A Ton-Up Lounge Fit for McQueen

Sunglass Hut’s SoHo Flagship Celebrates Persol with a Rebel-Chic Pop-In Shop

Classic Meets Cool for Racing Legend

To embody the “King of Cool” in a physical experience, Sunglass Hut tapped IDL to honor Persol’s centennial anniversary with limited edition Steve McQueen™ shades in a space co-branded with Brooklyn’s smart and modish JANE Motorcycles.

Sunglass Hut’s SoHo flagship store took on the rebellious charisma of iconic pop culture figure Steve McQueen in a recent rendition of its ever-changing 14’ x 14’ “Pop-In Shop”. As Persol looked to appeal to the “contemporary gentleman”, their target consumer, IDL designed a space to the specifications of the ultimate trendsetting cultural hero.

To bring a story of speed to the space, IDL fostered a relationship with JANE Motorcycles, Brooklyn’s trending moto boutique/coffee shop/apparel hub. With that, the custom JANE x Persol Ducati Classic was born. The result is the one-of-a-kind centerpiece that embodies the champion racer’s love for adventure and effortless style.

Details like a custom cold-rolled steel shelf with blueprint cabinets and industrial pendants create an atmosphere that more closely resembles a tune-up garage than a retail store.

Vintage Persol advertisements and photos from the archive share brand-building milestones across the company's century-long history.

But standout among these details, floating in recessed cubbies and highlighted with a pin-drop of light, all eyes are drawn to the premium collection of shades - the ultimate star of the show.

IDL’s ignition of the bond between Persol and JANE Motorcycles packaged the aesthetic language of living life on the edge within a rustic and timeless environment. The resulting lounge showcased a brand collaboration that pushed the limits of traditional retail to create a meaningful experience for their fans.

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