TYPO DANS MA TÊTE: A TYPOGRAPHIC TAKEVOER AR RAY-BAN PARIS BY TYPOSTERS

Last July, we took over the Ray-Ban Rivoli store in Paris for two days. The concept was straightforward: invite people to write down what was on their mind and turn those thoughts into posters they could take home.

The Concept

The activation centered around a simple question: "Type is on my mind. What's on yours?" Visitors were given poster templates—clean, typographic canvases designed specifically for the project—and a set of tools: markers, stencils, water-based sprays.

Clean posters for guests

They wrote whatever was on their mind in that exact moment, creating personalized posters that became visual snapshots of their thoughts and feelings on that specific date.

Each poster functioned as a small time capsule. Some people wrote about what they were feeling. Others jotted down passing thoughts or things they'd been reflecting on. The result was a collection of individual expressions that, together, formed a collective archive of what was on people's minds during those two days in Paris.

Transforming the Space

The Ray-Ban store became more than a retail environment—it turned into an immersive typographic experience. Paste-up posters covered the storefront windows and interior walls. Digital screens carried the typographic language throughout the space. Typographic tags were made directly in the environment. The entire store was dressed in type, turning it into a setting where typography acted as both medium and message.

Ray-Ban storefront during activation

 Ray-Ban storefront during night

Store screen during activation

 Ray-Ban window display during activation

The Visual Identity

The visual system was built around three typographic expressions. First, a custom typeface that reinterpreted French typographic heritage through a contemporary lens.

Custom font developed for activation

Paste-up posters

Second, a bubble-style typography used for the key visual, combined with thought bubbles made from parenthesis symbols to evoke openness and playfulness.

Store front during activation

Discarded poster

Third, each participant's own lettering, which brought individuality and authorship to the poster templates.

This typographic system worked across formats and surfaces, creating a cohesive visual language that extended from storefront to digital screens to the poster templates themselves.

Store front during activation

Why It Matters

The activation was about making creativity accessible. It celebrated the idea that inspiration isn't distant or mysterious—it's already within us, often as close as the next thought in our minds. By curating self-expression and archiving lived experiences through type, we created a platform that gave back to the community by encouraging play, exploration, and individuality.

Store front during activation

For two days, the Ray-Ban store became a space where everyday thoughts turned into lasting visual artifacts. Each poster documented a moment in time, proving that creativity is everywhere—you just need a canvas and permission to express it.