(PRESS RELEASE) LOS ANGELES – l.a.Eyeworks kicks off its 40th anniversary year on September 9th with a window campaign that will simultaneously adorn the facades of more than 80 optical retailers in seven countries. Printed on transparent vinyl, the custom graphic design features two signboards bearing the messages “Raise Your Glasses” and “Uncensored Visions Since 1979” floating above the brand’s logo modified by a radiant “40.” The placard artwork is designed by L.A. artist Nina Palomba and the radiant logo is by graphic designer Mike Fink.
“We’re thrilled to launch our 40th anniversary by saluting the global network of optical retailers who support our vision,” notes Margo Willits, international sales manager. “These are amazing people who fearlessly bring the dreams of l.a.Eyeworks into being.”
Window messaging has been a lifelong feature of l.a.Eyeworks’ namesake stores in Los Angeles (which have never featured actual displays of glasses in their windows). Before the original Melrose Avenue store opened on September 9, 1979, and before the name even appeared on the façade, two evocative side-by-side phrases appeared in the windows: “Changing the Face. Facing the Change.”
“We call it ‘the original Twitter feed,’” comments Brent Zerger, director of communications. “We have always regarded our window slogans as an opportunity to share who we are versus what we offer for sale.”
The automobile-centric culture of Los Angeles guarantees a non-stop audience for the windows, which are refreshed every four to six weeks. “There are a lot of people in L.A. who may not visit our shops but who love our enigmatic puns and proclamations,” says l.a.Eyeworks co-founder/designer Gai Gherardi. “The glasses Barbara McReynolds and I design speak in a certain way, and the rest we declare to the world in our windows. It’s all one dialogue.”
l.a.Eyeworks will spotlight participating accounts via its social media channels (@laeyeworks on Instagram, Twitter, and Facebook) throughout the day on September 9 and beyond.