• by Colin Kirkland , June 10, 2026

Looking to drive greater engagement around its artificial intelligence (AI) and virtual reality (VR) wearable products, Meta has announced the launch of over 50 dedicated experiential Meta Lab spaces within current Best Buy locations in the U.S. and Canada.

According to the announcement, these Meta Lab “store-in-store” retail experiences will consist of 900-square-foot spaces designed for “hands-on discovery” -- inviting Best Buy customers to try out Meta wearables, including AI glasses and VR headsets via interactive demos, “smart mirrors,” and fittings personalized by a dedicated Meta-led sales team.

Meta's first Meta Lab pop-up premiered at the company’s Connect conference in 2024, where 90% of attendees decided to try out the now popular Ray-Ban smart glasses product. According to initial reports, one in four attendees made a purchase.

Later that year, Meta launched a stand-alone pop-up store to further showcase the wearable product's functionality through an experiential retail approach, which helped the company determine what consumers were drawn to, and what features they did not understand or enjoy.

Since then, Meta has relaunched pop-up stores dedicated to promoting its wearable products, especially ahead of the holidays.

The Best Buy-based stores will feature the latest Ray-Ban and Oakley smart glasses -- brands accessible to Meta via its EssilorLuxottica partnership – as well as the company's new Ray-Ban Display glasses, which involve a Neural Band wrist controller.

Meta will also be promoting its VR Quest 3 and Quest 3S headsets, inviting consumers to try out games, movies, workouts and a guided immersive demo.

Since their initial release in 2021, Meta's Ray-Ban smart glasses have been increasingly popular with consumers, selling millions of units and tripling sales in 2025.

With a $3.5 billion stake (3%) in the Ray-Ban manufacturer, Meta has been able to expand its smart glasses output with additional EssilorLuxottica brands, styles, and purposes.

Meta recently hired Jim Shepherd, Snapchat's former senior director of content partnerships, who will now focus on building creator relationships around smart glasses products, potentially providing another boost in consumer-reach via high-profile promotions and use cases.

Overall, Meta CEO Mark Zuckerberg is betting on smart glasses to eventually replace smartphones -- warning both industry leaders and consumers that “if you don’t have glasses that have AI, you're probably going to be at a pretty significant cognitive disadvantage compared to other people.”

The first Best Buy-based Meta Lab pop-up store will open later this month, with more locations rolling out through the summer.