MELBOURNE: Eyewear retailer OPSM is to back its new flagship store which opened in Melbourne today with a marketing campaign from BMF.
The eye hub concept store is the first of its kind for OPSM and claims to feature the largest collection of frames in the southern hemisphere. It will sell products from Italian-owned brand Luxottica.
The campaign launches tomorrow in Melbourne, with outdoor, radio and direct activity. Media buying is handled by Carat.
Luxottica said it views Australia as a 'nursery' to incubate new ideas. A second store is set to follow in Brisbane later this year with other metro capitals to follow.
The plan is to then open the concept stores across China and the US.
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