Case study · Safilo × ARShades
An ecosystem for every eyewear experience
From 3D asset preparation to experiences on the web and in physical spaces: how ARShades supports Safilo's various brands with a shared pipeline.
The challenge
Shaping different needs without losing control of the product
Safilo had already experimented with virtual try-on. With many brands, websites and channels, the group needed a realistic representation of its eyewear, flexible solutions and a partner able to listen to different needs.
ARShades took charge of the whole chain: 3D model optimisation, asset validation tools, experience development and publishing at the touchpoints Safilo chose. The result is a platform that can serve different goals within the same group.
The process
From order to publication
Since 2025, ARShades systems have been connected to Safilo's PIM and DAM. Once an order arrives, the team sees the work through to publication in the experiences planned for it.
Studio lets Safilo's teams oversee approvals, check analytics and usage, keep track of the catalogues for their campaigns and request customisations. ARShades takes care of building and deploying the experiences.
The experiences
The same pipeline, applied to different touchpoints
Four projects show how the work on the assets takes different forms: an online product page, a group try-on at a trade fair, a Gateway with dedicated journeys and the AI Photoshoots images.
Carrera World · brand website
See the product. Then try it on
On the CA TRANSFORMA product page, the 3D Viewer lets visitors explore the frame up close, and the Virtual Try-On lets them see it on their own face. The animation is available in both modes and helps explain the model's transformable features.
Open the experience on Carrera WorldMIDO 2025 · Safilo stand
A Virtual Try-On that includes everyone in front of the screen
For Safilo's multi-brand stand, ARShades built a Wall Screen that uses a live camera feed of the people in front of it and shows the virtual glasses on their faces, even when they are in a group.
Frames and brands cycle automatically. Stepping into view is all it takes to see the experience: the product is no longer confined to a single device and becomes part of the exhibition space.
The video documents the multi-brand installation on Safilo's stand at MIDO 2025.
Tommy Hilfiger Eyewear · Gateway
Four entry points, tailored content
With no online shop dedicated to the brand's eyewear, Safilo used the Gateway to build journeys tied to markets, events and campaigns. The same infrastructure hosts different catalogues and pages, which can be updated whenever the initiative changes.
Safilo hands out dedicated links and QR codes. Each entry point opens only the catalogue and pages assigned to it, so visitors reach just the content intended for that journey.
US market
A dedicated entry point opens only the catalogue intended for the United States.
Roadtour
The codes on the panels open only the event's catalogue and pages.
Campaign frames
A link or QR code presents the flagship frames and a page for each one; the catalogue changes with the season.
Central and Eastern Europe
A campaign has its own catalogue and a store locator.
In Studio, Safilo can view the analytics for each entry point separately or group them at Gateway level.
Image generated with the ARShades AI pipelineAI Photoshoots · test and first commission
Creative freedom, true to the product
The AI Photoshoots collaboration began with an advanced test, followed by a first commission for Carrera and BOSS. The aim is to create on-model images of the glasses, with attention to shape, colours, materials, logos and overall look.
The brief
The starting point is photos of the frame and a written brief on the model and the setting.
Internal check
An automated system checks fidelity to the product and to the client's requests; ARShades shortlists two proposals for each shot requested.
Safilo validation
In Studio, the teams approve the shots or request corrections to a single image or to groups of images.
An evolving collaboration
A platform able to keep pace with the group’s complexity
The Safilo case study shows how asset production, client validation and distribution can support different experiences while keeping shared oversight of brands, products and channels.
Several brands, channels or markets to serve?
Let's talk about how to build and manage your digital eyewear experiences.