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Ray-Ban Meta smartglasses are already pretty fashionable, as they look nearly identical to a few of EssilorLuxottica’s best-selling sunglasses, albeit with the inclusion of neatly integrated cameras, speakers, battery and onboard AI driven by a positively tiny Qualcomm Snapdragon AR1 Gen1 processor. With the launch of a new pop-up store in Los Angeles today, Meta is hoping to test out whether it can move the needle with broader adoption.

Meta calls the LA pop-up store “experiential retail,” having modeled it after the Meta Lab pop-up at Connect 2024 in October, which allowed event-goers to try on a pair of Ray-Ban Meta smartglasses to capture photos and videos and keep the resultant files, or even buy a customized pair of the $300 glasses right then and there.

Ultimately, the idea with its first publicly available pop-up in LA is to increase word-of-mouth marketing, which Creative Director Matt Jacobson hopes will make its users into the “best salesperson ever.”

Adorned with a giant pair of Ray-Ban Meta glasses on the outside (with the glasses’ LED privacy light), the flagship pop-up in LA is only going to be around until December 31st, although it won’t be the last.

The company’s next pop-up is planned to hit Phoenix, Arizona in January, which the company calls a “real shop-in-shop,” the exact location of which is still a mystery.

“Can we build a store inside somebody else’s business? Can we drive traffic to it, and can we leverage their marketing as well as ours? By the end of January, we will have tested all three expressions of our experiential first-party retail.”

To boot, the Meta Lab location is doing more than just letting people try on and buy Ray-Ban smartglasses. The company says it will have “regular programming,” which includes stand-up comedy with Desi Banks, a live podcast with Madeline Argy, a ‘paint and sip’ night with Tinashe, a Ray-Ban Meta-focused workshop with Director Drex Lee, and a cooking class with Cassie Yeung.

From there, Meta hopes to share its findings with EssilorLuxottica, which operates over 17,000 stores worldwide, as well among third-party partners. Meta announced in September it was expanding its smartglasses partnership with the eyewear conglomerate into 2030.

As pop-ups go, the LA and Phoenix locations may be a limited engagement, but it may also spark more to come.

“We can’t scale a hundred of these, but we can build a few of them at locations around the country, and then fill in if we decide we want to do more first-party retail. This is aspirational, inspirational. They’re not easily scalable in terms of what they look like, but in terms of experience, they are,” Jacobson says.

If you’re in the LA area, you can find the Meta Lab pop-up over at 8600 Melrose Avenue, open from 10:00 am – 7:00 pm PT seven days a week beginning November 8th through December 31st.

Posted holiday hours are 10:00 am – 3:00 pm on Black Friday and Christmas Eve, with the location closed on Thanksgiving, December 3rd, and Christmas Day.