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Edizioni Ariminum Srl - Via Negroli, 51/A - 20133 Milan - Italy

The First International Optical Magazine

March 2014 Special Mido

Special

Mido

The First International Optical Magazine • March 2014


Summary

Special

Mido

Milan - Italy 51/A - 20133 Srl - Via Negroli, Edizioni Ariminum

ine cal Magaz onal Opti Internati The First

In this issue we speak about...

Fashion trends INDUSTRY new products, marketing and economy.

14 March 20

Special Mido

ch 2014 ine • Mar cal Magaz onal Opti Internati The First

Vedere International March 2014 Publishing Director: Isabella Morpurgo

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Editorial Fairs

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6 Mido 9 International Vision Expo East 10 Optrafair 11 Diops 12 Opti 15 Ioft

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Highlights Trends New at Mido News Point

3Weeks later 45 Adlens 62 Agnona 62 Alessandra Nathan 62 Andrea Crapanzano 45 Astucci 40 Beat Christ 31 7 Bocconi University 50 Castellani Glasses Coppe & Sid 40 David Grandelis 45 Days 50 12 Dieter Dohr Eric Lefort 62 Ermenegildo Zegna 62 Eté Lunettes 37 Eye Technologies Group 54 Face à Face 34 45 Federico Riva Francesca Conti 38 Francesco Moser 50 Franco Sordelli 52 Frost 48 GlassUp 18 Gold & Wood 37 gotti Switzerland GmbH 35 - 62 GFC 38 Gianfranco Conti 38 Google 16 44 Ic! berlin Inspecs 62 Intel Capital 17 iOptik 20 INVU 30 62 Italia Independent 62 Jason Kirk Jerry Dreifuss 30 J.F.Rey 62 Katy Verbrugge 47 Kenmark Group 36 37 Key Optical Europe Lara D’ 43 Lara D’Alpaos 43 Lilliput 34 Lindberg 41 57 Look Vision Marcel Ostertag 48 Marion Frost 48 Matinèe 45 Marc Newson 56 62 Marchon Eyewear Marco De Davide 62 Mark Truss 10 44 Mathias Bothor Milano6769 54 Mnm Optix 58 Mondottica 62 Neyman Jr 62 Nicola Zotta 62 NoEnd 50 Oakley 17 OKObyOKO Paris 39 Omas 59 Oxydo 60 OWP Brillen 42 36 Original Penguin Pascal Jaulent 36 Police 62 Pull Up Case UG 32 Rankin 62 Recon Instruments 17 Reed Exhibitions 9 Rokivo Inc. 20 48 Rolf Spectacles Roussilhe Productions 42 Roberto Cabras 34 Safilo Group 56 Seraphin 47 Sigrid Calon 60 Sven Gotti 62 Swiss Eyewear Group 30 Technogym 16 The Vision Council 9 Tom Loughram 9 Topcon 46 Trenti Industria Occhiali 34 Touch 52 Vera Wang 44 Walter Da Rin 34

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Prevention, counterfeit, smart glasses and other tales

l a i r o t i d E

A bright side of our work as journalists of trade magazines, as witnesses and curious investigators of a specific industry, is to follow very different topics. In our case, to talk about optics and eyewear, we can range from fashion to technology, moving from vision problems to sales techniques for children collections, and then try to understand how 3D printing is developing or how the fairs of our industry are evolving. It happens even to be amazed by the news that in Italy 70% of parents do not consider essential the eye examination for their children, despite the numerous information campaigns implemented by associations and companies. Speaking of prevention, we learn from sociological and behavioural studies that talking about it in a univocal way is not enough, it is essential to put in place different information techniques for men and women interlocutors. In fact, women have long since assimilated the concept and implement it by submitting, in a high percentage, to various controls that medicine has to offer. Men, on the other hand, seem to be more reluctant, the fear of the disease turns into fear of any preliminary examination, best not to deal with it and do not know. With the result that in the older age the intervention to treat becomes more expensive and risky, even with large burdens for health care spending of different countries. Writing about optics and eyewear means also dealing with counterfeiting and ascertain how much the Internet exacerbated the problem, making it even more difficult to control. A fascinating note comes to us by technology, I am always enchanted in front of a 3D printer at work. But even here we must try to understand. Which is the difference between a machine on sale for only few hundred Euros and another one that costs many tens or hundreds of thousands Euros? The first eyewear made with this technology are

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The First International Optical Magazine

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Edizioni Ariminum Srl - Via Negroli, 51/A - 20133 Milan - Italy

March 2014

The First International Optical Magazine • March 2014

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coming on the market, so we cannot speak about it as just a way to improve and make prototyping faster anymore. There are also the first opticians who propose custom frames. This technology is still not very exploited in our industry, except of course in large companies, and it will be interesting to see the future developments that are taking place at an exponential rate. The future is already here with smart glasses that, even Claudio and Isabella Morpurgo 1977 before being diffused, triggered the war between the various manufacturers. Will opticians be a sales channel for this kind of products? Until now the trade Exhibits specialized in optics and eyewear have not yet dedicated a lot of space to them but they should give smart glasses attention soon. Trade Shows, a mixed blessing for us, journalists in the industry. Kilometers travelled in search of new products, of different ideas, of interesting personalities, of the starting point for a topic that might be interesting for our readers. Nr. 1 - 1953 Mido, to date the most important event in our industry worldwide, is coming. The pavilions in Milan will be again soon a bustling meeting point for thousands of professionals. The economic situation in many countries is still difficult, several markets, once valued customers, are closed because sadly disrupted by the winds of war. The results of the Opti show in Germany last January gave us some hope again and, as I write, 100% Optical, the first exhibition in London, is about to take place. An unknown factor that we hope will prove to be positive. Soon after Milan the optical world will move to New York for Vision Expo. When the picture of the first part of 2014 will be full we will dare to do an initial balance. Fingers crossed and good luck! Isabella Morpurgo publisher isabellamorpurgo@vedere.it

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Fairs

What’s in store this year at MIDO M

ido 2014 will last 3 days, from Saturday 1 to Monday, March 3: Three intense days, full of surprises and novelties, guaranteed by the creativity and genius of the designers and professionals who continue to conceive and design essential objects. The 44th edition of the International Fair on Optics, Optometry and Ophthalmology will be held as usual in the futuristic pavilions of the new Rho – Pero Fairgrounds, near Milan.

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The organizers report that this year we will see some significant returns from exhibitors including Rodenstock, Essilor and Modo and important confirmations among the big players in the industry. The major companies have all confirmed their presence and is especially worthy of note the fact that some of them have decided to invest on Mido significantly increasing their space or providing areas specifically dedicated to the business. There will also be the debut of 120 new small and me-


dium sized companies who have chosen Mido as a privileged place to be known and appreciated by buyers from all over the world. Online registration From this edition of Mido visitors can register online and print directly their entry badge to enter from the Fastlane entrances of Fieramilano. Among all those who have registered online will be drawn the winner of an iPad. All visitors who registered online will then be entitled to a discount of 30-40% on the Trenitalia tickets to Milan, for travels originating from all the cities of Italy. The exhibition layout An exhibition layout “rethought” to facilitate and rationalize the visit with the aim of making the visit of business operators always easier. Collaboration with Bocconi University Another change concerns the collaboration of Mido with the Bocconi University. Following a presentation of Mido in the context of the Master in Marketing and Communication at the Bocconi University, six students have developed a project to be implemented at the fair, with the aim of placing the accent and emphasis the process of buying and consumption experience. The Board of Mido liked this idea and decided that it has to be carried out ​​by those who have proposed it.

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Fairs

Two big news: Bestand award and MIDOUNVOLTO (Mido a face) All exhibitors at the fair this year will be involved in an exceptional competition: the Bestand Award, an idea born from the collaboration between Mido and Bocconi University. The experience of consumption has become a very important marketing element and companies should aim more and more to become “providers” not only of products but also of emotions and experiences related to their brand. From this premise the idea of ​​creating a genuine competition among the exhibitors at the fair was born. Entry to the competition is automatic. The award will go to the company that will be able to set up the booth more attractive, original and communicative. Each visitor, through MidoApp and mobile site, will have the opportunity to express their preference in each hall. The competition envisages a single winner: the stand that obtains the absolute majority of votes. The awards ceremony will take place on Sunday, March 2nd at 6 pm in the Fashion District Pavilion. The most voted exhibitor will receive a prize of exception: the opportunity to choose his own exhibition space at Mido 2015.

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For the first time, also the city in Milan will be colored ... by Mido. The event Midounvolto will animate the city center, with the intention of bringing consumers to the most important world event dedicated to the world of eyewear. An event open to the public, designed for a young target, but open to all those who love glasses. A series of “clues” will appear in the city, accompanied by some happenings both real and virtual. The details are still top secret, but will be involved the entire city of Milan. A train for Mido Following the great last year success, Mido decided to repeat “A Train to Mido,” the free transport service dedicated to the opticians who will have at their disposal a Frecciarossa train leaving from Rome. OUTOFMIDO Mido will come out again by the logistical and timing constraints of Fiera Milano because OutofMido will make an encore. After its debut in April 2013, this event has been again confirmed for 2014 and the date with the best in eyewear design will be during the Salone del Mobile in Milan.


Vision Expo East Opens New Pavilion The USA eyecare profession’s premier destination for networking, continuing education, and information exchange

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he International Vision Expo co-owned by The Vision Council  and Reed Exhibitions, will return to the newly renovated Javits Convention Center in New York March 26-30, 2014 (Education: Mar. 26-30, Exhibition: Mar. 28-30). “International Vision Expo continues to position itself as a leader in world-class content both in the classroom and on the show floor,” said Tom Loughran, vice president for Reed Exhibitions. “This year we’re giving attendee and exhibitors more access to each other by flanking either side the Medical & Scientific and Lens & Lens Processing Technology Pavilions with education and with the popularity of our Galleria, we are introducing an expansion of the pavilion called Galleria on Main giv-

ing exhibitors more opportunities to reach boutique and high-end optical buyers.” The event will welcome also more than 100 affiliate partners and alumni groups. The expected huge attendance marks a significant increase in the number of professional, alumni, charity, and publication affiliate partners who recognize Vision Expos as the eyecare profession’s premier destination for networking, continuing education, and information exchange. For the first time at Vision Expo East, a new Education & Partner Pavilion will open for affiliate partners. The pavilion is located in the Special Events Hall on level one, accessible through the Lenses & Processing Technology Pavilion, and will host up to 25 events over three days.

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Fairs

Eyewear takes centre stage at Optrafair London 48% of registered visitors are from independent practices

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PTRAFAIR London beckons with a tremendous choice of new eyewear launches and styles to suit every practice need. The UK’s Federation of Manufacturing Opticians is proud of the large number of UK and international frame companies that are being drawn to the stylish show at Kensington, Olympia, from 11-13 April. Mark Truss, FMO Frame Focus Group Chairman, highlighted the FMO’s delight at the breadth and choice of frame exhibitors showing in the man hall and within the Fashion Quarter. “A major new entry to the optical calendar, Optrafair London is being supported by our leading UK frame companies along with many international names. Being in Central London it makes this show the obvious choice for out-of-town visitors and with so many leading companies involved we are really excited and looking forward to a great event.” Specialists in every aspect of optics – and how the benefits can be brought to patients – are set to be Optrafair London. Many will be speaking as part of the free to attend three day CET lecture programme which runs at Olympia from 11-13 April. Peer Review sessions and workshops also bring an abundance of opportunities to really engage with the experts.

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Covering everything from contact lenses for children and the presbyopic; dry eye; treatment and referral advice from a range of specialist ophthalmic surgeons; latest advances in Optical Coherence Tomography and other diagnostic technology; the paperless practice and clinical record keeping; plus building the best relationships with your patients. Sponsors ABDO, Bausch + Lomb, BCLA, Carl Zeiss Instruments, Cooper Vision, Essilor, FMO, FODO, Heidelberg Engineering, Hoya and Topcon have ensured that the most inspirational speakers are gearing up to offer their knowledge to those who are looking to the future. Visitors from Australia, Austria, Croatia, France, Greece, Hong Kong, Italy, Morocco, Netherlands, Nigeria, Pakistan, Portugal, Saudi Arabia, Spain, Sri Lanka and USA are among those who have booked their flights and pre-registered for Optrafair London. Some 10% of those already registered are coming from abroad with other visitors drawn from every corner of the UK, and with many keen to make a good weekend of a trip to the Capital. 48% of registered visitors are from independent practices with the decision makers keen to see the hundreds of new product launches and the broad array of business management and IT providers, diagnostic technology companies and to source new suppliers for their frames, sunglasses, lenses and lab work, contact lenses and sports eyewear. More than 300 brands will be represented from more than 120 different suppliers – and many with enticing show deals on offer.


The 2014 Daegu International Optical Show Korea’s one and only eyeglass fair

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he 13th Daegu International Optical Show (DIOPS) will be held at Daegu EXCO from April 16 through April 18. This year’s DIOPS will be inviting about 210 companies, as it did last year, in the 20,077m2 venue and visited by about 17,000 people, including about 800 international buyers. Last year’s DIOPS attracted many buyers from abroad despite the instability in the North Korean politics to prove its position as an international optical fair. Hosted by Daegu Metropolitan City and organized by Korea Optical Industry Support Center (the “Center”), DIOPS is the leading specialized fair of Daegu that has already been held 12 times and the only fair in the optical industry held in Korea. The DIOPS Secretariat has visited the world’s major fairs to promote DIOPS. As a result, it has been visited by the lead-

ers of major optical organizations and associations around the world and the big buyers in the eyeglass industry and increased the number of buyers seeking Korean companies every year. The Ophthalmic Optics Conference separately hosted by the Korean Society of Vision Science, the Korean Ophthalmic Optics Society, and DIOPS until last year will be integrated to hold the “International Optical Conference.” The keynote speaker will be Steven A. Loomis, the Vicechairman of the American Optometric Association (AOA) and the Head of Designer of Luxottica, the major name in the eyeglass industry, will be invited along with many other speakers specialized in various topics to offer substantial training programs for the manufacturers, opticians, academics, and students.

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Fairs

The Weekend for Optics Following 2014’s huge success, opti 2015 will also be held from Friday to Sunday

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pti in Munich is the perfect start of the year for the international optical industry and trade. Next year, opti will again be held from Friday to Sunday – from 9th to 11th January 2015 on the fairground Messe München. “We are pleased to have come to an agreement with the operator of Messe München”, says Dieter Dohr, chairman of the management board of the GHM Gesellschaft für Handwerksmessen mbH. For months, GHM had been in numerous talks concerning the date of opti 2015 because, initially, the halls C1 through C4 were only going to be available for opti from Thursday to Saturday.

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“The crucial factors for this decision were not merely the fact that the whole industry is carried by the momentum of opti 2014’s great success, but also the considerable degree of importance that opti has achieved both nationally and internationally“, Dohr explains. For GHM, it has always been about fixing the most suitable date for exhibitors and visitors on the one hand, and about offering the largest possible choice to opticians on the other hand – and all that right at the beginning of the year. According to Dohr, this year’s opti impressively demonstrated how much visitors and exhibitors appreciate the early date as well as Munich as an attractive location with an outstanding infrastructure for the trade show. At opti 2014 approximately 500 exhibitors from 34 countries have presented their new products to more than 24.000 visitors from more than 80 countries. Over the course of opti 2014, its organisers still had to assume that opti 2015 was going to be held on Thursday through Saturday. “Now we have reached an agreement with Messe München: we were reassured that we will be able to hold opti on a weekend as usual, from Friday to Sunday, 9th to 11th January 2015.” A great kick-start for the optical industry.


Fairs

IOFT 2014 Annual platform to meet, connect, negotiate with Japanese and Asian buyers

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espite these trying times for the industry IOFT 2013 gathered last October 245 exhibitors from over 16 countries, 13,801 visitors from all over Japan, Asia and the world. Exhibitors made average sales of JPY 19,180,000 and total sales of JPY 470,000,000 throughout the 3-day show period. The necessity of adapting to market/industry conditions participants’ needs is becoming increasingly important. The Japanese economy is making a strong revival and business seems to be taking a positive turn. Under the new government, Japanese Nikkei stock average is now soaring up and recently luxurious good such as jewellery, expensive watches, imported cars etc. are selling vigorously in Japan. Combining this with the effects of the Tokyo Olympics in 2020, IOFT Show Management considers the coming years to be an ideal time for brands, especially overseas brands to find business in Japan. For a successful business, IOFT considers communication

and smooth scheduling is essential. IOFT will be providing extensive support to connect overseas brands with Japanese and Asian buyers. IOFT considers the mood and atmosphere as one of the important factors when negotiating business. After the official show hours are over the exhibition hall will transform into a social venue. From 18:00 to 20:00 every evening, IOFT will provide refreshments and finger foods to be delivered to the booth of exhibitors who are interested in utilizing this service. “tide” is the exhibit area, within IOFT, dedicated exclusively to stylish and edgy international designers. To boost business in the tide area, IOFT 2014 will be providing extra privileges for brands interested in exhibiting in tide. Among other new initiatives, a special lounge within the “tide” area, will be available to the exhibitors to receive visitors and press delegates in a light and friendly atmosphere. There will also be advantageous proposals and additional services for the stands in this area.

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Key word: Wearable Technology

After smart watches, an international race against time has begun to be the first to bring out smart glasses, the intelligent eyewear. And it is an all-Italian hi tech challenge...

by Alessandra Albarello

HIGHLIGHTS

Google Glass (photo courtesy Google)

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n Wim Wenders’ 1991 film Until the End of the World a hitchhiker records images to transmit to his sight-impaired mother (Jeanne Moreau) with a special device which is then shown to be capable of recording dreams. In actual fact the video camera glasses worn by Max von Sydow, Solveig Dommartin and Jeanne Moreau were specially ordered by Wim Wenders from Alain Mikli for the film. Soon afterwards they were made commercially and even appeared on fashion catwalks. They were one of the first experiments in wearable technology and Wim Wenders and Alain Mikli showed in the film just how forwardlooking and decidedly avant-garde they were at a time

when such things were not even dreamed of. Set by this German director in a science fiction, imaginary future (it was actually only 1999!) scenario, that invention has now been transformed into real life and is so important that it continually attracts new flows of energy and investment. It is a revolution which logically first materialised in the United States and it was Google which first launched its Google Glass and has recently transformed them into daily accessories. The company has, in fact, just brought out four glasses frame models in every sense for the devices enabling you to receive and view a myriad of information thanks to a simple one-touch temple button and a voice command. It was clear right from the start that one of the contexts of choice for these glasses was likely to be sport and fitness, above all, for a very practical reason - that they are hands free. And it is precisely Technogym, symbol of Italian excellence in this sector, which has brought out a treadmill which you can interact with using Google Glass. The new innovative UNITY technol-

Tapis Roulant by Technogym with Google Glass (photo courtesy Technogym)

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Key word: Wearable Technology

Recon Jet by Recon Instruments

Ideal for sport Still on the subject of sport, a mini revolution is taking place in the swimming pool now as well which is called Instabeat, an ‘intelligent’ device to fix to normal goggles which was designed in Lebanon by swimming champion Hind Hobeika. It is an ultra-light tool weighing only 30 grams which records a series of parameters

Google Glass (photo courtesy Google)

HIGHLIGHTS

ogy enables you to use Technogym’s new console to access all the machine’s programmes and functions using only voice commands and receive personalised training feedback on Google Glass. When it first came out in January at the ISPO fair, Tecnogym’s Treadmill with Google Glass won the ISPO Product of the Year 2014 award.

using sensors (heart rate, breathing, calories, laps completed) to signal the training level attained in real time with different light colours. All this information can then be downloaded via USB to your computer and be analysed and compared with previous results in order to improve your performance. It costs $149 and can be send anywhere in the world. Sport is thus the ideal context for testing and introducing new technologies in relation to intelligent eyewear because it is particularly receptive to them. Like Recon Jet, the products of the Canadian company Recon Instruments and ideal for all sports but particularly the more extreme ones. Whilst Recon Jet currently have a purely sport vocation they are certainly also taking part in the ever fiercer style race. Their recent restyling and Intel Capital’s decision to invest in an increasingly avant-garde and ‘invisible’ technology which makes Recon Jet unbeatable is further proof of this. They weigh only 60 grams and are available exclusively on the company’s website at a price of $599. Oakley, too, has been pursuing its own coherent trajectory in the

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Key word: Wearable Technology

GlassUp Rendering

sports context as the company which first integrated advanced technology into glasses and monogoggles. One of its latest innovations is Airwave™, monogoggles with built-in heads up display that integrates GPS and Bluetooth and enables you to connect to Facebook, access your music playlists and so on. It is a veritable console at a glance... The Italian challenge But the absolute novelty comes from Italy which is, for the first time, throwing itself into the international arena with the hi-tech titans. GlassUp is the first 100% Italian made smart glasses project born from the insight and insistence of company CEO Francesco Giartosio who has also managed to bring Gianluigi Tregnaghi and Andrea Tellatin into this adventure. We’ll have to

HIGHLIGHTS

Instabeat (photo courtesy Instabeat)

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wait a little, however, to see them because they are expected to be released onto the market at the end of the summer of 2014 at a price of $299 to the public. The special aesthetic research that goes into these glasses is emblematic of a new tendency to a more generalised and daily use for smart glasses which are totally ready now to replace reading and sunglasses. Their applications are infinite and the special feature of GlassUp is that images are reflected directly onto its right hand lens which thus remains transparent allowing you to view them without taking your eyes off the person you’re talking to or the scene you’re looking at. The method chosen to find the necessary funds for the project is also unusual. Presenting them on Indiegogo, an international crowfunding site, earned GlassUp almost the whole of the sum required. In a world in


Key word: Wearable Technology

Instabeat (photo courtesy Instabeat)

HIGHLIGHTS

Instabeat (photo courtesy Instabeat)

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which communication metamorphoses rapidly modifying alphabets and languages which spread like wildfire in various contexts and replace existing ones, smart glasses have also found an interesting application in museums where augmented reality is now not just a dream. A project is now under way at Turin’s Egyptian Museum, for example, which was developed in partnership with Rokivo Inc. (Italian start-up with headquarters in New York) which enables the hearing impaired to visit the museum using Google Glass4Lis with integrated sign language. There’s a buzz in the air then and we know for certain that many other companies like Samsung are getting organised into strategic alliances to launch their own smart glasses onto the market, accessories which will soon be a must have leading on from

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the success of smart watches. Super sight is a temptation which not even the contact lenses sector has been able to resist. Innovega’s iOptik stands out from the crowd here with a product which is still in progress but which will be true science fiction. Reinforcing visual capabilities, they offer you the chance, if you wish, to interface with special eyewear for a full smart glasses multimedia experience. While Google is exploring another interesting field of application - medicine - studying the possibility of creating contact lenses able to detect glucose levels in tears. So the challenge is open to everyone and Crédit Suisse have forecast that the wearable technology market will be worth 50 billion US dollars 3 to 5 years from now. Real life has overtaken fantasy by a long way.


TRENDS OKObyOKO

JOY ERMENEGILDO ZEGNA

Face a Face coll Bocca sexy

INSPECS

Desire of lightness, even in the soul

Kenzo

LANVIN

Happiness in the play of shapes, materials and decorations

JUST CAVALLI

Opposit by Allison OGI SERAPHINE Area98 La Matta

VOGUE EYEWEAR JFREY FUSION

Color helps body and mind to regain their natural balance

STING

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TRENDS

Timeless

Hard to go wrong with shapes, colors or brands that are part of our lives and, sometimes, even of the generations who came before us

BLUMARINE

DSQUARED2 EYEWEAR

LOZZA

GIVENCHY

POLICE

RAY-BAN

PERSOL

TOM FORD

MONTBLANC

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Let’s call it vintage, classic or revival, it is actually a style that reassures us because we know it is never wrong


TRENDS

So Chic

Dolce&Gabbana

Ca Va Se Voir Balmain

Sophisticated forms and details, fine leathers and unique decorations, historical brands, all conspire to create persuasive and fascinating allure models

Furla

Op pos it

Giorgio Armani Sonia Rykiel

Swarovski Tod’s

Soft hues or lines more aggressive but always with elegance as the common denominator 26

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TRENDS

Tech

Greater than Infinity

Timberland

Essential design, architectural structures, technology and lightweight materials such as titanium or old like wood but bent to modern needs

Kenzo

Costume National by JPlus

Password: minimalism supported by flexibility and lightness Glorify

Research and experimentation are combined in models designed for future metropolis 28

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Modo

Woodone

Oakley


New at MIDO

INVU from Swiss Eyewear Group The next generation polarized impulse purchase brand

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EG - Swiss Eyewear Group (International) AG in September 2013 launched the new INVU trademark. Pronounced “in view”, and spelling out “I Envy You”, this new brand is a 100% Ultra Polarized sunglass line aimed squarely at the impulse retail price point of €45-65. Offering high commercial potential for the optical and specialist trade, the line has been designed and developed by a team of highlyexperienced eyewear professionals who intimately know the polarized impulse market segment. SEG, in fact, was founded by key members and leaders of the former Polaroid Eyewear Design, Marketing and Sales Management Teams. “We created a brand that appeals to a wide target group and offers exceptional value for money”, says Jerry Dreifuss, former Global Marketing Director of Polaroid Eyewear and now CEO

Classic Woman mod B2400B

of SEG. “We are also offering superior quality frames and use our high performing ultra-polarized lens in all our INVU products. With this mix we aim to become the new number one polarizing impulse brand over the coming few years.” The 100% polarized INVU collection is built around a core of best-selling styles for both men and women with a range of frame and lens colour combinations that is guaranteed to see product “fly off the shelves”. In addition there is a substantial “trend segment” that manages to retain a strong commercial slant, as well as a proven range of sporty street styles that appeals to the younger target group. Not forgetting the vitally important prescription lens wearer, the INVU range includes carefully designed, high-quality clip-ons and over-specs (Easyfit range). Lastly the pre-teen market is covered with a stunning range of children’s sunglasses which are often adult best-sellers “sized down” to comfortably and snuggly fit on a child’s face. Early retail testing of key styles has been exceptionally positive, clearly demonstrating that the consumer responds well to the INVU brand, price and product lines. Ultra Polarized Lens Technology All INVU products feature the Ultra Polarized Lens, offering consumers crystalclear, glare-free vision with improved colour contrasts, less eye fatigue and a better perception of detail. In addition, the lenses have a highly efficient UV absorber

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Trend mod T2414B

that eliminates all harmful UV-A and UV-B light all the way up to 400 nanometers. The Ultra Polarized Lenses combine nine special layers including a polarizer, colour enhancers, UV-absorbers, impact absorption layers and hard coatings. With the product lines comes a tailor-made marketing concept for retailers. The SEG Marketing Team has paid particular attention to detail to ensure that all support material is fully in-line with the positioning of INVU. The core of the marketing concept is the new INVU campaign that shows end-users the benefits of the INVU Ultra Polarized sunglasses in a fresh and creative way. Along with the campaign there is a new, attractive merchandiser range designed exclusively for INVU. These merchandisers address the needs of today’s optical and specialty retailers who demand a “small footprint”, a design that fits with the interior of their retail space and a selling tool that has all the relevant product information included in the display. Lens demonstrators in a new “colour-technology” are available for the counter, included in all merchandisers, and are also featured in every INVU sunglass case. Appealing show cards, mirrors, window displays and attractive giveaways, all styled in the new INVU look, round out the programme. The 2014 INVU Trend Collection is dominated by vibrant colours. “When using strong colours the

challenge is to make sure that the aesthetic of the style is not compromised when the glasses are on the face” says Beat Christ, Head Designer of the Swiss Eyewear Group. This is why the collection uses the strongest colours on the inside of the sunglasses while using more discrete colours and combinations for the outside surfaces of the frames. These glasses nevertheless make a very bold fashion statement with matching colours and graphic designs on the temples along with multi-layer coated mirror lenses in a variety of popular colours. Another eye-catching trend in the new INVU collection is the combination of shiny and matt colours. Shiny fronts in black, dark blue, olive green, brown or burgundy are combined with vibrant matching matt temple designs. The 2014 INVU Classic Woman’s Collection offers elegant 6-base petite models, ideal for use with prescription lenses, as well as elaborate larger styles. The INVU Men’s Classic Collection is dominated by metal frames with simple yet sophisticated designs. For people who enjoy an active outdoor lifestyle, the 2014 INVU Activity Collection offers numerous “must have” styles. The collection utilizes soft, rubberized materials with a meticulously curved 8-base lens for the perfect anatomical fit. The designs avoid the use of metal pieces in order to avoid potential injury during active and high-impact sports. Last but not least, the INVU Kids’ Collection is divided into three age segments: 0-4, 4-8 and 8-12 years old.

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New at MIDO

The Pull Up Case System Sales persons will find their daily work much more comfortable

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ULL UP CASE UG (Villingen-Schwenningen, Germany) produces and distributes sample bag systems for different industrial sectors, including the Optics, Jewelry and Shoes fields. This companies designed a new collection case concept, that is different to the conventional product presentation. The shelf system is pulled up out of the case with an “accordion” system. This technology allows both a higher capacity and a more comfortable handling during the product presentation. Each case allows to carry up to 360 frames, housed in various types of trays that can be also customized. Already many sales professionals have chosen the PULL UP CASE system. Annoying opening and closing of trays is the past.

The Pull Up Case opened

Organizing a well-timed out and efficient presentation is question of few minutes. At Mido will be presented more colors , more sizes and new models. A leather case among them. The new leather case

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New at MIDO

Trenti Industria Occhiali celebrates 55 years of activity The future faced with tenacity and positivity

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renti Industria Occhiali, the historic Cadore company, manufacturer of acetate frames, metal and combined, in 2014 celebrates 55 years of activity. Still led by its founder, Walter Da Rin, is a living and dynamic reality in the eyewear industry and is ready to face the future with determination and positivity. Its aim is to strengthen the identity of its flagship brands, Lilliput- children collection and Roberto Cabras designer collection and find new customers for whom study and produce custom collections. The customer who wants his own line find in fact the ideal partner in Trenti. The designer Roberto Cabras and the technical team that supports him are specialized in caring for this kind of customer, choosing from the large collection of samples shapes or studying a whole new collection directly with the customer.

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Each frame is treated by expert hands that finish it with lovingly and painstakingly handicraft. The attention to detail and to quality perfect each product because the glasses must reflect the identity of the brand to represent. The well known Lilliput line, created in 1979, is divided into two collections, one from 2 to 9 years for the youngest, with various forms of acetate and metal, including some technical models with curly end pieces, and LPT by Lilliput, the new collection that targets children aged 9 to 12 years. Shapes and colors that are inspired by the models of mom and dad, mainly in acetate, caliber from 45 to 49. The elegant Roberto Cabras line proposes a wide range of eyewear for men and women in metal or acetate; sophisticated models in large calibers as required by fashion, produced with materials such as wood and bamboo, or embellished with Swarovski rhinestones. Trenti is UNI EN ISO 9001: 2008 certified.

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As cool as ice Nothing seems to be sportier or cooler

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ith their sleek look and ultrathin flat metal, XMEN and XANDRO by götti Switzerland GmbH evoke the daring of James Bond. The mirrored lenses and unusually thick metal edge make these models distinctive and leave nothing more to be desired in terms of coolness. Light as a feather. These sunglasses are presenting a slight sense of glamour and a strong statement. The masculine touch is cushioned by the soft bridge, reflecting the gentle core lurking within any common hero. Wonder Woman is wearing XANIA in the popular oversized look. The glamorous touch is emphasizing her feminine features and her strength at the same time. The sunglasses are designed with the innovative folding technology of 360° turnable temples which enables stowing of the glasses in a flat case in any pocket, making them practical and space-saving. At the same

time, eyeglass frames with the so called SPIN&STOW temples are very light and inherently stable, while the material offers pleasant wearing comfort. The eyeglass temples are made from high-quality epoxy. SPIN+STOW temples are extremely flexible and skinfriendly. The sunglasses are all made of stainless steel and are providing wearing comfort. Available in black, gold, silver, yellow, pink and white.

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Xmen and Xandro

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New at MIDO

Capsule Collection Punkit! A surprising new collection in the name of rebellion and audacity

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t is exploring the territory of audacity and contestation that Pascal Jaulent, co-founder and designer of the brand Face à Face, imagined investing in the world of the PUNK movement. For this project they reissued several meters of Royal Stewart, the aristocrat tartan of which the Punk appropriated from the outset. The Punk it! collection thus came into being last fall through the first two models, genuine collectibles. After the first “manifesto” glasses which introduced this

capsule collection on the register of rebellion and outrage, Pascal Jaulent today offers this theme on softer versions but always surprising. Decorated with small nails embedded at the end of the temples, and playing on sharp volumes that reflect the light highlighting their strong personality, these optical frames and sunglasses will seduce women and men with bold personality.

Original Penguin Eyewear A collection with its own personality

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any retro eyewear collections struggle to say something new. Bringing people out of that box is what Original Penguin Eyewear is about. Kenmark Group (Louisville, KY, USA) capture the vintage vibe engrained in the DNA of the brand, without recreating styles from the past.

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Collaborating with Original Penguin and their extended licenses more than a year in advance, Kenmark determine themes for the next collection. This process of sharing clothing, accessory and crosscategory trends provides a resonating focus shaping the brand story. This is how the result is a collection with its own personality and appeal to consumers. Pick up any Original Penguin style and you’ll notice the attention to detail. You may not have seen the acetate before—you haven’t, it’s custom created. It may feel different—it’s been hand-polished. Swing the hinge into action and you’ll notice the smooth precision of an Austrian or German hinge. These details are subtle, yet provide the wit and quality that makes a difference.


The new collections by Eté Lunettes Distinctiveness and design…

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orn from the research and creation of new materials and combined to the know-how and ability of the craftsmen of Key Optical Europe (Scarperia, Florence, Italy), each Eté frame is unique and unrepeatable. Eté is characterized by three distinctive collections, the Feathers, the engraved Plexiglas and the Wood.

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Feathers: Color, Lightness, Fascination Wood: Quality and style The chromatic effect of this collection has been obtained using real natural feathers, selected for their quality and sophistication. The treated and dyed feathers are placed by hand, one by one, in a symmetrical manner, between two acetate sheets. It has been worked and refined with craftsmanship to make it unique and exclusive.

In the new Eté men’s collection, the combination of metal and wood bonds in a new way giving rise to a modern and sophisticated frame. The trendy metal

Plexiglas: Elegant hand-engraved and refined forms This collection has been obtained from a Plexiglas sheet, a highly transparent and crystalline acrylic material, which further enhances the engraving effect achieved entirely by hand through the use of micro cutter, without the help of any molds nor lasers.

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front is in stainless steel and the wooden temples are revisited with an aluminum décor insert. The Eté wood collection is finished by hand. The passion of the company for the world of eyewear, the quality of the material, the ability of the craftsman and the desire to experiment with design and nature all came together giving life to this new Eté collection.

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New at MIDO

Cosmos and Haris Gold & Wood is set to unveil several mod Cosmos new Eyepieces under hyperbaric pressure. This method gives these living

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Francesca Conti

s usual, Gold & Wood sustains its position as a pioneer of unique, high quality and innovative design in several ways. A feature that gives the “Cosmos” Eyepiece a strong identity is the innovative double hinge joint. This integrated flex and end-tips is a technological innovation that has been the subject of a patent by the R&D teams of the Luxembourg based Eyepiece workshop. The ergonomic design illustrates the mastery of an innovative assembly process of wood veneers, aluminum and buffalo horn

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mong the leaders in the manufacturing industry, Italian small and mid-sized companies represent some of the best examples of this technological excellence. GFC, based near Milan, has been established thirty years ago by GianFranco Conti, whose initials still form the company name. GFC is a well-known firm in the business of professional equipment for opticians and laboratories: its production is entirely based in Italy, with a selected chain of Italian suppliers both for mechanical and electronic components. GianFranco has literally created the frame heater sector, having invented such device: the frame heaters

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and noble materials, more strength and durability. The “Cosmos” model is available in 12 variations, each with spatula branches or the new adjustable endpiece. As regards sunglasses, the craftsmen at Gold & Wood dreamt up another exceptional proposal, the Haris model. The insertion of an aluminum foil at the heart of the double-bar emphasize its elegant lines and ensures a perfect fit of the face. The combination of precious wood and aluminum makes for a light weight (38g) Eyepiece that’s up to 6 times lighter than titanium. Similar to all other wooden Eyepieces from the Gold & Wood collection, Haris is equipped with the exclusive patented “Wood Lock” mounting system.

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that GFC has been building since, are internationally well-known for being reliable and ergonomic. Since 2006, the founder’s daughter, Francesca has been managing the company, boosting its growth further, investing in product design and respecting the company values: constant innovation, flexible customisation and attentive after-sales service. The latest product in GFC pipeline is Fata: its flexible design allows four different configurations of this frame heater. The entry-level configuration can be selected either with a vertical layout, more suitable for opticians’ desks or with a horizontal layout,specifically developed for laboratories: both designs can reach 190°C thanks to their heat concentrator. A more sophisticated version is called Fata Plus whose temperature can be easily adjusted with a rotary knob and can even blow cold air.


New CAC collection from OKO by OKO Paris For her, for him... watch out, it’s hot

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t OKO by OKO Paris, we’ve already seen designer optical frames with a pure and elegant design, and so distinctive – signed by the design offices of the brand. But we were not as aware of this fashion and glamour side of the brand who is very proud to unveil this new CAC collection. For her, for him. This collection will delight of course the followers of designer frames which have character and style. Designer, yes, but affordable for all! What are its characteristics ? Ultra-thin and ultra-light, this CAC collection creates a surprise and gets unveiled and undressed in two steps: first with the outside frame made of

acetate, whose plates are exclusively chosen for the OKO by OKO house – then with the skull of the frame, visible in transparency made of surgical steel with crossing rivets giving it a monobloc character frame. This laminating process has allowed to realize an ultra-thin acetate work and also to use unexpected colors to get a high quality finishing – an ultra-thin result that we could only obtain so far with injected molded frames. The new CAC collection is available in 5 models: CAC12 (for man) in 4 colors – CAC13 (for man) in 4 colors – CAC14 (for woman) in 6 colors – CAC15 (for woman) in 6 colors – CAC16 (for woman) in 4 colors.”

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New at MIDO

Cosmopolitan Eyewear The name of International Cities and their Airport codes identify these design models

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OME – LISBON and ATHENS are the 3 new models in the European Routes (Combo) line of Coppe and Sid. Acetate models which blend different colours on the front/front end-pieces and temples. Different temples shapes have been designed for these models to give additional glamour and make the models more recognizable for style/design and workmanship. Matching, assembling, frictioning, cutting, creating: original colour combinations obtained through experienced craftsmanship. Coppe and Sid products are Handmade in Italy and have a real Lapis Lazuli thin stone inserted in the temple.

Model ATHENS colour 01

They come with a serial number warranty card to guarantee the authenticity. The models are identified by the name of International Cities and their Airport codes to confirm the Cosmopolitan soul of this collection.

Vintage look The new designer collection from Astucci

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eather is not only for the rebel. It is a must have item in everyone’s wardrobe. Leather accessory is always a sought after item, a nice little handbag, a pair of leather boots…. Made with top quality PU and excellent craftsmanship; Vintage Look, the new designer collection from Astucci, gives the cool leathery looks without the high price tag of genuine leather products. Astucci was established in the early 90’s, specializes in eyewear case, they develop custom cases and product packaging for worldwide brand names. The company has locations throughout the world to cater the needs of the clients.

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Wider in Scope, Wider by Design Lindberg also rethinks the humble temple tip

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INDBERG is one of the few eyewear manufacturers in the world to have grown and developed from an optician’s shop. This is clearly reflected in the way the company always keeps a watchful eye on exactly what makes life easier for the customers. And on what helps them please their customers – the potential buyers of a frame. Lindberg is now proposing more sizes and colours for existing model ranges, determined to widen the scope of frame sizes that both opticians and end-users are asking for. The Acetanium range has been extended with new colours and new sizes, while the Air Rim Titanium collections for both adults and children have been widened with models for younger children (ages 3–6) at one end of the size scale, and more models specifically for adults with wider faces (up to 58cm), at the larger end. Lindberg frames are renowned for their remarkable attention to detail, with design solutions that consistently break new ground. In 2014 Lindberg is also highlighting a unique new design for the humble temple tip, making a new full-view temple design available for its ultra-lightweight LINDBERG n.o.w. range. Instead of any traditional shrouding of the temple end, or just using shrouding over the ears, LINDBERG snapmounts hypoallergenic silicone on only three sides of

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the slender titanium temple. The full, uninterrupted swoop of the delicate line of the titanium plate is then discreetly visible edge-on along the full length of each temple.

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New at MIDO

Escape the winter blues Anything goes with the exciting contrasts of the Mexx Collection

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he brand new Mexx collection of OWP Brillen (Passau, Germany) emphasizes intensive colours, matt finishes and a look that will most definitely boost the mood. Forget it’s winter! How about a rich Bordeaux red combined with a delicate rosé or a cool grey? Or would you rather prefer an intensive marine blue combined with a fresh kiwi green and a velvety lavender? An intensive look can also be achieved through a full purple that turns into a bright yellow and a soft chestnut brown. Anything goes with these exciting contrasts. And that is not all: each

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temple has a matt finish, giving the colour blocking effects a particularly beautiful focus. The colour blocking collection offers a total of five styles, of which three have been designed for women (styles 5131, 5132, 5315) and two for men (styles 5133, 5316). Each look is available as metal or synthetic frame, the women collection also offers a nylor style.

Roussilhe Productions A French Manufacturer

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ettled in the heart of the Plastic Valley, Roussilhe Productions create and make acetate frames for over 15 years. Roussilhe Productions is a real industrial site, using the combination of high technology equipment (5-axis machines) and traditional industrial know-how in the optical trade of the “Plastic Valley”, worldwide recognized. It covers the integration of all production stages of an acetate frame such as design, prototyping, machining, hinge assembly and finishing on a surface of 1000 m2. A real asset in a profession where few players are able to offer such a benefit. Roussilhe Productions also dedicate a significant part of its business to manufacture private labels for French and foreign distributors but also for major French retail chain wishing to offer a product certified Made in France. All the products made by the factory have earned the “Origine France Garantie” Label.

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From studies in architecture to practical experience How ideas take shape in a product

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he result of architect Lara D’Alpaos’ mission to design a product unlike any other in the world of fashion is the Lara D’ collection of optical frames. New ideas and high-tech solutions, creativity and design flair all come together in this collection that embodies all the class and elegance of contemporary Italian Style. Thus we have a whole new concept in eyewear design, a distinctive personality trait summed up as Eyewareness.

Colour is more than a mere fashion fad, it expresses state of mind, it changes with the seasons, with the emotions and with the body’s rhythms.

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Moulded by the creative inspiration of the designer who takes colours, then deconstructs and reconstructs them in new combinations, creating original textures and forms that enhance the image of all who wear them. In the Lara D’ collection colours are like single voices woven together by the creative flair of the designer to become one harmonious melody. Ethical issues play a major role in the production of these frames, favouring the use of eco-friendly materials certified for low environmental impact and sustainability. The new GreenLine collection from LARA D’ is made of Grilamid BTR material from EMS-GRIVORY, a bio-base, crystal clear high-performance polyamide. The material can be processed into lightweight, very thin-walled spectacle frames. In addition, this amorphous polyamide, based on castor oil derivatives, is characterised by excellent resistance to chemicals, very high toughness, scratch resistance and exceptionally low density.

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New at MIDO

Hybrid by ic! Berlin Eyewear inspired by Berlin’s underground and fast rail networks

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ast meets west. The underground rises. Worlds collide. Day meets night meets day. Berlin is a hybrid city where everything is possible and anything goes. ic! berlin, makers of world famous screwless sheet metal eyewear, presents its first collection of hybrid sunglasses: superfine acetate rims inside an unbreakable stainless steel frame. This micro collection comprises three models: S2 rummelsburg, a classic 50s shape in a hyper modern finish; S25 tegel, the aviator (naturally); and S42 wedding, a small professorial round-eye. Each model comes in chrome with three colour combinations: obsidian black acetate with black-to-grey lenses, high-gloss white acetate with G15 green lenses, and blue acetate with solid grey

lenses. Even with this new bi-material construction each sunglass still comes in at under 20 grams apiece. These hybrid models are part of ic! berlin’s Spring/Summer 2014 U-Bahn collection: eyewear inspired by Berlin’s underground and fast rail networks (U & S Bahn). Drawing on this underground hybrid theme, friend of ic! berlin Mathias Bothor has created a lookbook styled after the vampire hit of the Cannes Film Festival Only Lovers Left Alive. Ethereal, dark, gothic and urban, Bothor’s lookbook stars friends and family of ic! berlin - including ornamental hermit Friedrich Liechtenstein - in a story of worlds colliding and the underground entering the mainstream. Hybrid by ic! berlin and the Bothor lookbook are both available at Mido 2014.

Modern designs & Traditional Elegance Why Opticians love dispensing Vera Wang

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he Vera Wang Collection by Kenmark Group (Louisville, KY, USA) is designed from scratch and does not rely on suppliers to come up with the ideas. Vera Wang is such a prolific presence in the process that Kenmark created four distinct categories to appeal to all the women she dresses: Collection, Luxe, Salon and Asia Fit. Frame styles range from sleek and minimalistic to glamorous and bejeweled. This is why Opticians love

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dispensing Vera Wang—there is a style and fit for every woman. Better design requires better ideas and better materials. Vera is meticulous about the details, such as the temple gliding softly over the ear or the frame feeling weightless. The eyewear design team must go through many steps to achieve this higher level of frame-making. This is why Kenmark doesn’t rest on the logo to sell the product.

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3weeks later: art, color and eyewear 20 years of evolution in the heart of the Italian eyewear district

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fter a strong and positive debut, 3weeks later (Ponte Nelle Alpi, Belluno, Italy) arrives at Mido 2014 for the second time with a new event in progress lasting 3 days, confirming the choice of minimizing the structure of the booth and investing in the talent of young artists from the Brera Academy of Fine Arts in Milan. Through drawings and paintings, using a street style deliberately free from marketing impositions, Andrea Crapanzano and Federico “F’Ette” Riva will express their point of view on emotions, moments and movements of the event and of the eyewear collection. With a final, secret, surprise. The artistic performance takes place at Mido Design Lab. With a unique mood, 3weeks later is a brand that creates its own story by not following the rules. This year the story is told through 6 new models, 3 of which are also part of a sunglasses capsule collection. The style, ironic and understated, plays with the design and chromatic variations of acetate, and creates eyewear “targeted at those who see in a frame what it really is: just a frame”.

“3weeks later - underlines David Grandelis, general manager - expresses 20 years of evolution for Matinèe, in the heart of the Italian eyewear district, with an international vision and a strong focus on the integration of design, production and an excellent service pre and post sale”.

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New at MIDO

Topcon TRC-NW400 Easy operation, extreme small footprint and superb images

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IDO is the first international show in Europe, where Topcon launches the TRC-NW400. With the new TRC-NW-400 non-mydriatic fundus camera Topcon enters a new area. An area where easy operation, an extreme small footprint and superb images are key issues.

images of both eyes. The fully automated TRCNW400 assures fully automated alignment, auto focus and auto shoot. True colour images The Topcon TRC-NW400 produces true colour fundus photos of excellent quality. Details are very clear and sharp.

Space saving design The Topcon TRC-NW400 has a very small footprint which minimizes the use of valuable space in a practice. A tiltable screen enables the eye care practitioner to use the fundus camera from several sides. Due to the flexible set up there is more interaction with the customer and it saves valuable space. The TRC-NW400 can comfortably be operated when located against a wall or in a corner. User friendliness With just one finger touch the operator can take

The TRC-NW400 has the traditional 3 fixation for nasal, central and temporal images. Besides that, you can photograph the complete periphery due to nine fixation targets for peripheral imaging. With TRCNW400 you perform a quick screening or do a more elaborate examination. You can acquire fundus images for small pupils, as small as 3.3mm. It means you can photograph nearly all customers. Due to the high sensitivity and low flash intensity you can produce excellent images with low flash and reduce patient’s stress.

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Amherst by Seraphin Eyewear Feminine Glamour meets Vintage charm

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eraphin introduces the Amherst, a gorgeous new frame with dazzling details. For the glamorous woman with vintage-inspired style, this cat eye frame is simply exquisite. Available in black with crystal stones, black/tortoise with peridot stones, and blonde tortoise with hyacinth stones, the Amherst is a fabulous find that’s sure to turn heads. Flirty and elegant, the Amherst makes a name for itself in the Seraphin Collection. Featuring a gorgeous cat eye shape adorned with colored crystals, this frame is all about darling details. Handcrafted with multi-layered Italian acetate, the Amherst gives a wink of vintage charm. 

Philosophy “The Amherst is an exciting new launch as it defines the essence of vintage eyewear with a modern twist of today. The blonde tortoise with hyacinth stones is a lovely example of classic tortoise accented by rich color in a fresh way. Seraphin Eyewear redefines the

classics with modern design details that catch the eye.” Katy Verbrugge - Graphic Design & Marketing. As regards Marketing: Seraphin Eyewear counter cards, logo blocks, large window banners, and branded counter cubes are available.

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New at MIDO

A German brand full of ideas Special creations referring to the romantic Black Forest landscape

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rost is surprisingly able to offer a collection full of variety and contrasts in shapes, colors and materials. Whatever you have in your mind for your glasses, you will rejoice by looking at the current collection of frost. Frame designer Marion Frost proves once again her well-known all-round approach. Particularly fancy: metallic brackets that are perfectly set in the frame or stylish gems used as a fashioned accessory. For its most current model SYMBIOSE frost has used a new surface coating offering magnificent color effects. Anyway, its handmade eyewear is much appreciated: The US-magazine FORBES qualified frost frames among the hottest eyewear trends for 2014. Moreover, the German label has participated on the Berlin Fashion Week in cooperation with the Munich fashion designer Marcel Ostertag. Thus, frost frames are not only in great

demand at opticians all over the world but also join the spotlight on the fashion catwalks. But that’s not all: At the MIDO frost is presenting the first of its upcoming “Schwarzwald” collection attesting Fizzy once more the whiff of copyright ©Getty Images dare and humor of this likely German company. Not everything is divulged yet, but one thing is certain: the special creations refer to the romantic Black Forest landscape where frost has its origins. That’s why they are called “Heimat”, “Sagenhaft” or “Schwarzwaldmädel”. We are all very curious...!

“Espada” the flamboyant classic More than just frames

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OLF Spectacles is a small, family run, business situated in the heart of the Tyrolean Alps (Austria), and produces hand-made, lightweight wood, stone and wood and horn eyewear. One of ROLF Spectacles’ company goals is to set new trends in design and implement new ideas. The ROLF Spectacles team combines a love of design,

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fascination for wood and the enthusiasm to create new things which have never existed before. At Mido will be presented the new Rolf “Espada” model. The Spanish word espada means sword and refers to the sword that bullfighters traditionally use to kill the bulls. The ROLF model “Espada“ captivates with its individual design and its classic, timeless lines reminding the exterior of the classic Espada coupé in the 70’s, one of the most successful car models at the time, produced by an Italian car manufacturer (1968 –1978). The ROLF “Espada” is available in the following wood combinations : walnut (03), bog oak /walnut (04), bog oak/maple (05), bog oak /maple/bog oak (06)


New at MIDO

Pure 100% Made in Italy The continuous growth of export rewards a courageous company

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he company Castellani Srl (Domegge di Cadore, Belluno, Italy) was born in 1967 with the production of molds for metal parts and temples, equipments and components on request, various small parts with exclusive molds, metal parts in nickel silver, monel or nickelfree materials, raw or full flex temples of any brand, bridges and bars, injected plastic nose pads, terminals and ornaments in plastic and rubber. The company with the time expanded and began to produce optical frames and sunglasses in metal and plastic, gradually becoming an industry that directs its marketing strategies abroad and gets known and appreciated, both with small parts and frames, in many countries all over the world.

collection GIORNI

collection NOEND

The share of exports has arrived today to more than 80% with continued sales increases in the United States, South America, Algeria, Tunisia and Russia. The Castellani brands currently are: Castellani Glasses, NoEnd, Days, Francesco Moser. The appreciation recognized by the customers derives from the extreme flexibility of Castellani in developing individual models or entire label collections also based on the drawing of the customers themselves, so as to meet and satisfy different tastes and trends, for each market, while maintaining the warranty of Italian production. Several years ago the company has received the Pure 100% Made in Italy certification (nr 219.107.V.) from the Institute for the Protection of Italian Manufacturers. Although the global economic situation is not helping the Italian manufacturers, Castellani Srl, thanks to the company choices to invest in the sales network, is going through the storm of the crisis, pursuing good projects for the future.

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New at MIDO

”New colors, new look, new TOUCH” The new way of looking at and experiencing the world

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fter 100 years of experience, Franco Sordelli S.r.l. (Venegono Inferiore, Varese, Italy) recurs on the market with its own totally renewed brand “Touch”. The line introduces new colors and new shapes, faithful to a historic tradition made of research, innovation and care for details. The high “Made in Italy” quality and the most advanced technologies make Franco Sordelli sunglasses a flawless accessory, more and more essential, because for the company handiness and comfort are the ultimate expression of the real concept of quality .

This year the concept of quality is enhanced by the optical glass lenses Barberini, a world leader in this market. Thanks to special raw materials and technology which ensure transparency, accuracy of the curves and the optical brightness, Barberini lenses make the Sordelli eyewear the ideal partner for all the moments of the day. Wearing Sordelli sunglasses will be so a way to beautify the world even more: the design and the comfort that the use of these glasses offer, are the “extra touch” with which to color your day.

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New at MIDO

Fascinating collections born in the name of the historic Milan streets Strictly Italian Design and Production

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ILANO6769 is the new Division of Eye Technologies Group (Peschiera Borromeo MILAN, Italy) that develops, designs and manufactures frames for eyeglasses and sunglasses using exclusives acetate materials and advanced production techniques. Design is strictly Italian and it was entrusted to

image of high quality, capable of facilitating the work of a professional optician sale. MILANO 6769 Collection takes its inspiration by famous streets in Milano and from their history. VIA OREFICI, the street symbol of Milan for its goldsmith’s art, inspired a line of hand-made eyewear in gold, diamonds and other precious stones.  VIA DELLA SPIGA is the most luxurious street of Milan. The company dedicated a Limited Edition eyewear collection to this street . VIA MONTENAPOLEONE, the most famous street in the world not only as a fashion district but also as a symbol of the city. The eyewear collection with this name features a unique design and bonding parts. VIA SPADARI, one of the oldest street of Milan where high skilled handcrafters opened their trade. The gorgeous handmade eyewear in water buffalo horn is inspired to this tradition. VIA BRERA, the most trendy district in Milan. Milano6769 dedicated a collection of vintage eyewear with sought design.

Montenapoleone

experienced professionals in the field. The production is Italian and is made in specialized Belluno District. The finish is done by hand with natural waxes, according to the methods that combine traditional craftsmanship with the most advanced technological tools. Particular attention has been made to packaging and communication, with the aim to provide the brand Brera

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New at MIDO

Safilo by Marc Newson An exclusive capsule collection for the 80TH Anniversary

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afilo celebrates its 80-year history by launching a special capsule collection created in collaboration with Marc Newson, which will be unveiled in April 2014 during the 53rd edition of the Salone del Mobile in Milan. Founded in 1934, the homonymous brand leader in eyewear of the Safilo Group, pays tribute to this significant anniversary through the synergy with one of the most versatile and influential designers in the world. Among the principal features that unite Safilo and Marc Newson in the project’s core vision, are the primary use of state-ofthe-art components, the concepts of transparency and transformation, and specifically, the reinterpretation of the past in a contemporary way through the balance between the distinctive approach of this guest-designer and the highest standard of made in Italy manufacturing guaranteed by Safilo. In particular, the new capsule collection stems from revisiting a historical model personally chosen by Newson and declined in 5 different variations, through 5 specific materials

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and technologies, based on the original shape from the Safilo’s archive. The assortment will consist of 5 optical frames and 2 sunglasses. Respecting a precise chronological order, each of these 5 new models is characterized by unique features and avant-garde technologies that connote the qualities of the brand. They include: the use of ultra-lightweight Optyl (a trademark registered by Safilo) - whether used individually or combined with the new revolutionary Elasta 80 hinge; the application of the reinterpretation of the historical UFO collection (a frame formed by an ultra-thin steel wire); the use of aluminum and, lastly, steel integrated with the new hinge.


Pop colors and explosive patterns for Xenith brand The new proposals of the French Look Vision

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he new model X6003 represents the Xenith brand of LOOK VISION (Domont, France) by its mixed beautiful pop colors. This model’s particularity is its cloisonnÊ decoration giving life to the pattern. This subtle silvery striation highlights its bright tones, forming a daring and fantasy design. The color combinations of extreme contrasting and complementary colors give to the temple all its dynamism.

The new X6033 style is characterized by its explosive pattern. A geometric and edgy design formed by full and empty spaces, giving a burst of vitality to the frame. This dynamic pattern decorates the temple and its extreme colors contrast -a characteristic of the Xenith brand- highlights its acetate shard.

mod X6033

mod X6003

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New at MIDO

To enjoy the difference‌ Quality ready-made reading glasses

I

t seems that letters are getting smaller and smaller. This business is getting bigger and bigger. In reality it is your eyes that are getting worse. Everybody will face it sooner or later: its name is presbyopia. The elasticity of the lens slowly declines, generally after the age of 40 and presbyopia is a natural process. An important reason may be that our society has changed into a computerized environment. If people are dealing with deteriorating eyesight, simple activities can become troublesome. Using specific ready made reading glasses, with a high standard of quality such as Aptica by MnM

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Optix (warehouse and office in Aalst and office and showroom in St-Martens-Latem, Belgium), will reduce eye fatigue and will increase the performance and results.


Omas Design The luxury of being able to choose

O

MAS Srl (Segusino, Treviso, Italy) has been known for many years as one of the main representatives of the real 100% Made in Italy production. In 2013 the company presented the new Omas Design collection to the international market. This new line is part of the luxury products market segment. The proposals of this Italian company are not luxury because they carry a famous signature but because they are a real valuable product, manufactured with precious materials and stones and with extreme attention to details.

They are jewel glasses that transmit the passion with which they were designed and manufactured and have already quite rightly received appreciation and visibility around the world. Unmistakable models to propose to demanding customers who want to stand out.

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New at MIDO

Oxydo Collection by Sigrid Calon An alluring interplay of colors and geometric patterns

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ultitalented Dutch designer and illustrator Sigrid Calon is lending her skills to Oxydo, applying her

mod OX 1070

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special art technique to the brand’s eyewear and creating a series of geometric abstract art illustrations based on fabric patterns. Sigrid’s simple, lively and often psychedelic graphic designs are an inspired mix of nuances that gives life to a colorful eyewear collection with an appealing, unconventional spirit. Celebrated artist Sigrid Calon mixes graphic arts with hypnotic patterns, fabric prints and rigorous geometric shapes, using color contamination to convey a visual effect that is something between a sartorial creation and the invisible pattern of materials, creating exciting new color combinations that embellish the new Oxydo glasses, an interplay of camouflage and visual effects that recalls visual art. The new capsule collection includes two sunglasses and two optical frames, each showcased in four different color combinations featuring multi-colored graphic designs – such as check or prism patterns – accompanied by bright monochromatic tones on the front and temples, creating an amazing quasi-three dimensional visual effect.


• People & Companies •

News

point

götti Switzerland wins the German Design Award 2014, Special Mention The internationally successful Swiss eyewear brand, götti, was awarded a coveted “Special Mention” in the Lifestyle category for its XANADU sunglasses from the SPIN & STOW 360° collection. götti SWITZERLAND stands for outstanding design and innovative functionality. Its sunglass collection features the patented temple that rotates 360°. The so-called SPIN & STOW temple makes it possible to fold the glasses up flat in their case so that they fit anywhere. According to Sven Götti, Head of Design and CEO of götti SWITZERLAND, “this award represents a milestone for our work. It makes us proud to have our efforts to create innovative design distinguished by this important expert jury.”

Italia Independent & J.R.Rey J.F.Rey and Italia Independent have joined forces to create a limited-edition series of prescription and sunglasses frames featuring an irresistibly bold and colourful style. This new collection, revealed at Opti Munich 2014, consists of two shapes, one inspired by the Italian spirit and the other by the French spirit. The design of the first glasses evoke Italia Independent’s most iconic model, the 090, featuring metal; the second model is inspired by a traditional shape for J.F.Rey, rectangular and linear. Both model are embellished by a surface treatment that crosses the frames horizontally, resulting in light effects on the surface of the glasses.

Marchon announced promotions in EMEA Sales Management Team Marchon Eyewear is pleased to announce a number of promotions in the EMEA management team, led by Nicola Zotta, Managing Director of Marchon EMEA: Marco De Davide has been promoted to Regional Business Director for Germany, Austria, Italy, Spain and Portugal; Eric Lefort has been promoted to Regional Business Director for UK, Ireland, France and Benelux and Alessandra Nathan, Director of Export, will have responsibility over all EMEA export business.

A New Business Development Eyewear license Director for Inspecs agreement signed for Inspecs announced that Jason Kirk has brands Ermenegildo joined the team as Business Development Director. With more than twenty years Zegna and AGNONA experience in optics across design, distribution and retail, Jason will initially concentrate on developing acetate production at the Algha Works factory in Old Ford, home of the Savile Row collection.

A new direction for Adlens and Mondottica The joint venture between Mondottica and Adlens is being transitioned into a service agreement: Adlens will deal directy with European retail customers and Mondottica will provide operational support to Adlens, in addition to distributing Adlens’ products in select geographies. While further joint projects are in development, Adlens had joined Mondottica at MIDO.

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Marcolin Group and Ermenegildo Zegna Group announce the signing of the licensing agreement with exclusive rights for the worldwide production and distribution of sunglasses and eyeglasses for the brands Ermenegildo Zegna and AGNONA. The agreement applies to the overall brands’ portfolio strategy; it marks the official debut of AGNONA in the luxury eyewear segment. Both licensing agreement have a ten-year duration and the launch of the first collections is expected for January 2015.

Police new eyewear campaign Police choosed Neyman Jr, the new phenomenal international football player, for the new eyewear campaign for Spring/Summer 2014. The campaign, shot by the famous photographer Rankin, shows the talented and charismatic Brasilian player in basic and street style portraits, confirming him as an icon of style.


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ers • s i t r e v d •a AREA 98 – Milano - Italy Page 55 ASTUCCI INT’L LTD. - Hong Kong Page 19 CASTELLANI S.r.l. – Domegge di Cadore BL - Italy Page 11 DIOPS 2014 – Daegu - Korea Page 49 EYE TECHNOLOGIES GROUP S.r.l. – Peschiera Borromeo MI – Italy Page 15 FACE A FACE – Paris – France Page 7 GFC S.r.l. – Bollate MI – Italy Page 29 IOFT 2014 – Tokyo – Japan Page 14 KEY OPTICAL EUROPE S.r.l. – Scarperia Fi – Italy Page 9 LINDBERG A/S – Aabyhoi - Denmark Front Cover LARA D’ – Mel BL – Italy Page 13 LOOK VISION – Dormont - France Page 21 OGI EYEWEAR – Minneapolis - USA Page 1 OKO EYEWEAR – Ivry sur Seine - France Cover II OMAS S.r.l. - Segusino TV - Italy Page 27 OPTI-MUNICH 2015 - Munchen - Germany Page 51 PLASTI MAX S.p.A. - Grumello del Monte BG - Italy Page 33 SAFILO S.p.A. – Padova - Italy Page 25 SILMO – Paris - France Cover III SWISS EYEWEAR GROUP (International) AG – Zurich – Switzerland Back Cover – Page 23 TRENTI INDUSTRIA OCCHIALI S.r.l. - Perarolo di Cadore BL -Italy Page 2 Page 53 VISION EXPO EAST 2014 – New York - USA VISION–X – Dubai Page 61

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