Issue #90 August 2 nd 2017 Sergio Tacchini enters the eyewear world with Gem Lunetterie The launch is scheduled for October Ph. Peter Lindbergh pg. 3 Great photography meets fashion pg. 5 A CELEBRATION OF ITALIAN CREATIVITY MILANO XL The capital city of Lombardy will be even more energized by MILANO XL - A Celebration of Italian Creativity from September 16 through 26. pg. 2
MILANO XL Seven spectacular installations in the center of Milan will celebrate Italy s quintessential know-how during Fashion Week in September. Eyewear will be the star of 'Dressing the Face' in Piazza San Carlo. MILANO XL - A Celebration of Italian Creativity is an innovative and engaging project that will be held in Milan s streets and squares from September 16 through 26 and coincide with Milan Fashion Week. The initiative is the outcome of a system agreement by the Ministry for Economic Development, Milan City Council, Confindustria and Fondazione Altagamma. With the invaluable collaboration and support of the Italian Trade Agency (ICE), they have all agreed to set in motion a project by which the city of Milan will be a stage for stories by its exemplary manufacturing sector and those that make Made in Italy unique all over the world. Through the construction of seven spectacular and highly evocative large installations in various locations throughout the city, Fondazione Altagamma, Confindustria and leading organizations in various sectors ANFAO with MIDO (eyewear), Cosmetica Italia with Cosmoprof, Federorafi, Milano Unica (fabrics) with longtime partner SMI, Unic with Lineapelle (tanning), and Fiera Milano with Sì Sposaitalia Collezioni (bridal fashion) the creativity and know-how of Italian manufacturers who make internationally-renowned high-end products will be brought to the attention of the general public. Realized with the support of ANFAO and MIDO, the installation dedicated to eyewear, 'Dressing the Face', will be located in Piazza San Carlo in the heart of Milan. A 12-meter high totem will project an incredible show of images, lights and sounds onto the facades of the surrounding buildings. Every evening from 9 p.m. to midnight throughout the event, the square will host a video-mapping show highlighting the best of eyewear production in Italy and the world. The show will begin with a video-editing by Gianpiero Brunetta of the most representative scenes from international cinema in which eyewear is the absolute protagonist, adorning the faces of the most famous movie stars of yesterday and today. A second film will describe the most memorable advertising campaigns dedicated to the world of eyewear: 5000 images collected from MIDO exhibitors narrate how advertisements for eyewear and lenses have evolved over the years. The show ends with a film that focuses on the role played by contemporary eyewear and how this product has, to all effects, joined the category of fashion accessories that define the style and identity of every person. Where: 1. The Library of Textiles, Palazzo della Ragioneria, Milano Unica with SMI 2. The Parlor of Jewels, Galleria Vittorio Emanuele, Federorafi 3. The Cosmos of Beauty, Palazzo de La Rinascente, Cosmetica Italia with Cosmoprof 4. Dressing the Face, Piazza San Carlo, Anfao with Mido 5. Last Gift, Piazza Croce Rossa, Unic with Lineapelle 6. From the Workshop to the Showcase, the Cinema of Arts&Crafts, Via Montenapoleone, Fondazione Altagamma 7. Triumph of love, Castello Sforzesco - Piazza d Armi, Fiera Milano with Sì Sposaitalia Collezioni When: September 16 through 26, 2017 Conception and Creative Direction: Davide Rampello Set design: Margherita Palli Website: www.milanoxl.com The Parlor of Jewels world weekly wonders WMIDO 2
Essilor Sun Solution wins the Coup du Coeur Essilor Sun Solution wins the Coup du Coeur Essilor Sun Solution was awarded the Coup Du Coeur in the Grand Prix B2B Marketing category at the La Nuit de l Adetem which took place in Paris in July. In its twelfth year, the prestigious gala night, organized by Adetem, the French national marketing professionals association, recognizes the most original and innovative initiatives and projects. The company received a special mention from the judges in the B2B Marketing category for the current marketing campaign No Ordinary Sunwear which helped position the company and its brands as strategic and valued partner for various prestigious international brands in the world of sport and fashion. When evaluating the projects, the panel of judges considered the effectiveness of the message conveyed, the innovative aspect in terms of creativity and digital development etc. and how much the campaign actually contributed to the development and success of the brand or product. Stylish sustainability Sergio Tacchini enters the eyewear world with Gem The Italian sportswear brand Sergio Tacchini will be joining the eyewear world thanks to a license signed with Gem Lunetterie of France. The agreement was reached through the negotiation of IMG, a partner of Sergio Tacchini in the search for international licenses since 2012. This opens up a new market for Sergio Tacchini and eyewear will enrich the brand s offer, which to date includes apparel for tennis and other sports - lingerie, beachwear, footwear, a kid s collection, perfumes, watches and homewear. Starting next year, it will include sunglasses and optical eyewear, essential accessories for a total look. From February 2018 the new collection will be available at the brand s main retailers and select opticians stores throughout Europe. A preview of all the models in the new collection will be presented in October. #MyEyesMyRoute Neutrø Series is the brand news capsule collection of sunglasses by Komono that sets a new standard in stylish sustainability. The collection infuses four classic styles (Francis, Vivien, Harper and Devon) with Neutrø EcoPaXX technology; they all feature gradient bio-lenses and sustainable frames. The series has a reduced carbon footprint, a result of the brand collaboration with Dutch science-based company DSM Engineering Plastics. EcoPaXX is a product derived from the sustainable castor bean: it has been developed to reduce greenhouse gas emissions commonly associated with human activity and industry production. Aside from its stylish sustainability, the collection stands out because of its flexible material, resulting in increased product durability and impact resistance. Web Eyewear has made traveling its theme in an unconventional web campaign that invites you to look at the world through different eyes. Wearing a range of sun frames, Giulia, a young university student, demonstrates that traveling and living new experiences can be sources of inspiration and aggregation for others. An incredible journey is organized for the student: from the dunes of the desert to the slopes of the Himalayas, in some of the most evocative locations in the world. Always wearing sunglasses, she sees and explores dream destinations in the eyes of those who live adventure. The only difference is that she never leaves her home. All the spectacular photos posted every day in her Facebook and Instagram profiles were, in effect, taken in her living room by a professional photographer. world weekly wonders WMIDO 3
Lacoste focuses on children Dedicated to play and creativity in the junior universe, the new project launched by Lacoste Eyewear is encompassed in the lively, multifunction design of T(w)eens Magnetic Frames in contemporary pop colors. A technology that distinguishes the collections for men and women, for the first time magnetic frame construction has been borrowed and reinterpreted in practical silhouettes for children. The ends of the temples have handy holes for inserting an elastic band that goes round the head; this means that optical eyewear can be worn even during break times and outdoor recreation. The special injection-molded frames come with a set of 3 adjustable bands in 3 different colors. They are decorated with the word Lacoste and the attractive logo pattern emphasizes the impactful graphics and colors of the silhouette. Tweens Magnetic Frames models also have the rubber crocodile logo applied in relief to both temples. Invu wins Pont d Or Award Sharon Stone and Afflelou: the story continues Invu was awarded the renowned Pont d Or Award by the optical trade magazines Mode et Tendances and Optique Mag. This is a true honor since over 13,000 optical retailers were polled in order to select the best sunglass brand of 2017 and Invu ultra polarized was the clear winner. We are extremely pleased with this vote of confidence from the optical community says Jerry Dreifuss, CEO of Swiss Eyewear Group. It shows that the market recognizes and values our hard work and dedication to offering retailers and end consumers the absolute best value for money when it comes to sunglasses. The American actress and Alain Afflelou have renewed the collaboration agreement signed on November 17, 2014. The success of this partnership and Sharon Stone s popularity have enabled the French company to consolidate its fashion and glamour image in the eyes of the general public. Sharon Stone will continue to make her image available for the brand; all the countries in which Alain Afflelou is currently present will benefit from this renewed agreement. Numerous photos and images of Sharon Stone have been used in visual aids, posters and point-of-sale advertisements since 2014; three advertising videos have also been made. The next stage of this partnership will be a new spot scheduled for February 2018. Ph. Jacovides/Moreau/Bestimage Turn over design by Mario Milana Laurent Claquin CEO Tomas Maier Fabrizio Curci CEO & General Manager Fiera Milano Georges Kern President & General Manager Breitling Agostino Poletto General Manager Pitti Immagine world weekly wonders WMIDO 4
Issue #89 July 19 st 2017 Design, fashion & lifestyle Are you eco-friendly? Emerging always more frequently in the worlds of food, fashion, architecture and design, are eco-aware attitudes that translate into a search for products that are sustainable, eco-compatible and environment friendly. This preference is beginning to appear also in the home, with the choice of furniture, furnishings and materials that have a positive impact on the planet with regard to the increasingly efficient management and less wasteful use of energy sources. To this end companies and designers are incorporating the need for sustainability in their production processes and are experimenting with the use of raw materials from recycled waste. From domestic recycling to reprocessing by large companies: baby steps toward a greener world. Italian style in a bag Furla has presented its new advertising campaign for the fall/ winter 2017/2018 collection. Fabien Baron the photographer and artistic director for the campaign captured the atelier s new collection of accessories that were inspired by the work of Italian designer Ettore Sottsass. The architectural details play a leading role in the campaign, providing the backdrop and symbolizing the style and refinement that are typical of Italy. Furla s 90-year-old heritage was the inspiration behind a collection with a contemporary interpretation. Bags with clean lines in fine leather are made distinctive by bright colors, graphic patterns and witty details. Ph. Fabien Baron Great photography meets fashion Two great masters in the worlds of fashion and photography have come together to create a new advertising campaign: Ermanno Scervino called on the photography genius Peter Lindbergh to present the fall/ winter 2017/2018 collection. Mariacarla Boscono an Italian top model - and the Swedish model Victor Norlander are captured strolling en plein air along the Seine embankment in Paris. Like a scene from a black and white movie, in this romantic panorama the main players are the look of the new collection by the Florentine stylist. The woman in this collection is strong, independent, free to combine masculine garments and flat shoes with ultralight, hyper-feminine dresses. Ph. Peter Lindbergh Plastic Fantastic Open to the public at the D Museum in Seoul from September 14, 2017, through March 4, 2018, the Plastic Fantastic exhibition is a journey in the world of plastic described as the miracle product of the 20th century. There are over 2700 works ranging from furnishings to lighting, from graphic design to photography, created by designers of the caliber of Anna Castelli Ferrieri, Philippe Starck, Patricia Urquiola, Tokujin Yoshioka, Piero Lissoni and many more. A key aspect of the exhibition is the close collaboration between these 40 designers and Kartell, an Italian designer brand that for over three generations has led the way in innovative plastics. Editorial Director: Francesco Gili MIDO Srl Unipersonale Via Petitti, 16-20149 Milano (Italy) Phone +39 02 32673673 P. Iva IT 07164050150 Cod. Fiscale e n. Iscr. Ufficio Imprese di Milano 07164050150 Cap. soc. 120.000,00 i.v. R.e.a. 1710133 Company subject to the direction and the coordination of Anfao - Associazione Nazionale Fabbricanti Articoli Ottici WMIDO is published in cooperation with Publicomm srl Piazzetta Brera 24/2-20121 Milano (Italy) P. Iva 02030290999 email: redazione@wmido.com world weekly wonders WMIDO 5