RAY-BAN AND ECHOBOX RADIO COME TOGETHER FOR AMSTERDAM’S RAY-BAN LAB TAKEOVER
For a brand synonymous with cool, timeless rebellion, Ray-Ban’s Takeover in Amsterdam-Noord goes beyond just eyewear. From June 21 to July 12 at Aambeeldstraat, the Ray-Ban Lab carves out a cultural experience rooted in Amsterdam’s creative scene: a hybrid between a concept store and live radio studio, in the collaboration with Echobox Radio.
In a city that’s always had great counterculture, the brand’s decision to collaborate with Echobox, the voice of Amsterdam’s underground, feels not only savvy but relevant. Over these three weeks, the Lab transforms into an open-access studio space, with live broadcasts taking over Friday and Saturday evenings. Echobox curated genre-hopping sets rooted in Ray-Ban’s long-standing ties to rock, hip-hop, and youth subcultures. Ray-Ban is, however, not just looking back at its iconic past, but rather it’s trying to showcase what’s next.
The launch date was no accident either. June 21 marked both the summer solstice and the kickoff of Amsterdam’s 750th anniversary. The takeover opened with a late-night party at KWIEKWIE next door, with DJ sets from names like DIORA, Soft Break, and Melis Köke setting the tone for the takeover in an intimate, edgy, and distinctly local way.
Inside the lab itself, one can find Ray-Ban’s aesthetic legacy on full display. Classic frames like the Wayfarer and Aviator share space with pieces from the newer Pulse collection of candy-coloured, bio-based, and aimed at a more expressive, sustainability-minded generation. The star attraction, though, is the Ray-Ban x A$AP Rocky “Blacked Out” capsule. It’s sharp with minimalist silhouettes rendered in matte black and subtle gold detailing. The collaboration walks the line between understated and statement-making, much like the artist himself.
images credit: photography by DANIEL SARS
And while much of the attention stayed focused on sound and style, a more subtle layer of storytelling came courtesy of a photo series in partnership with Numéro Netherlands. Shot by Daniel Sars, the portraits captured familiar Amsterdam faces in iconic Ray-Ban frames.
But what makes this takeover really stand out is the fact they focus less about what is being sold and more about how it is being staged. In an era where brand pop-ups often feel like glorified Instagram sets, the Ray-Ban Lab resisted the urge to pander and embedded itself in the community instead. There are no velvet ropes or VIP entrances, it’s open doors, analog radio energy, and people moving through the space, as curious about the music as they were about the eyewear.
The activation continues until July 12, closing with a final Saturday celebration curated once again by Echobox bringing together live music and the same commitment to creative culture that makes the Lab more than just a pop-up. With Ray-Ban, Echobox, and Amsterdam’s underground sharing the same stage, this experience turns a brand event into a cultural moment.