Simon Jones: The butterfly effect

As I walk through a narrow corridor in almost total darkness, I notice the flicker of a reflection on what appears to be a small piece of glass attached to the wall. I continue slowly down this tiny walkway and the glass begins moving – almost flapping. More glass begins to move and a mini-light show illuminates what turn out to be butterfly wings shaped from rimless lenses. Moving back and forth next to the wall activates the little lens butterflies like a mini Mexican wave.

This isn’t a recollection of a cheese-induced dream, but a trip through Lindberg’s immersive brand experience on its stand at Silmo last weekend. If it wasn’t for a queue of people behind me, I would have stayed for longer. A video will be pinned to the Optician Twitter feed.
The six-minute long tour was designed to give customers a glimpse into the world of the creatives at the Danish eyewear manufacturer, which created a series of installations to show the lesser seen leftfield side of the brand.