ray-ban house | a new cultural destination in new york

Ray-Ban has officially stepped into a new era of experiential retail with the opening of Ray-Ban House in Soho. Far from a traditional store, the two-storey townhouse at the corner of Prince and Lafayette is a culture-first sanctuary designed to merge the brand’s heritage with the high-velocity pulse of New York. This debut follows the landmark announcement of Jennie as the new global ambassador, fronting a campaign that unifies classic eyewear and the brand’s tech-forward Meta line. The house officially opened on 4 May with an exclusive Met Gala after-party, doubling as a celebration for Jennie’s new role. The night featured an immersive atmosphere defined by deep red floors and mirrored ceilings, echoing the aesthetic of Jennie’s debut campaign – where red tones nod to her stage name, Jennie Ruby Jane. Oscar and the Wolf kicked off the live performances, followed by a set from Daniela Lalita. Later on, Jennie moved through the space and eventually joined the DJ booth alongside Lalita and Angelica Ballesteros. Inside, the house functions as a living archive where iconic frames sit alongside experimental silhouettes from Ray-Ban Studios. The experience peaks upstairs in a hidden VIP room behind a concealed entrance. Here, the focus shifts to... Read more » The post ray-ban house | a new cultural destination in new york appeared first on Schön! Magazine.