In-Store Experience

Designed with the athlete, sports and outdoor enthusiast in mind, Apex by Sunglass Hut is a destination for anyone interested in improving their performance and overall experience with the right choice in sport sunglasses. Apex by Sunglass Hut delivers a unique customer experience through an innovative retail environment and experiential tools such as the Apex Smart Mirror, Immersive Display and Explorer Chamber.

The Vision Behind Apex

Apex by Sunglass Hut is a new concept that lets you experience the world's finest optical innovations. It's the freedom and power to immerse yourself in interactive technology and learn firsthand which sunglass is the very best for your sport or environment.


Apex Smart Mirror

Through the use of RFID technology, Apex's Smart Mirror instantly identifies a customers chosen sunglass and displays key product specifications and performance benefits. Apex customers can also use the Smart Mirror to capture a photo and send an HTML email of their selected eyewear to friends and family.


Newton Immersive Display

Apex’s 46” touch screen display allows customers to search and discover unique product features and lens classifications from leading eyewear manufacturers.


Explorer Chamber

Apex’s Explorer Chamber is an environmental simulator that enables customers to test a specific sunglass under varying light and airflow conditions. The Explorer Chamber also enables guests to measure the fit of their chosen sunglass against wind speeds capable of reaching 35 mph.


Apex Custom Fit Center

With the assistance of Apex’s highly trained staff, each Apex guest has the opportunity to customize their sunglass to their own specifications, ensuring that their new eyewear will meet the demands of their active lifestyle.

SPY Alana Spy Helm