Automaker Designs Glasses That Cure Passenger Motion Sickness

Automaker Designs Glasses That Cure Passenger Motion Sickness
Brand Activation & Immersion

Citroën's special glasses let queasy passengers relax or even read and use their digital devices without discomfort, extending the brand's reach by attempting to eliminate a common pain point for car travelers

Dave Pinter, PSFK
  • 12 july 2018

Summer travel is supposed to be an enjoyable experience. For people prone to motion sickness however, the thought of spending hours as a passenger in a car can be dreadful. Car maker Citroën studied the condition and found that one in three people experiences motion sickness symptoms at least once in their life, so the automaker took on the challenge of finding a cure for the symptoms that could function as an alternative to taking medication, fitting with the brand’s mantra of providing comfort for all.

Citroën’s solution is SEETROËN, the first pair of glasses that eliminate motion sickness. The glasses employ fluid-filled rings that trick the wearer’s brain into seeing a level, stable horizon. The four rings can resolve the horizon to the wearer for both side-to-side and forward-and-back movements. The rings were initially developed by startup Boarding Ring for sailors. Tests conducted by the company revealed an efficacy rating of 95%, meaning nearly everyone can experience better travels.

The SEETROËN glasses also don’t need to be worn very long for he benefits to kick in. They instruct wearers to put on the glasses as soon as they experience the initial symptoms, and after 10 to 12 minutes, the glasses enable the mind to resynchronize with the movement perceived by the inner ear while the eyes focus on an immobile object such as a smartphone or a book. Then wearers can take the glasses off and enjoy the rest of their journey.


Citroën worked with Paris based design collective 5.5 to develop the shape of the frames. They arrived at a one-size-fits-all design that works on head sizes from children to adults. The SEETROËN glassless frames can even be worn over the top of prescription frames to benefit those who already wear glasses.

These glasses function as a valuable extension of the auto brand, showing customers that Citroën cares about the quality of their vehicle use and provides post-purchase support. The first run of SEETROËN glasses has already sold out. Citroën expects to begin sales of the second production run in September of 2018.


+brand activation & immersion

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