To celebrate Shades Optical 20th anniversary, o2 curated the SPECTACLE 20/20 experience and communications campaign. The exhibit articulated a story about the classics in modern eyewear by drawing upon inspiration from the past. The exhibit was broken up into classic categories, such as the Classic Aviator, the Classic Dylan, the Classic Creative and the Classic Innovator, to name a few. o2 transformed the Shades retail environment into an exhibition space organized by each category.

The display was comprised of vintage frames on loan from private collections across the country, including a pair of spectacles from the 1800s, mod Pucci frames from the 1960s, an early aviator from the 1950s and a pair of cat-eyes from the 1940s. Each classic section pulled contemporary frames that fit its respective category, paired with imagery of famed figures from entertainment, politics and cultural history. Iconic images of the people who have made each category a classic were integrated into the display. Each display area featured contemporary frames for sale paired with suspended clear display boxes of vintage eyewear, picture books, graphic imagery and stories about each of the classics.