Meta, the parent company of Facebook and Instagram, opened a new flagship store in Los Angeles where people can try out their smart glasses and virtual reality headsets while learning about local culture.
The two-story building called Meta Lab, located at 8600 Melrose Ave. in West Hollywood, spans more than 20,000 square feet and also highlights Southern Californias skate scene .
We spent a lot of time around the world looking at where retail is and where its headed, and it all felt to us to be really experiential, said Matt Jacobson, vice president and creative director of artificial intelligence wearables at Meta. Just to open a store without it being built around experiences, just didnt seem to make sense.
The stores opening on Saturday underscores how Meta is expanding its retail presence as it tries to entice more people to buy its virtual reality headsets and AI glasses.
For technology companies, brick-and-mortar stores offer a way to build brand awareness and loyalty among customers who are weighing whether to buy an expensive device.
Apple is well-known for its sleek and modern-looking stores where people go to interact with their laptops and smartphones. This year, Google also opened its first Southern California retail store in Santa Monica, allowing people to check out the tech giants smartphones, watches and smart home devices. While Meta is behind the worlds most popular social network Facebook, some customers might not know it also sells hardware.
The L.A. store, which started as a pop-up last year, is the second permanent retail space Meta has opened. The Menlo Park-based company unveiled its first store in Burlingame, Calif., in 2022. Since then, Meta has also showcased its devices in retailers such as Best Buy, LensCrafters and Ray-Ban stores.
Jacobson said the company aims to open more stores in the future.
The Los Angeles retail space features a miniature skate park that people can capture images of with Metas AI glasses, spots to take photos and stations to learn about the companys devices. The store also has a vinyl listening room so visitors can experience how the sound compares to the speakers on Metas glasses.
Graffiti and mural art from Los Angeles artist Saber, also known as Ryan Weston Shook, fill the space. The company also worked with skate artist, photographer, and creative director Mark Oblow on the stores skateboarding theme .
Meta plans to host events in the space and the theme will change throughout the year, Jacobson said. The store, called Meta Lab , will be open daily from 10 a.m. to 7 p.m.
The stores opening came after Meta unveiled its latest lineup of smart glasses ahead of the holiday shopping season.
The glasses allow people to capture images, listen to music, translate languages and ask an AI assistant questions like they would do on a smartphone.
Although the gadgets havent become mainstream, sales of smart glasses have picked up as companies such as Meta, Google, Apple, Snap and Samsung compete head-to-head to build new AI-powered devices.
Meta is selling a more advanced pair of Ray-Ban Meta glasses starting at $379 with a longer battery life, AI assistant and the ability to capture more vivid videos; Oakley Meta Vanguard glasses starting at $499 designed for sports; and Meta Ray-Ban Display glasses with a high-tech wristband starting at $799 that makes it possible for people to send text messages and complete other tasks using subtle hand gestures.
Customers can purchase Metas glasses and headsets at the store. Appointments are required, though, to demo the Meta Ray-Ban Display glasses.
On Wednesday, Meta Chief Executive Mark Zuckerberg said Ray-Ban Meta AI glasses have tripled in sales in the last year and people who have them are using them a lot.
Glasses are the ideal form factor for both AI and the metaverse. They enable you to let an AI see what you see, hear what you hear, and talk to you throughout the day, he said in an earnings call with analysts. And they let you blend the physical and digital worlds together with holograms.
Meta has been investing heavily in the metaverse, virtual spaces where people can socialize, work and play through devices such as VR headsets and smart glasses.
The company hasnt shared how many AI glasses or virtual reality headsets it has sold. Metas Reality Labs division, which develops augmented reality and virtual reality technology hardware, software and platforms, lost $4.4 billion in the third quarter but generated $470 million in revenue.
Meta is a front-runner in the smart glasses race, according to the International Data Corporation, which provides market intelligence on consumer technology. The firm estimates that Meta accounted for about 60% of the global market for display-less smart glasses, along with augmented and virtual reality headsets, during the second quarter of 2025.
Meta shipped more than 3.5 million pairs of its Ray-Ban smart glasses from late 2023 to the second quarter of 2025, according to IDC.
IDC anticipates the market for smart glasses without displays will grow to 9.4 million in 2025, up 247.5% from 2024, mainly driven by Meta.
Chinese tech companies such as Xiaomi and Huawei also sell smart glasses, but their sales still trail far behind Meta, and theyre not as well known in the U.S., according to IDC.
Jitesh Ubrani, a research manager at IDC who covers wearables, said opening a store in Los Angeles allows Meta to leverage its network of creators and celebrities to market its AI glasses. Products featured in movies can elevate brand awareness and Los Angeles is home to the entertainment industry.
When Tom Cruise wore Ray-Bans in well-known films such as Risky Business and Top Gun, that helped fuel the popularity of the sunglasses, he said.
People also need to learn about how the glasses work.
Theres this network effect thats built from there, but all that starts with educating the user as to what these glasses can do, he said.
In October, Meta also opened a 560-square-foot retail pop-up space at the Wynn Las Vegas hotel. Its also planning to open a pop-up in New York, which will also have a skate theme.
Were a people first company and I think the way we shine a light on people and communities in these stores is going to be really important, said Jacobson, who grew up in Manhattan Beach.
脸书（Facebook）和照片墙（Instagram）的母公司Meta在洛杉矶开设了一家新旗舰店，顾客可在此体验智能眼镜和虚拟现实头显设备，同时了解当地文化。
这座名为Meta Lab的双层建筑坐落于西好莱坞梅尔罗斯大道8600号，占地面积超过2万平方英尺，同时彰显了南加州的滑板文化。
Meta公司人工智能可穿戴设备副总裁兼创意总监马特·雅各布森（Matt Jacobson）表示：“我们花了大量时间在全球各地考察零售业的现状和未来趋势，深感这一领域正朝着高度体验化的方向发展。如果开设一家不以体验为核心的商店，似乎完全不合逻辑。”
该门店于周六开业，凸显了Meta公司正通过拓展实体零售业务，试图吸引更多人购买其虚拟现实头显和人工智能眼镜。
对科技公司而言，实体店为那些正在考虑是否购买昂贵设备的顾客提供了一种建立品牌认知度和忠诚度的途径。
苹果公司以其时尚现代的零售店闻名，人们常去那里体验笔记本电脑和智能手机。今年，谷歌也在圣莫尼卡开设了南加州首家零售店，让消费者可以体验这家科技巨头的智能手机、智能手表和智能家居设备。尽管Meta（原Facebook）运营着全球最受欢迎的社交网络，但一些顾客或许不知道该公司也销售硬件产品。
这家洛杉矶门店最初是去年开设的临时店铺，如今已成为Meta开设的第二家永久性零售店。总部位于门洛帕克的该公司于2022年在加利福尼亚州伯灵格姆开设了首家门店。此后，Meta还在百思买、亮视点以及雷朋等零售商店展示了其设备。
雅各布森表示，该公司计划未来开设更多门店。
洛杉矶的零售空间设有一座迷你滑板公园，人们可以用Meta的AI眼镜拍摄照片，还有专门的拍照点和了解公司设备的展示区。店内还设有一间黑胶唱片试听室，访客可在此体验其音效与Meta眼镜扬声器的差异。
洛杉矶艺术家萨伯（Saber，本名瑞安·韦斯顿·舒克）的涂鸦与壁画作品装点了整个空间。该公司还携手滑板艺术家、摄影师兼创意总监马克·奥布洛（Mark Oblow），共同打造了这家店铺的滑板主题设计。
雅各布森表示，Meta计划在该空间举办活动，且全年主题将不断变换。这家名为Meta Lab的商店每日营业时间为上午10点至晚上7点。
在假日购物季来临之前，Meta发布了最新款智能眼镜系列，随后该门店正式开业。
这款智能眼镜支持拍摄影像、播放音乐、实时翻译语言，还能像智能手机一样通过AI助手进行问答交互。
尽管这类设备尚未成为主流，但随着Meta（元宇宙）、谷歌、苹果、Snap和三星等公司竞相开发新一代人工智能设备，智能眼镜的销量已有所上升。
Meta公司推出了三款智能眼镜：升级版**雷朋Meta智能眼镜**起售价379美元，具备更长续航、AI助手功能，并可拍摄更生动的视频；专为运动设计的**Oakley Meta Vanguard智能眼镜**起价499美元；以及配备高科技腕带的**Meta雷朋Display智能眼镜**（起价799美元），用户可通过微妙手势实现发短信等操作。
顾客可在店内购买Meta旗下的智能眼镜和头显设备。但若想体验Meta与雷朋合作的Display智能眼镜，需提前预约。
周三，Meta公司首席执行官马克·扎克伯格表示，雷朋Meta智能眼镜去年销量增长了两倍，并称“用户使用频率非常高”。
他在与分析师的财报电话会议上表示：“眼镜是人工智能和元宇宙的理想形态。它能让人工智能看到你所见、听到你所闻，并全天候与你对话。此外，眼镜还能通过全息影像将物理世界与数字世界融为一体。”
Meta（元宇宙）公司持续重金押注元宇宙领域，该虚拟空间允许人们通过VR头显、智能眼镜等设备进行社交、工作和娱乐活动。
该公司尚未公布其人工智能眼镜或虚拟现实头显的销售数量。Meta旗下的现实实验室部门专注于开发增强现实和虚拟现实技术的硬件、软件及平台，第三季度亏损44亿美元，但实现了4.7亿美元的营收。
国际数据公司（IDC）的消费者科技市场调研显示，Meta在智能眼镜领域处于领先地位。该公司估计，2025年第二季度，Meta在全球无显示屏智能眼镜及增强现实（AR）、虚拟现实（VR）头显市场的占有率约为60%。
据国际数据公司（IDC）统计，2023年底至2025年第二季度期间，Meta公司旗下雷朋智能眼镜的出货量已突破350万副。
国际数据公司（IDC）预测，2025年无显示屏智能眼镜市场规模将增长至940万台，较2024年增长247.5%，这一增长主要由Meta推动。
根据国际数据公司（IDC）的报告，小米和华为等中国科技企业虽已涉足智能眼镜市场，但其销量仍远逊于Meta（原Facebook），且在美国市场的知名度也相对较低。
IDC研究经理吉特什·乌布拉尼（Jitesh Ubrani）专注于可穿戴设备领域，他表示Meta在洛杉矶开设门店，可以利用其创作者和名人网络来推广其AI眼镜。产品在电影中的亮相能够提升品牌知名度，而洛杉矶正是娱乐产业的中心。
汤姆·克鲁斯表示，他在《乖仔也疯狂》和《壮志凌云》等知名影片中佩戴雷朋太阳镜的行为，助推了该品牌眼镜的流行风潮。
人们还需要了解这款眼镜的工作原理。
“虽然由此会产生网络效应，但一切都要从让用户了解这副眼镜的功能开始。”他说道。
今年10月，Meta还在拉斯维加斯永利酒店开设了一家占地560平方英尺的零售快闪店。该公司还计划在纽约开设另一家以滑板为主题的快闪店。
雅各布森表示：'我们是一家以人为本的企业，我认为我们在这些门店中展现对员工和社区关注的方式将至关重要。'他成长于曼哈顿海滩。