Are you an adventurer by nature, but your motion sickness stops you from exploring the world as you please? Say no more! French car manufacturer Citroën‘s got you covered because the brand just developed a tool that promises to restore your thirst for traveling and cures the uncomfortable condition in less than 10 minutes.
Committed to designing vehicles that are famous for their comfort, the company decided to create yet another ingenious device that takes the concept of a comfortable car ride to a whole new level. Not no mention that this awesome gadget unlocks your desire to discover more of the world’s treasures.
Inspired by the fact that more than 30 million people in Europe suffer from kinetosis (or motion sickness), Citroën introduces special eyeglasses, cleverly nicknamed Seetroën, that were specially developed to prevent motion sickness.
Contoured with the help of agency Traction, a part of BETC family, the first-of-their-kind eyeglasses got equipped with frames that carry a colored liquid on each side to introduce a line for a horizon, therefore solving the “conflict between the senses,” says the automaker.
This blue liquid moves in rings that are placed around the eyes, in the frontal direction (right-left), but also in the sagittal direction (front-back), tricking your mind into thinking that your body isn’t moving. According to the agency, “this recreates an artificial horizon which re-synchronizes the sight and the inner-ear and solves the motion sickness in less than 10 minutes and in 95% of the cases.”
To bring the concept to life, the French car manufacturer used the Boarding Ring™ technology developed by a start-up with an eponymous name based in the Var, south of France. As for design, the company joined forces with 5.5, a collective design studio based in Paris, which took care of incorporating all the glasses’ smart features in an accessory that also carries a stylish look.
“We chose to play with the idea of the round glasses because it is a design rhyming well with the image of the Citroën brand: iconic, timeless and acclaimed at any age by men as well as women. The emblematic chevron of the brand sits in the center of the frame as on the grille of cars. The four rings, based on the Boarding Ring™ technology, refer to the 4 wheels and their finesse is a small wink to the lightness of the old wheels. Finally, the chosen materials, both soft and supple, makes the glasses solid and comfortable,” says 5.5 Studio.
To see how the glasses do their magic, all you need to do is to put them on when you start feeling symptoms of motion sickness. Leave them on for about 10 to 12 minutes — enough time for your mind to resynchronize with the movement perceived by the inner ear. While having them on, you try to focus on an immobile object, such as a book, a smartphone, or a tablet. When the time’s up, you then take the glasses off and enjoy the ride!
“With the Seetroën project, we wanted to nurture the brand’s DNA, which is comfort and mobility. From this point of view, being able to propose a solution putting an end to motion sickness was for us a project that felt 100% Citroën,” explains Nicolas Lautier, Creative Director at Traction, in a press release.
These one-of-a-kind glasses are limited-edition and are available at the price of €99. Also, they are sold in exclusive quantities, in the brand’s lifestyle boutique. You can order your own by accessing Citroën’s boutique webpage. If you’re not lucky enough to get a pair for you and for your family, you can comfort yourself with this two-minute-long video Traction designed for the curious viewers.
Client Management: Arnaud Belloni, Claudine Borel, Stéphane Barbat
Agency: Traction (BETC Group)
Agency Management: Bertille Toledano, Hugues Reboul, Julien Grimaldi, Emmanuelle Woerhel
Executive Creative Director: Stéphane Xiberras
Creative Director: Nicolas Lautier
Art Directors: Julien Lefèvre, Antoine Montes
Copywriter: Alban Gallée
Creative Tech & Lead Producer: Bao Tu Ngoc
Strategic Planning: Philippe Martin Davies
Director: Kids Go First