Ray-Ban has unveiled its new Ray-Ban House concept in New York’s Soho district. With the new space, the brand aims to move beyond the traditional retail experience. Located between Prince Street and Lafayette, Ray-Ban House has been designed as a multifunctional environment bringing together eyewear, design, music, and gastronomy. The project interprets New York’s dynamic urban culture through a more immersive and experience driven approach. Developed by the brand’s creative team, the space features fluid interiors, metallic surfaces, and mirrored ceiling details. Alongside eyewear collections, the open layout also incorporates design objects, books, and vinyl records. While eyewear remains at the center of the concept, a dedicated area showcases selected models from the Ray-Ban Studios collection. The upper floor includes a VIP space focused on customized and limited edition versions of the Wayfarer model. Ray-Ban House also features a dedicated food area curated by Chef Pasquale Cozzolino. The concept is considered a new step in the brand’s experience focused retail strategy.

July 2026