Meta opens eye-popping pop-up shops in 3 cities for $799 smart glasses

Meta is launching pop-up shops in three major cities to showcase its upcoming smart glasses with display technology, including the $799 Ray-Ban Display glasses set to release September 30th. The retail expansion aims to give consumers hands-on experience with Meta’s growing lineup of smart eyewear and VR hardware ahead of the holiday shopping season.

What you should know: Meta Lab pop-up shops will open in Las Vegas, Los Angeles, and New York between October and November 2024.

• The Las Vegas location at Wynn Las Vegas opens October 16th.
• The Los Angeles shop on Melrose Avenue reopens October 24th, expanding to over 20,000 square feet.
• The New York location on Fifth Avenue is scheduled to open November 13th.
• Meta’s permanent Bay Area shop in Burlingame, California, remains open.

The big picture: Meta is betting heavily on smart glasses as the next major computing platform, positioning these retail locations as crucial touchpoints for consumer adoption.

• The company recently released second-generation Ray-Ban Meta glasses and will launch $499 Oakley Meta Vanguard glasses on October 21st.
• Demo appointments are already booked through mid-October in many major cities, indicating strong consumer interest.

How it works: Customers can book demos through Meta’s website to try the Ray-Ban Display glasses before they officially launch.

• Initial booking availability focuses on the Burlingame and Los Angeles locations.
• The expanded Los Angeles store will serve as Meta’s largest retail footprint at more than 20,000 square feet.

Why this matters: The pop-up strategy reflects Meta’s push to move beyond VR headsets into everyday wearable technology that could eventually replace smartphones.

• Smart glasses represent a more socially acceptable form factor than bulky VR headsets.
• Physical retail presence allows Meta to overcome the challenge of selling complex technology that consumers need to experience firsthand.