Salmoiraghi & Viganò: Eyewear Materialization

Fooh concept details:

White spherical balls escape from Salmoiraghi & Viganò's storefront window, magically arranging themselves in mid-air before transforming into an oversized Oliver Peoples frame. This creative FOOH campaign for the Italian optical retailer visually represents how their premium offerings—featuring the Federer Collection—blend elegance with innovation as the floating particles dramatically materialize into the signature eyewear, showcasing the new acetate-framed Mr. Federer 2 model available in stores.