A Luxottica company, LensCrafters is the largest optical retailer in North America with more than 1,200 retail stores worldwide. More than 1,500 associates, including store managers and executives, attend the annual conference. They engage with the branding and displays outside of General Session to learn about important company initiatives.

Lenscrafters Summit
Walter E. Washington Convention Center, Washington, D.C.
Live Events

About The Project

We were tasked with using the General Session foyer to share the new LensCrafters in-store look and feel. The store display would educate, fascinate, and convey key elements of the LensCrafters brand. We also designed and produced a subsequent learning event called Marketplace.


Create a realistic mock up of the newest store design and layout within a tight foyer footprint. In addition, we were to create a fun, immersive experience for 1500 attending associates that would pique interest, encourage hands on learning and foster positive memories of the event.


We designed, and built five pillar kiosk stations - each representing a business initiative. We used gamification and turned the entire experience into a scavenger hunt. We broke associates down into small groups, and assigned a team leader. The groups used an iPad app to track their progress through the scavenger hunt. Associates who completed the program received prizes.

The team at Iacono is not only a pleasure to work with, they are also extremely professional and very creative. This past year, they helped us bring our newly evolved brand to life at a major company event with 1,200 people and create a newly branded office environment. Both initiatives were a critical step in immersing our associates in the new brand and both were a huge success.

Beth Conger

Director, Brand Strategy, LensCrafters