EssilorLuxottica at Cannes 2025: Where craftsmanship and innovation converged

At the TFWA World Exhibition & Conference in Cannes 2025, EssilorLuxottica returned for its fourth appearance with a booth conceived not as a traditional showcase, but as a journey — an immersive experience that embodied both the timeless artistry of Italian craftsmanship and the transformative power of innovation.

The journey began in a space that felt like a celebration of craftsmanship where, Persol stood as an icon of authenticity, its frames meticulously hand-made in Italy for generations and admired for their cultural resonance as much as their elegance. Walking further, guests encountered the refined creativity of Prada, the playful sophistication of Miu Miu and the bold energy of Versace. Together, these maisons showcased how eyewear has evolved into a natural extension of fashion, translating the codes of luxury design into objects of everyday identity.

As the booth unfolded, the atmosphere transitioned into a different dimension — one where technology redefined the very idea of eyewear. Visitors were drawn toward AI Glasses, developed in partnership with Meta. Excitement built around the world premiere of Oakley Meta, which combines Oakley’s disruptive performance-driven DNA with Meta’s advanced digital ecosystem. This is more than a new product; it is the foundation of an entirely new category, where style, connectivity and intelligence merge into a wearable experience that enhances daily life while staying true to the essence of design.

The narrative then shifted to sound with Nuance Audio, which introduces a new way of thinking about hearing solutions. Seamlessly integrated into eyewear, Nuance Audio frames offer a lifestyle-oriented approach that combines design, comfort and advanced functionality. By transforming assistive devices into aspirational accessories, EssilorLuxottica redefines consumer expectations and signals its ambition to grow as a med-tech leader, expanding from vision into hearing and creating a more holistic sensory offering. For many visitors, it was a revelation: eyewear can touch not just what we see, but how we experience the world around us.

The final destination immersed visitors in the future of retail itself. For the very first time, the Ray-Ban Automated Retail Solution prototype was revealed — a bold experiment that reimagines how consumers engage with an iconic brand. Sleek and interactive, this premium digital concept invited travelers to explore and purchase Ray-Ban’s most celebrated models independently. Far more than a vending unit, it delivered a self-guided yet highly engaging experience, designed to complement the emotional connections built through human interaction. For EssilorLuxottica, it was a test-and-learn initiative: a chance to gather insights, adapt and envision how autonomous retail could expand the reach of its brands across high-traffic travel environments.

Moving through the booth felt like moving through EssilorLuxottica’s philosophy itself. The elegance of Persol, the creativity of Prada, Miu Miu and Versace, the disruptive energy of Oakley Meta, the forward-looking vision of Nuance Audio and the boldness of Automated Retail all aligned around a single truth: craftsmanship and innovation are not opposites, but partners in shaping the future.

With this immersive experience, EssilorLuxottica invited its partners and stakeholders to see beyond products and into a vision — one where heritage remains alive, innovation opens new possibilities, and the future of eyewear and travel retail was being written in real time. TFWA Cannes 2025 was not just another edition of the fair: it was the stage where luxury met technology, where tradition embraced tomorrow, and where EssilorLuxottica reaffirmed its role as the partner of choice for the journey ahead.