[Vol.13] A Unique Collaboration!: KAGERO Design Works-A Talented Designer in Eyewear World & KAMURO-A Genius in Coloring

At IOFT 2011…New category “Kids Eyewear” is finally launched in “EYEWEAR OF THE YEAR (EOY)” and three news professionals joined to EOY Award Committee Members. What’s more, we launched an exclusive exhibit area “tide – The IOFT Int’l Designers”.

We cannot help being excited with the new phase of IOFT 2011!

In such situation, Show Management got an amazing scoop!

That is…a unique collaboration! A Talented Designer in Eyewear World, KAGERO Design Works who grab a lot of fans with its fascinating naming and eyewear and a Genius in Coloring, KAMURO who is famous for its lovely eyewear which makes girls fall in love with them at first sight. This collaboration will be presented at IOFT for the first time.

What’s more, the way of the collaboration and selling is really interesting and truly remarkable. Show Management has heard that such unique collaboration will make its debut at IOFT. Therefore, we interviewed the designers.

Let us introduce them!

The Prodigy among Japanese Eyewear Designer, KAGERO Design Works

Mr. HIROSHI MARUI, Representative and Designer, KAGERO Design Works

HP：http://www.ogaki-tv.ne.jp/~kagero/

Blog：http://kagero-dw.jugem.jp/

A Genius in Coloring, KAMURO

Mr.SHINGO ONODERA, Chief Designer, KAMURO OPTICAL CO., LTD.

HP：http://www.kamuro-net.co.jp/

Blog：http://kamurocorp.exblog.jp/

[left:Mr.Onodera, right:Mr.Kagero]

Interviewer: Haruka, International PR, IOFT Show Management.

Haruka:

Well, who first proposed an idea of this collaboration?

Mr.Onodera (KAMURO OPTICAL CO., LTD.):

I did. I approached Mr. Marui about it.

Haruka:

What made you do that?

Mr.Onodera:

IOFT is not only an exhibition where exhibitors release new works and have business meetings with buyers, but also a place where eyewear shops from the whole country meet together. So, I wanted to propose the new model which has festive element and is made and sold only once a year at the yearly event.

This spring, the plan was proposed in our office and we marked Mr. Kagero out as a partner which might give us a quick answer to agree to our proposal readily in limited time. Also, what made us to choose a partner is the fact that we have lots of common customer with Mr. Kagero. Contrary to our expectations, Mr. Kagero gave us bad response at first.

Mr. Kagero:

My brain rejected the plan of Mr.Onodera right after I head his proposal. Honestly, I was not interested in collaborating with other designers at all. I have collaborated with nail artists and sculptors before. I think I could succeed in those collaborations because we have different types of business. It was out of the question that two eyewear designers design a pair of glasses.

Haruka:

Well, I agree. I can’t either imagine such kind of collaboration, since their sensibility may collide with each other.

Mr. Kagero:

However, I accepted his proposal since it was beyond my imagination.

Haruka:

I’m curious about how Mr.Onodera changed your mind. Could you tell us “the collaboration beyond your imagination”?

Mr. Kagero:

I will design complete pair of KAMURO eyewear and Mr. Onodera will design a complete pair of KAGERO Design Works instead.

Haruka:

Wow, what a bold plan!

Mr.Onodera:

Have you ever seen that rival designers design each other’s models and produce them?

I think it’s really interesting that two companies having different brand’s concept challenge such a plan.

Haruka:

I see. However, your brands’ concepts as well as designs are apparently quite different, namely, it‘s a collaboration of totally different type of two brands.

I’m so excited, but at the same time, afraid to see it.LoL!

Mr. Kagero:

Therefore, first, I learned the eyewear of KAMURO very hard. Also I visited factory of KAMURO in Sabae. Mr. Onodera told me that you can just design lovely eyewear, but I reached a conclusion that the point is I should design “not” lovely one…lol

Mr.Onodera:

For me, a rough idea popped up in my mind relatively quickly.

Haruka:

The ideas seem to be already totally different at the first step before designing. We’re so excited to see them! Then, could you introduce us the concepts of eyewear you designed.

Mr.Onodera:

Eyewear of KAGERO Design Works I designed is a model named “Naked”. It represents exactly “nature” of woman.

Mr. Kagero:

Eyewear of KAMURO’s brand I designed is “infection” meaning infectious disease. The design is produced with the thought that it’s no problem if temple has eyes.

[Image of Naked & Infection]

Haruka:

Does temple have eyes? Wow, it’s so amazing, just listening to your explanation.

I heard that also sales method is quite unique as a part of this collaboration project.

Could you explain about it?

Mr.Onodera:

That’s right. We will sell the models each of us designed in a pair to customers.

If you are a customer handling both brands, you can purchase both of pairs.

Pairs consist of two models as follows.

< Models which KAGERO Design Works produces >

-KAMURO infection No.1

-KAMURO infection No.2

* No.1 and No.2 are same types, differently colored.

< Models which KAMURO produces >

-LABYRINTH NAKED No.1

-LABYRINTH NAKED No.2

* No.1 and No.2 are same types, differently colored.

< Available set at KAGERO Design Works in IOFT 2011 >

-KAMURO infection No.1

-LABYRINTH NAKED No.1

Two models in a pair will be sent out to the customers of KAGERO Design Works.

< Available set at KAMURO in IOFT 2011 >

-KAMURO infection No.2

-LABYRINTH NAKED No.2

Two models in a pair will be sent out to the customers of KAMURO.

Mr. Kagero:

By the way, we are going to produce limited number of models according to the order at IOFT. So, we may not accept additional orders and either reproduce them.

Haruka:

That means the models are exclusively sold only at IOFT. I’m sure they will be rare products.

I would like to ask all buyers and also buyers who have already plan to buy the products to make a plan precisely and avoid running out of products.

Mr.Onodera:

Samples of models will be exhibited in front of both booths. Don’t miss “impossible” project!

Haruka:

Thank you very much Mr. Onodera and Mr. Kagero!

The details of production process are updated on their blogs. Get the information before the show! I’ll definitely come to both booths during the show.

[Editor’s Note]

Although I haven’t seen their works yet, I thought them to be terrific. I’m so excited

to feel a moment when two quite different tastes collide with each other. Both of them said about this collaboration that it’s like picking a quarrel with each brand.

We’re looking forward to seeing how the two different designers whom Japanese eyewear industry is proud of collaborate together and attract buyers on-site.

All buyers! This collaboration already get into the news. If you want to make an appointment with them, please contact as soon as possible!

Written & Edited by Haruka from IOFT Show Management

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[Vol. 12] EYEWEAR OF THE YEAR (EOY)2012 Award Winning Products were Announced!

The EYEWEAR OF THE YEAR Award takes place annually inside IOFT. Recognized as one of the world’s leading design awards for eyewear, EOY draws keen attention from the whole industry, selecting the best new products of coming year.

The screening was held on September 13 [Tue], and the award winners are finally announced!!

Check the site below to see further detail.

 EYEWEAR OF THE YEAR 2011 Official HP

http://www.ioft.jp/en/Concurrent-Events/About-Award/Winners/

This year, we received 417 entries!!

Recently, EOY is known as one of the industry’s award, which bumps up the sales of winning products because many eyewear shops have set special display for EOY winning products inside their shops, and Show Management have received numbers of inquiries from consumers. Therefore, the number of entries have been drastically increasing in several years.

EOY 2011 Award Committee consists of forerunners from fashion, art and other industries. 

[scene of screening]

[scene of screening]

After the very enthusiastic discussion, finally award winners were selected.

Grand Prix of each category will be announced during the award ceremony!

Date & Time: Oct. 11 [Tue], 2011  13:00~

Venue: Special Gallery inside IOFT

Award ceremony is an epoch making moment, when our hearts beat very rapidly!

Written & Edited by Haruka from IOFT Show Management

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[Vol. 11]Report on Visits to Overseas Retail Shops –in Taiwan, China, Korea –

In recent years, it attracts our attention that Asian buyers visit IOFT. Some of you might have seen that numbers of Asian buyers had business meetings with exhibitors on-site eagerly.

In fact, this is one of the projects “Premium Buyer Invitation Program” that the Show Management has been working on for several years.

Show Management invites those Asian premium buyers of eyewear shops to contribute to increase of exhibitor’s sales, as we have heard that Asian economy, especially Chinese economy, is growing fast and Japanese eyewear with higher quality and also stylish European eyewear are sold well in Asia.

Every year, Show Management staffs fly to each country around two months before the show and visit company by company. They explain the attraction of IOFT to the premium buyers and they willingly made a promise to visit Japan.

This year, Show Management staffs visited Taiwan, China and Korea from the middle of August to the end of August. Then, we report on a part of these visits.

[Visit to Taiwan]

This time, staffs of IOFT Show Management, Mr. Suzuki and Ms. Ohmichi, visited Taiwan.

First, they went to a very stylish eyewear shop “SEE’S LIGHT”. 

[from left:the President Mr. Huang, Mr.Suzuki, Ms,Ohmichi]

The brand has 50 shops in many parts of Taiwan. Mr. Suzuki and Ms. Ohmichi met the president Mr. Bison Huang. In the stylish shop, there are a full of European/American eyewear products, as the shop is an agent of European brands. He said that since he has not handle Japanese eyewear yet, he’d like to purchase it at IOFT, looking around the show actively.

SEE’S LIGHT

http://www.seeslight.com

Also, Mr. Suzuki and Ms. Ohmichi met Mr. John Chang, a manager of a retail shop, JINJU EYEWEAR. 

[with the Manager of JINJU Mr.Chang]

They have 10 shops, mainly in Kaohsiung and it is handling Japanese eyewear such as JAPONISM. Mr. Chang said that he looks forward to coming to IOFT, as he can see Japanese eyewear and also luxury eyewear which is highly in demand all at once there. Especially JINJU has already dealt with manufactures in Sabae and he will visit IOFT to look for new brands. At IOFT, lots of fantastic eyewear will be exhibited. May he have wonderful meetings!

.

This time, Mr. Suzuki and Ms. Ohmichi visited numbers of eyewear shops and explained about IOFT. As a result, more than 70 premium buyers are expected to come to IOFT 2011. They said that most of people they met are interested in Japanese eyewear. We hope all exhibitors will attend the show with perfect preparation.

[Visit to China]

Then, our staffs Mr. Kikuchi and Ms Ge went to China.

First, they met Mr. Paul Wong, the president of SHANGHAI CORRIS OPTICS. 

[from left:Ms.Ge, the President Mr,Wong, Mr.Kikuchi]

The company serves as agents of 13 Japanese, European/American brands in all. Although he visited IOFT every year, unfortunately he said he is not going to come to IOFT this year. However, the explanation of Mr. Kikuchi and Ms. Ge made his mind changed. Finally, he agreed to visit IOFT this year as well. It’s good news! We’re looking forward to seeing him at the show.

Finally, Mr. Kikuchi and Ms. Ge visited SHANGHAI MATIAN EYEWARE/ SHANGHAI IDEE EYEWEAR and met the president Mr. Jack Ma. 

[left side:Mr. Kikuchi, right side:the President Mr.Ma]

This company is the third biggest retail shop in Shanghai, having over than 30 shops only in the city. Mr. Jack said that Japanese luxury frames have high quality and famous among the rich in Shanghai. Besides, having the frames is regarded as a status and that’s why the frames are sold well. Therefore, he said he’d like to see mainly “IOFT Luxury Collection” and purchase gold frames during the show.

Mr. Kikuchi and Ms. Ge went around the eyewear shops in China over one week. This year, we’re welcoming lots of premium buyers from Chinese major eyewear retail shops such as HENAN BEST OPTICAL CHAIN, the owner of 200 shops in China and BAODAO OPTICAL, the owner of 99 shops in China. All of them are interested in Japanese and European/American eyewear with good quality, as it’s especially in demand among the rich in China’s growing economy.

[Visit to Korea]

Finally, we’ll report on a visit to Korea. This time, the Show Director Mr. Sakamoto, Ms. Jong and Ms. Lee visited eyewear shops in Seoul and Busan.

In Seoul, they met Mr. Park Dae Seong, the president of TOMATO D&C which is a major eyewear shop owns 630 shops in Korea. 

[the President Mr.Park and the Show Director Mr.Sakamoto]

Mr. Park, who took office as new president this year, is very interested in Japanese eyewear industry as well as IOFT. He made a promise to us that this year, he will visit IOFT with buyers who have the authority in order to consider more earnestly than ever and decide to purchase products then and there.

TOMATO D&C

http://WWW.1001OPTICS.CO.KR

In Busan, the second largest city in Korea, Mr. Sakamoto, Ms. Jong and Ms. Lee visited GALLERY OPTICAL CO., LTD which owns 28 shops mainly in Busan throughout Korea and met the president Mr. Kim Kikon. 

[second from the right:Mr.Sakamoto, third from the right:the President Mr.Kim]

Mr. Kim will participate in ribbon cutting ceremony which will be held as an opening event of IOFT. He has already deal with Japanese manufactures actively and visited Fukui in Japan once every few months. He will visit IOFT with 11 shop managers this year as he comes to IOFT every year. He said he’s really looking forward to come to the show.

GALLERY OPTICAL CO., LTD

http://www.alostyle.com

After that, they met Mr. Kim Chan Young, the representative director of NUNSARANG OPTIC. 

[left side:Mr.Kim, right side:Mr.Sakamoto]

The company has 22 shops in Busan and 47 shops in total throughout Korea including franchises. During the conversation, they found an astonishing fact that Mr. Kim visited IOFT 10 years ago. Our staffs explained a lot about how IOFT has been changed for 10 years and what the highlight of the show is. As a consequence, he promptly replied that he will surely visit IOFT with his staffs this year. He also said that he’d like to purchase good products and offer them to his customers. It warmed our staffs’ heart to feel full of consideration for his customers.

Apart from those visits, our staffs held a conference for visitors in Korea and as a result, participants introduced them new visitors. Mr. Sakamoto and Ms. Lee said that was a really beneficial visit for them.

[Editor’s Note]

IOFT attracts people’s attention as a place where stylish products with high quality is gathered under one roof. Show Management hopes that numbers of buyers from various Asian countries visit IOFT 2011 and for the purpose, staffs visited lots of retail shops. As a result, over 400 buyers from Asian countries will come to IOFT this year.

To meet big expectation of those buyers, staffs will put more and more sprit into preparation for the show. Show Management offers “Matching-Service” to connect overseas buyers with exhibitors and many of those premium buyers told us they would like to utilize this service and to have business meetings.

This year, we can see more active business meetings during the show.

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.

[Vol.10] VISIONIZE–Newly Launched Japanese Official Sales Agent of Major International Company in Italy, Marcolin, will exhibit at IOFT 2011!

Now, we have less than 1 month until IOFT. Countdown has just started!

Buyers as well as exhibitors are supposed to start their final preparation for the show.

Today, we have special news to announce. As lots of new companies have decided to exhibit IOFT, this time, we feature a first time exhibitor we’ve been waiting for a long time.

~TOD’S, SWAROVSKI, TOM FORD and MONTBLANC, etc. 
                                             famous brands are lined up~

Interviewee:

Mr. Steven Medeiros, Representative Director,VISIONIZE

Interviewer: Haruka, International PR, IOFT Show Management.

Haruka (IOFT):

Then, please introduce your company.

 

Mr. Medeiros (VISIONIZE):

Our company was newly established in Japan in 2011 as an official sales agent of Italian company, Marcolin.

The company name comes from “VISION” and “NIZE=vary or realize”. We named it with wishes that we want to create more opportunities to express fashion mode or one’s identity in our information oriented society where “seeing” or “knowing” is considered important. In addition, we wish that eyewear which is still regarded as a tool of orthoptics or protecting eyesight will be popularized as not only fashion item, but also essential item in our daily life. We’d like to play a part in leading eyewear industry with other eyewear brands and manufactures.

Haruka:

We also hope that more and more consumers feel eyewear familiar to them, as eyewear can be a weapon as a fashion item. At the same time, we have to appeal eyewear to people much more which can make people stylish, beautiful and correct eyesight.  

Mr. Medeiros:

I think so. By the way, we’re handling following brands:

SWAROVSKI、John Galliano、DSQUARED2、TOD'S、TOM FORD、DIESEL、MONTBLANC、JUSTcavalli、roberto cavalli、MISS SIXTY、REPLAY、TIMBERLAND

Haruka:

All of them are famous and fashionable brands. We have received a number of voices from eyewear shops that they have been waiting VISIONIZE to exhibit and we quite agree with them

Well, could you tell us the reason for exhibiting at IOFT 2011?

Mr. Medeiros:

It would be nice that people can feel the values of Marcolin or each brand and we can make our brands popular by exhibiting at IOFT. For that, we will introduce many products with good taste and quality. Above all, we think IOFT is a good opportunity for us as a new agent to greet all participants.

Also, we’d like to obtain useful information there such as what is important for eyewear industry by grasping the latest mode of eyewear brands throughout the world.

Haruka:

A lot of buyers not only from all over Japan, but also from each Asian countries visit IOFT. From various points of view, IOFT would be a great opportunity to have business meetings as well as to absorb information on Japanese as well as Asian eyewear markets of the present day.

Please make the best use of this opportunity.

Well, you are handling many brands, aren’t you?

Could you please introduce some brands which will be exhibited at IOFT 2011?

Mr. Medeiros:

First, this is a model DSQUARED2. (model: DQ5051)

[DQ5051]

This model is a kind of wellington glasses which remind the nostalgic front of college glasses. The combination of this front and contrastive sharp and modern temple makes the glasses interesting.

Haruka:

I see. The front looks retro and deep. However, when looking at side, a logo on the temple exquisitely goes well with the front and seems to be cutting edge. The model will give different impressions depend on fashion.

Mr. Medeiros:

Secondly, let us introduce JG5012 from John Galliano.

[JG5012]

This is a model used as a season’s image. Being different from avant-garde image of the brand, the model has a standard square with vintage color.

Haruka:

It has quite unique color. The model seems to be nostalgic. On the other hand, it creates a sophisticated image thanks to the shape of lenses which are not too big.

Mr. Medeiros:

Third brand is a well-known brand, SWAROVSKI. (model: SW5006)

[SW5006]

The model has a symbolic design for SWAROVSKI as faceted crystals are used as a part of its frame. While the frame looks gorgeous, we feel very comfortable wearing the model.

Haruka:

Wow, It’s a logo of SWAROVSKI. The black frame set off the crystals well and the model looks really elegant!

Mr. Medeiros:

Thanks! Then, I’ll show you the forth brand, TOD’S. (model: TO5024)

[TO5024]

The model has a rather thick rim with beautiful color gradation. It is a symbolic design for high quality and elegant brand, TOD’S.

The model has timeless design and will fit any style.

Haruka:

The model has a simple and thick frame, but at the same time, it has really beautiful gradation color. I think, the model must suit intellectual business style and casual style as well.

Mr. Medeiros:

Finally, I’ll introduce TOM FORD. (model: TF5224)

[TF5224]

Most notable eyewear design in this year is “Cat Frame” and the frame originated in this model. It’s not too much to say that this frame is the best frame of TOM FORD that has always bold design with rich quality.

Haruka:

I wanted to try “Car Frame”. With this comfortable color, we can change our impression completely and use as one of our favorite glasses.

It‘s so amazing that all of your models represent strong fashionability. We can’t decide which to choose.

Are you going to exhibit more glasses at the site, aren’t you?

Mr. Medeiros:

Of course. We hope all buyers will like them!

We’d like to meet a lot of people during the show anyway.

Beside, we’ll do our best to popularize eyewear in Japan more and more, tying up with Marcolin which is excellent in designability and branding.

If you make an appointment with us during the show, please contact:

VISIONIZE

Contact to：Shibuya, Yamaguchi, Okabayashi, Kajiwara, Hashimoto (Mr./Ms.)

TEL:03-5772-7362  FAX：03-6804-3653

Haruka:

Thank you, Mr. Medeiros! It would be nice that consumers will enjoy eyewear as an item of fashion much more. Buyers must look forward to seeing your eyewear.

We hope you’ll have a great outcome through meeting lots of buyers during the show.

[Editor’s Note]

This time, we introduced a new exhibitor VISIONIZE (the official sales agent of Marcolin in Japan), that is one of the special news for IOFT 2011. Their booth will be filled with enthusiastic buyers, as they handle various fashionable brands. We’re so excited, just imagining the scene.

Next time, we’ll feature exhibitors who have any eyewear related product.

Don’t miss it!

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[Vol.9] Long Awaited New Exhibit Area is Launched! ”tide – The IOFT Int’l Designers” –Vol. 2-

Following last edition, we’ll feature designers of “tide –The IOFT Int’l Designers- “ today.

So excited to see their great colors

First, let’s us introduce the eyewear made of new material, “recycled paper”.

Interviewee:

Mr. Simon Chim, Principal Designer, Simon Says Concepts Ltd.
Eyewear Brand 「chimmm」HP：　http://www.chimmm.com

Simon Chim HP：　http://www.simonchim.com  

Interviewer:Haruka, International PR, IOFT Show Management 

Haruka(IOFT Show Management):

First, could you please introduce your brand ?

[Mr. Chim]

Mr. Chim (Simon Says Concepts Ltd.):

Simon Says Concepts is a company known for interior design and home decoration products. I’m not only the principal designer but also design and produce very special clear Resin Products that are supplied to concepts stores, department store, hotels and exclusive venue all over the world since 2001. The first sunglasses collection chimmm…… was launched at Silmo Paris in 2009.

Haruka:

So the Resin Products will be the key exhibit at IOFT2011?

Mr. Chim:

That’s right. We recycle used papers and produce new materials or products. Most of you will probably imagine that we break the papers into small pieces, dissolve and process them. But look at the glasses carefully. Can you see the original print left on them?

[PRF-110110(Comic)]

This is a technique that coats papers with multiple and protective layers. That means we use papers just as they were. This technique can only be achieved by hand.

Haruka:

Everything only by hand work! I feel overwhelmed. The technique is really essential for this Recycle Paper Frames.

Mr. Chim:

Then, let’s check each pair of glasses very carefully. Can you see patterns made up of papers which you might see everyday such as magazines, newspapers and comic books etc.

[PRF-110106(Text)]

[PRF text 05}

Being aware that millions of tons of waste paper are burned or buried, my heart was broken, seeing all these colorful materials and creative works are destroyed. I want to prolong the life of these materials so that we can appreciate the effort behind each for a longer time. As a result, the frames made of recycled paper are created.

Haruka:

I see. This is really effective way of recycling. I would be excited if the frame is made of a comic book I used to read in childhood.

Mr. Chim:

During IOFT 2011, we will also launch an interesting exhibit “Recycle Paper Professional Hall of Frames” .100 professional individuals are invited to participate. All of their frames will be personalized and to be tailor made in this projects. For example,

medical chart for doctors, manuscript of comics for cartoonists and so on. We will produce frames by utilizing unique papers used in special business field.

Haruka:

That sounds interesting. Even if we can’t see the participants directly, their faces will come to mind through the eyewear. Can’t wait to see them!

Mr.Chim:

We would like to extend our market to Japan and believe that IOFT is the best platform to showcase and deliver our unique design concepts to the Japanese market. Also, we expect to attract Japanese buyers and not only in the eyewear industry but also in fashion as well as individual corporate brands.

So, If you’re the buyer and want to make an appointment with us, please mail to:

info@simonsaysconcepts.com

We look forward to see you all!

Haruka:

We’re so excited to see the special project only at IOFT. Thank you, Mr. Chim!

Okay, move to the next exhibitor.

The revolutionary brand is established 2009 in Denmark and won various design awards in eyewear industry.

Interviewee:

Mr. KENTARO HAGIHARA, MONOQOOL

http://www.monoqool.com/

Haruka:

MONOQOOL is famous for spiral hinge and I think industry professionals must know the brand. But, I’m surprised to hear that it’s founded just in 2009. It’s quite new brand, isn’t it?

[Mr. Hagihara]

Mr.HAGIHARA (MONOQOOL):

Yes, it is. MONOQOOL is founded in 2009 by two Danes who have lived in Japan for long time. In fact, both of them entered eyewear industry from different business, interior industry. What’s more, a designer, Ms. Karina Mencke of tools design, also comes from different industry. That’s why they could think different outside the stereotypes. After that, they launched their first eyewear collection for all over the world in spring 2010.

Also, thanks to experienced engineers in Sabae in Japan, MONOQOOL was able to commercialize their design. As a result, in spring 2010, we won “best of the best” as a top category of “red dot design award” in Germany, which is one of the most authoritative design awards. What surprising is that “iPad” of Apple won another award at this time. After that, we also won “Most innovative eyewear collection 2010” in ”The Spectacle Showcase” in USA.

Haruka:

Well, I was surprised when I saw HELIX Collection at first time. It’s pretty new and so amazing!

Mr.HAGIHARA:

Thank you. We’ve exhibited at IOFT since we debuted and this year, we will exhibit for third time. MONOQOOL is a quite new brand which has gone on the Japanese market for year and a half, though. We think IOFT is the most effective opportunity to make our brand popular. Of course, we know the enormous effect of being featured by mass media, however, we’d like people to touch and see our products directly to know real excellence of our products. So please come to our booth and see actual product on the site.

Haruka:

Well, we can’t know the essential qualities of the products until we see them directly. We must visit your booth!

Then, please introduce new products for this year.

Mr.HAGIHARA:

First, let me introduce a familiar one HELIX Collection.

The frames have no screw bolts or welding and it have won various awards. Also, new colors and model will be added to the collection which obtained a patent.

Next is HELIX NXT Collection.

These frames are bulletproof and very light and the lenses are made from NXT used as a window of American helicopter. The front of glasses is just 5g in weight and is free from crack. You will definitely feel comfortable with these frames. They are designed by tools design, too.

You can’t miss the model “Photo Chromatic” which front color changes from light gray at indoors into dark gray at outdoors.

Look at the video movie!

Then, we’ll introduce new works.

First, this is HELIX PEN (provisional name).

It has a totally new temple.New temple with decorativeness such as sheet metal is added to the usual 1mm temple.The glasses become more fashionable as the innovative spiral structure is kept as it is.

I’m sorry, we can’t show you the collection, because we don’t have a picture yet. But please visit our booth!

Let’s move to next new collection PIANO Collection.

Different from HELIX, prototype of new innovative “PIANO Collection” will be launched.It is suitable for MONOQOOL which always produce innovative eyewear.

We’re now working on prototype, so we don’t have pictures of it. We look forward to seeing you at booth.

Haruka:

You have variety of collections! Especially for the two of new collections, we’re really interested in what a new technique is used.

Mr.HAGIHARA:

The collections have full of surprising structures which connect front and temple by rotating the temple or fix lenses by taking off a nose pad.

Come and see the collection created by collaboration of sophisticated Danish design and experienced engineers in Sabae.

If you want to make an appointment during the show, please contact to

Kentaro Hagihara (Mr.)

hagihara@monoqool.com

090-1148-7722

This year, we’re going to exhibit sunglass collection, so we look forward to see also buyers from apparel industry.

Haruka:

Thank you very much, Mr. Hagihara. Your brand will surely attract various buyers’ attention.

Finally, we’ll introduce a brand led by a German genius which carried out a revolution with sheet metal.

Interviewee:

Mr. Lai, PR, ic! berlin japan

HP: http://ic-berlin.de

twitter: http://twitter.com/ic_berlin_japan

facebook: http://www.facebook.com/ic.japan

blog: http://icberlinjapan.blogspot.com

Haruka:

Please introduce ic! Berlin.

Mr. Lai (ic! berlin japan):

[Mr. Lai]

 In 1996, Ic! berlin was found in Berlin in Germany. At the beginning, we produced glasses by using new medical industrial stainless in 0.5mm thin, what is called “sheet metal”. The model had a great deal of attention for strong and flexibility of the stainless, lightness of frame weighing just about 10g and its original screwless hinge which is the logo of ic! berlin. Because of these special features, it won various awards at SILMO, the largest eyewear exhibition in France, in 1998.

By original hinge, we can disassemble and assemble all the parts of the glasses without using any tool like a puzzle ring. ic! berlin grab eyewear fans from all over the world with its novel design, high quality like “100% hand-made in Berlin” and comfortable feeling when wearing.

Haruka:

We’ll feel absolutely comfortable when hinges fit into each other very smoothly with bit of physical resistance. As everybody has known the brand ic! berlin at IOFT, are you going to exhibit at tide this year, aren’t you?

Mr. Lai:

ic! berlin exhibits at IOFT almost every year and we requested Show Management to launch a new edgy area like tide where overseas designers’ brands are gathered. This time, the area we exactly expected is launched as tide, so we decided to exhibit at the area without hesitation. We hope the area will create a free atmosphere which overseas exhibitions such as Silmo or Mido do and IOFT didn’t have before, as tide is special area where overseas brands are gathered under one roof.

Haruka:

Every year, we make new findings in your new products and are surprised.

How about this year?

Mr. Lai:

Most of new works for this season are not so gaudy, but we’ll release a lot of elegant and user-friendliness models like “edelweiss” which is made embossing and was on sale this spring. Hope you’ll like them!

[edelweiss]

[alpenrose]

[andreas]

Haruka:

I think most of the readers want to know more about the models, but we have to wait until the show!

Mr. Lai:

I’m glad to hear that.

ic! berlin is an eyewear brand as well as platform to share a culture of ic! berlin. We’d like to share the culture by exhibiting at such a large exhibition like IOFT. We’re going to prepare yummy foods and drinks on the theme of “o”ic! berlin” (oic=oishi=delicious), at our booth as last year, so please come and join us!

Haruka:

Nice foods and eyewear. I bet your booth must be filled with buyers.

Mr. Lai:

I hope so. If you want to make an appointment with us, please contact to

ic! berlin japan

tel: 03 6804 2064

mail: japan@ic! berlin.de

We’d like to see not only buyers from eyewear shops but also from other industries and people who don’t know about ic! berlin. We’re looking forward to seeing you.

[Editor’s Note]

This time, we featured overseas designers at tide as last time, MONOQOOL and Simon Says Concepts which entered eyewear industry from different business industries and ic! berlin which has been highlighted with sheet metal and now become very popular.

All of them took in new method and techniques and inspire eyewear industry with those new ideas. A pair of glasses is actually crammed with surprisingly various techniques. Every year, we make new findings with joy as we walk around inside IOFT.

We hope, you’ll have such a lovely meeting this year as well!

Written & Edited by Haruka Miyata, International PR, IOFT Show Management

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