Tarrence Lackran
INVISION: EYECONS Agency collaborates with brands that haven’t traditionally been in the eyewear market. What strategies do you employ to help these brands successfully enter and resonate within the optical industry?
TARRENCE LACKRAN: For brands outside the traditional optical space, our first step is education. We help them to understand the nuances of the industry, from retail dynamics to optical technicalities. But we don’t stop there. We then identify where their DNA authentically intersects with eyewear, whether that’s through lifestyle, decor, innovation, or storytelling. From there, we craft a launch strategy rooted in narrative, community engagement, and high-touch experiences that not only introduce the product but place it in cultural context. This ensures that they enter the industry with purpose.
INVISION: Your agency emphasizes creating meaningful brand experiences. Can you share an example of a campaign or event that exemplifies this approach and its impact on both the brand and consumers?
LACKRAN: Our collaboration with Soho House in NYC is a prime example of how we blend storytelling, community, and commerce to elevate the eyewear conversation. We hosted a private panel and trunk show experience that brought together emerging independent eyewear designers, optical retailers, and a curated guest list of tastemakers, stylists, and creatives within the Soho House community. The panel, moderated by our agency, sparked dialogue around design, culture, and the future of the optical industry, while the showroom gave guests a hands-on experience with beautifully crafted frames in an intimate, elevated setting.
This wasn’t about pushing product; it was about creating space for dialogue and discovery. The event strengthened visibility for independent brands and offered a new model for how eyewear can be showcased—through connection, context, and culture. The impact was real: deeper engagement with the product, expanded networks for the designers, and new retail opportunities forged in a space that felt as intentional as it was inspiring
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INVISION: The upcoming EYECON Show aims to redefine the luxury eyewear landscape. What inspired you to launch this event, and how do you envision it differentiating from traditional eyewear trade shows?
LACKRAN: EYECON was born from a desire to reimagine how the industry gathers. We didn’t just want to build another trade show, we aimed to create the industry’s NYC apartment during Eyewear Design Week. What I mean by that is, we invited ECPs to enjoy a leisurely buying experience allowing buyers to immerse themselves in a stylish, inspiring, and high-touch space where people don’t just browse product—they connect, collaborate, while enjoying beautiful views of the city and gourmet food. Held at The Glasshouse, EYECON is intentionally curated, design-forward, and community-rooted. From immersive storytelling to hospitality moments and culture-driven conversations, it’s a full expression of what modern luxury in eyewear can be.
INVISION: Diversity and inclusion are central to EYECONS Agency’s mission. How do you integrate these values into your work, and why do you believe they’re crucial for the future of the eyewear industry?
LACKRAN: For us, diversity and inclusion aren’t afterthoughts—it’s embedded in our strategy from day one! We intentionally collaborate with creatives, brands, and talent from underrepresented backgrounds, and we amplify stories that reflect a wider cultural spectrum. For example, at EYECON Show, 75% of our vendors—whether catering, booth build and design, photography, or floral, came from businesses owned by entrepreneurs from marginalized communities. Our panelists in our EYECON[VERSATIONS] talks were made up from a diverse group of professionals from within the industry and other luxury industries. Why do we do this? Because representation drives relevance. The future of eyewear is global, multicultural, and multidimensional.
INVISION: Looking beyond your own initiatives, who in or outside the eyewear industry do you see as leading innovators, and what lessons can independent ECPs learn from them?
LACKRAN: Printemps NYC is an inspiring example. They’ve created a retail space that doesn’t just sell product—it curates cultural moments. Their approach to storytelling, design, and activation turns shopping into an immersive experience. That’s the direction I believe independent ECPs should lean into: be more than a store—be a destination brand in your city. Build an environment that reflects your community, tells your story, and invites people into your world. This should be reflected in their marketing, curation of products, and service.
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INVISION: What trends or shifts do you foresee in the eyewear industry and how is EYECONS positioning itself to lead in these areas?
LACKRAN: We’re seeing a clear evolution: eyewear is now a cultural signifier, not just a medical device. People want their frames to reflect their identity, their values, their lifestyle. At the same time, the convergence of fashion, sport, and tech is influencing both design and retail expectations. EYECONS is leaning into this shift—whether through campaigns that blur the line between fashion editorial and optical marketing, or through EYECON Show’s immersive experience model that treats eyewear like the cultural centerpiece it is. We are taking the initiative to create the future we want to see for this industry.
Note: Check out our profile of Tarrence and other innovative people, places, and products in the lead article of INVISION’s June issue.
