Another cool experience from Warby Parker: thanks to my colleague Patty for telling me about this guerilla fashion event, pulled off in the main reading room of the New York Public Library during New York’s Fashion Week. Models quietly entered, sat down, and simultaneously revealed the branding behind their books; normally voluble fashion editors silently mingled amidst befuddled readers and unsuspecting literary types.

Read about it on the Warby Parker blog: http://blog.warbyparker.com/post/9956515144/we-kicked-off-nyfw-yesterday-with-a-guerilla

(I looked over the cubicle today and saw my colleague Bruna sporting her new Warby Parker specs.)

Here’s a brand experience that’s authentic, relevant and well-executed: Warby Parker’s web site enables shoppers a “virtual try on” of their reasonably priced hipster eyeglasses that can then be downloaded as a picture file or uploaded to Facebook. It’s not exactly revolutionary, but it’s the right brand experience done well. And although I don’t wear glasses, I’m now a fan of Warby Parker given its front-and-center commitment to donating free glasses to needy people in developing economies—a TOM’s-style, buy a pair, give a pair initiative.