Puyi Optical celebrated its 10th anniversary in May 2011 with an international series of events that featured its glamorous range of Giorgio Armani eyewear. Frames of Your Life’s first stop was in Hong Kong, and nothing short of a spectacular wow effect was the mandate.

The complete timeline from project inquiry to completion was less than one month—an extremely tight schedule for any new construction. Other challenges included an outdoor structure that required a platform to withstand more than four tones of loading. Only recycled materials were used to build this part of the set.

A light box featuring hundreds of black and white photos of stylish people sporting Giorgio Armani eyewear lined the interior walls of the temporary structure. These photos formed a stunning contrast to the glass display boxes and luxurious wood cabinets showcasing the products within a warm and inviting environment.  

The final solution was a memorable event for Giorgio Armani despite the tight execution schedule.