The first Carrera Ignition Night to hit the United States was a great success! Tuesday, March 7th marked a new beginning for Carrera, Safilo Group’s historic eyewear brand.
Notable celebrities, industry executives and society influencers alike enjoyed Carrera’s unique “You race or you don’t” brand experience. Olivia Wilde (star of TRON: Legacy, People Like Us and House M.D.), Louise Roe, Derek Blasberg, Dani Stahl, Nur Khan, Kyle DeWoody, Danni Synder and Robert Verdi mingled and danced to live music from DJ Kayper, The Dolls: Mia Moretti & Caitlin Moe and Capital Cities.
New York City’s first skyscraper – 5 Beekman – provided the perfect historical setting for this special installation, the last event that the venue will see before it is turned into a luxury hotel in the Financial District. Carrera took guests on a journey through its history, from its origins in 1956 and the roots of the brand’s name – the legendary “Carrera Panamericana” road race – to the present day rediscovery of its authentic “racing attitude” which has always been a part of the brand’s DNA.
Carrera’s 2013 eyewear collection displays, influenced by the brand’s new identity, unveiled its re-branding through integrating its four new chic philosophies: Icons, Muses, Craze and Active. Carrera’s four new personalities maintain a common theme: unmistakable, original design combined with a sophisticated urban style.
Carrera successfully hosted the first of its six events for the brand in Milan, Madrid and Sao Paolo. Hot on the heels of New York City’s Ignition Night, Carrera plans to take London and Beijing by storm in June and September, respectively.