses (Model No. 0PS 51VS).