Meta Opens Pop-Up Stores to Build Buzz for Its AI Glasses

NEW YORK—If there is one thing Meta knows how to do, it is getting people to take pictures and share them with friends. That was top of mind for Matt Jacobson when he was designing the company’s new retail pop-up stores.

“We want people to take pictures. We want them to come with their friends. We don’t want them in and out of the store quickly,” Jacobson, Meta’s vice president and creative director for AI wearables, said in an interview. Meta has been on a pop-up shop spree since last year after its Ray-Ban AI glasses became a surprise hit. Jacobson helped set up stores in Los Angeles, Las Vegas, Burlingame, Calif., and most recently New York City.