Shades on, volume up. In celebration of the summer solstice on June 21, RAY-BAN hosted SUN-DAY, an inaugural global music event series highlighting the power and beauty of the sun along with the brand’s latest eyewear collections from EssilorLuxottica. A homage to the most powerful star staking claim to the longest day of the year, Ray-Ban SUN-DAY captured the essence of this momentous occasion with four immersive music experiences across the globe. Synchronized with sunsets in four cities across the world, the concert series featured four musical performances kicking off in Tel Aviv followed by Paris and London, concluding with a finale party in New York City. These vibrant cities provided the perfect backdrop for party guests to chase the sun around the globe and dance through the longest day of the year wearing Ray-Ban sunglasses.
With music being central to the brand’s DNA, each Ray-Ban SUN-DAY celebration featured a notable lineup of musicians delivering a fusion of genres and styles. From emerging artists to headlining acclaimed acts, the stages came alive with performances that embodied the spirit of summer, setting the stage for a joyous sensory celebration of music and the summer sun. The latest Ray-Ban sunwear styles were readily available for guests to experience the parties with clarity and style.
“Creating a one-of-a-kind global concert experience such as SUN-DAY is exactly what Ray-Ban stands for: being ever present in culturally significant moments that continuously generates brand love from consumers everywhere,” says Sherianne James, CMO and SVP, Professional Services Marketing, EssilorLuxottica North America. “Hosting this music event on the longest day of the year connects Ray-Ban even more as the sunglass brand everyone thinks of and provided a natural lead up to National Sunglasses Day, and sunglasses being as much of a need for eye protection as they are a fashion statement. As much as Ray-Ban’s iconicity is to pop culture, we do this with eyecare professionals in mind to drive consumer demand and traffic to their opticals to purchase the latest styles and innovations from Ray-Ban.”
20/20 joined the NYC celebration on the rooftop of The William Vale Hotel in Williamsburg, Brooklyn. Guests were treated to performances from The Knocks, Channel Tres, Baby Tate and Mazurbate, as well as brand activation stations promoting SUN-DAY festivities with T-shirts, hats and temporary tattoos. “Our inaugural Ray-Ban SUN-DAY music event celebrated the longest day of the year with immersive experiences in music and self-expression. Guests put their shades on with the brand’s latest favorites: Ray-Ban Reverse, Mega Clubmaster and Mega Wayfarer Icons, and our Summer collection in bright and translucent colors,” says Dan Alder, VP of Marketing, Ray-Ban, EssilorLuxottica North America. “Our musical acts turned the volume up on guests dancing on the rooftop as the sun set on the magnificent New York City skyline. There was no better way to ring in summer and share the love for Ray-Ban with more than 340 guests as they shared it with their friends and followers.”
The longest day of the year is behind us now, but the celebration of the sun continues throughout summer and beyond—let’s continue to bask in the sun’s golden glow while wearing our favorite shades.
—Christine Yeh
