Agency BETC Traction, specifically created to service car manufacturer Citroën, has leaned on the automakers tradition of creating famously comfortable cars to create a product that would make traveling even more comfortable.
Enter the Seetroën, the first glasses against motion sickness. Motion sickness is a common condition that chronically affects more than 30 million people in Europe, and one in three develops symptoms at least once in a lifetime.
Based on this observation, Traction and Citroën have created a unique, helpful albeit goofy object, which will initially be sold in limited and exclusive quantities, in the brand’s lifestyle boutique.
The Seetroën glasses use Boarding Ring ™ technology: a patented and tested paramedical device, with a 95% efficiency rate, developed by a French start-up. Motion sickness is due to a difference in perception between the sight and the sense of balance. Coloured liquid moves in rings arranged around the eyes, in the frontal direction (right-left), but also in the sagittal direction (front-back). 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.
For the design, Traction teamed up with 5.5, a Parisian collective design studio. The design of the glasses respects the fun, simple and ergonomic codes of the brand.
