100% Optical

The countdown to 100% Optical begins

The organisers of 100% Optical tell OT  why 2018’s show is “definitely not to be missed”

100% Optical 2017 main stage

At the end of January (27–29) delegates will return to ExCeL, London for the fifth year of 100% Optical, which welcomes new and returning exhibitors, as well as a new education programme delivered by the AOP.

Discerning consumers

When asked about what eyewear to look out for, event director, Nathan Garnett (pictured) said: “One exhibitor that really stands out is Komono, who use stylish, innovative materials that are eco-friendly.”

“We also love the design aesthetic of luxury eyewear collection, Bevel, with its classic, minimalist appearance and use of high-quality materials. Finally, Treboss Eyewear because of its fun and fresh urban designs, which we envisage our consumers getting excited about,” he explained.

Treboss Eyewear was introduced by FM Optics to markets including Germany, Italy and the Netherlands in January 2017. The company is now looking for new distribution partnerships in the UK and will be showcasing its collection of stainless steel unisex frames at 100% Optical.

The company’s new campaign was launched last October and invites practitioners to “look at the fun side of life,” and observe the world from new perspectives.

Lens company Shamir will return to the show to offer delegates insight into its portfolio of lenses, which includes the Attitude III collection. The sports and fashion lenses are designed for everyday wear and are available in a range of tints, materials and sizes.

"Consumers are also less brand conscious, they care more about aesthetic and quality design than buying big brands"

Shamir’s area lens consultants will also be on hand to show delegates its Spark Mi measuring device. Head of sales and product development at Shamir, Tanya Storey, told OT: “Demos will take place to show its non-intrusive measuring technology, patient interactivity and how [Spark Mi] can provide your practice with the individuality needed to ensure success, precision and customer return.”

Shamir’s Formula 1 simulator will also return, which challenges delegates to race against the clock for the chance to win a real-life race track experience.

With eyewear a major focus of the show, Mr Garnett told OT that there’s a growing trend towards premium frames in 2018. “People are starting to treat their eyewear choices in the same way they choose their accessories – more discerningly and with a lot more care,” he explained.

“Younger people are more likely to purchase extra pairs of glasses because they’re more fashion conscious, which is good for the industry as a whole. Consumers are also less brand conscious, they care more about aesthetic and quality design than buying big brands,” he said, adding: “An encouraging trend we’ve spotted is the emergence of independent British designers within the industry, which as a British show we are more than happy to support.”

Team sessions

100% Optical 2018 will have over 100 different CET and CPD sessions for all disciplines that meet the needs of the entire practice team. 

Corneal, cataract and refractive eye surgeon, Sheraz Daya, will take to the Main Stage on Saturday to discuss Unusual corneas and cataract surgery. During the session, he will discuss what to do when a patient has poor vision from cataract and also has a cornea problem. 

With the most common reason for corneal irregularity being related to dry eye disease, Mr Daya will look at what can be used to measure the impact of dry eye, and what role the optometrist has to play in this context. 

On Monday’s Main Stage line-up is Dr Felicity de Cogan’s Dropping the needle lecture, which will describe novel drug delivery technologies being developed at the University of Birmingham. 

Dr de Cogan, who is leading the ocular drug delivery team at the University of Birmingham, will talk about how these drugs remove the need for intravitreal injections, and empower patients to administer their own treatments. 

Consultant ophthalmologist at Moorfields Eye Hospital, Dr Mariya Moosajee, will also feature on Monday to deliver her Making sense of genetic nonsense – a treatment for inherited eye disease session on the Main Stage. 

The session will discuss how nonsense mutations are estimated to cause up to 70% of human genetic disease, which include retinal disorders. Dr Moosajee will also cover zebrafish research and therapies that have been explored to combat inherited eye disease.