The program Barcelona sunglasses brand Meller has put forward as official eyewear partner of All Points East 2026 is a single bus. A red double-decker wrapped end to end in the brand's logo serves as both the campaign stage and actual transport. £49 gets you a ticket to the August 28 Tyler, the Creator headline day, a seat on the bus with a DJ playing live, and a limited-edition pair of sunglasses engraved with 'All Points East' on the temples. There are only 25 seats. The sunglasses come in two options: orange lenses for daytime stages, mirrored for night.
The behind-the-scenes cut released on the 24th is titled BTR, 'Behind the ride.' Inside the bus, people lose themselves in the music as central London passes outside the windows. It's not about selling a product but building the moment in which that product gets used. The gaze of a passenger wearing the sunglasses points toward the stage, but within that gaze are also the shifting scenery and the rhythm of a stranger in the next seat.
Meller turned a festival partnership into experience design rather than simple sponsorship. It bundled ticket, transport, and souvenir into one package, and inside that package placed music, landscape, and people. The £49 price is not the sum of ticket and product but the entry fee to remember that day. The number 25 creates scarcity, but it's also a size where everyone on the bus can remember each other's faces.
Isn't promotion ultimately about reading what fans feel at the place the product is used and handing them an experience instead? Meller's bus was not a billboard but the stage itself, and the sunglasses became not merchandise but proof of that day. Would you climb aboard one of those 25 seats?
The behind-the-scenes cut released on the 24th is titled BTR, 'Behind the ride.' Inside the bus, people lose themselves in the music as central London passes outside the windows. It's not about selling a product but building the moment in which that product gets used. The gaze of a passenger wearing the sunglasses points toward the stage, but within that gaze are also the shifting scenery and the rhythm of a stranger in the next seat.
Meller turned a festival partnership into experience design rather than simple sponsorship. It bundled ticket, transport, and souvenir into one package, and inside that package placed music, landscape, and people. The £49 price is not the sum of ticket and product but the entry fee to remember that day. The number 25 creates scarcity, but it's also a size where everyone on the bus can remember each other's faces.
Isn't promotion ultimately about reading what fans feel at the place the product is used and handing them an experience instead? Meller's bus was not a billboard but the stage itself, and the sunglasses became not merchandise but proof of that day. Would you climb aboard one of those 25 seats?
FAQ
What is the Meller All Points East 2026 bus promotion?
For £49, it includes a Tyler, The Creator headline day ticket, a seat on the double-decker bus with DJ sets, and limited-edition sunglasses. Only 25 seats are available, running on August 28th.
What types of Meller limited-edition sunglasses are available?
You can choose between orange-tinted lenses for daytime stages or mirrored lenses for nighttime stages. 'All Points East' is engraved on the temples.
What kind of brand is Meller?
Meller is a Barcelona-based sunglasses brand and the official eyewear partner of All Points East 2026. It's gaining attention for designing festival experiences beyond just product sales.
