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OT  shines the spotlight on the 100% Optical Eyewear Hall and finds out about the new and returning frame brands that are set to exhibit at the show

09 Nov 2016 by Emily McCormick, Laurence Derbyshire

More than 150 eyewear companies from across Europe and further afield will gather under one roof to provide practitioners with a taste of their latest frame designs when 100% Optical opens its doors at the London’s ExCeL Exhibition Centre on 4–6 February.

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Big UK names such as TD Tom Davies, Inspecs and William Morris London, which have exhibited at the show since its inaugural year in 2014, are all scheduled to return.

Covering the largest area within the exhibition in order to accommodate the thousands of new spectacles and sunglasses that will be on display, the Eyewear Hall also welcomes a number of new and emerging brands in 2017. These include Italian eyewear brands Sospiri, Visiva and Lio, as well as Polish brand Scorpion Eyewear.

"As a company focused on great British design, London is perfectly placed for us to showcase our designer-led and commercially intelligent eyewear"

New and returning

TD Tom Davis will use the 2017 show to unveil its new and updated made-to-order service, which proved a “big hit” when it was launched at 100% Optical earlier this year. The current service gives opticians a choice of five eye sizes and five temple arm lengths in any colour from the TD Tom Davies collection, makifng it faster and easier for them to order customised frames for their customers.

Sharing details of the service with OT, brand and marketing director at TD Tom Davis, Andrew McKinlay, said: “We are very excited to unveil our new and updated ‘Custom – made to order’ service, which now also includes up to 2mm DBL changes and the option to have your customer’s name discreetly laser engraved within the temple arm.”

Eyespace exhibited at 100% Optical for the first time in 2016 and the show far exceeded its expectations. The company will return in 2017 to unveil “a plethora of new and exciting products that will fulfil the fashion-forward appetite of 100% Optical’s visitors,” its marketing manager, Nicky Clement, told OT.

Reflecting on the show, Ms Clement, said: “As a company focused on Great British design, London is perfectly placed for us to showcase our designer-led and commercially intelligent eyewear. With its rich history as the world’s capital of both fashion and design, we love how it acts as a magnet to those engaged with style and technological innovation.”

Also returning to 100% Optical is Inspecs, which will be using the show as a platform to premier its latest Radley collection to visitors.

Sharing details of the new range, Inspecs’ marketing coordinator, Imane Maghrani, revealed that the collection will feature “an abundance of exciting new shapes, premium materials and artisanal detailing.”

Fashion first

Returning by popular demand are fashion shows, which take place on the Eyewear hall’s Fashion Stage multiple times daily. During the shows, models take to the catwalk to highlight the latest eyewear trends with frames that are exhibited at the show.

100% Optical Fashion Hub

Producing the fashion show for a fourth consecutive year is Lindsey Hunt Productions. The company’s founder, Lindsey Hunt, said: “Eyewear, whether specs or sunnies, is the perfect way to give each outfit a boost. The new sports luxe, wild animal prints, eclectic brocades, rich ruffles, velvets and 80s-inspired looks will all be represented on the 2017 runway.”

As well as showcasing the latest eyewear, 100% Optical seeks to uncover the next generation of eyewear designers and will once again be hosting its eyewear competition in partnership with the Royal College of Art (RCA).

"The new sports luxe, wild animal prints, eclectic brocades, rich ruffles, velvets and 80s-inspired looks will all be represented on the 2017 runway"

This year, RCA students are asked to submit frame designs under a brief that calls for them to take a scientific approach to eyewear design. They will need to consider the frame’s aesthetic, as well as comfort and practical design, while taking into account the function of the frames and the context of the wearer.

A panel of industry experts will select six finalists whose designs will be displayed at 100% Optical and a winner revealed.

To register to attend the show, visit the 100% Optical website.

Standing out from the crowd

“As 100% Optical returns to London’s ExCeL Exhibition Centre for its fourth outing in 2017, new big name brands such as Safilens, Go Eyewear, Silhouette, Kenmark and Lindberg will join hundreds of returning brands to show visitors what exciting products are on the market” writes 100% Optical event director Nathan Garnett.

Nathan Garnett

“As with every year, the 2017 show will receive a little bit of a revamp. We will refresh and expand the ever-popular fashion shows, and also offer more business content than in previous years.

“A newly introduced VIP-hosted buyers programme will also offer exhibitors the opportunity for one-to-one meetings with purchasing decision-makers. We are also adding in a new entrance feature, and are delighted to be working with the University of East London on a new window merchandising competition. 

“One of 100% Optical’s unique selling points is the range of international and independent brands that it attracts to exhibit at the show. For 2017, we have once again expanded the Design Arcade where they are based to accommodate even more new and emerging brands, as well as the Studio for unique luxury brands.

“This year we have also increased our efforts to ensure that more British companies are represented. We have spent time doing a lot of research to uncover these companies and look forward to welcoming them to the show.

“For business owners and buyers alike, it’s a major reason to come to the show – to meet those eyewear designers and see eyewear brands that are going to make you stand out from the crowd.

“I look forward to welcoming you all to 100% Optical 2017.”

Image credit: Shutterstock


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