The Luxottica Days, an annual event dedicated to showing Luxottica’s top wholesale customers the upcoming collections, took place from November 13 through 23 at Superstudio Più, Via Tortona, Milan.


Around 5,700 m2 were designed from scratch to provide the backdrop for the new Spring/Summer 2018 eyewear collections that will be available in stores starting in March. Each brand in the Luxottica portfolio was brought to life in its own dedicated space, where new products and bestsellers highlighted the unique characteristics, heritage and craftsmanship of every brand.  

Approximately 13,500 new styles (out of a total of about 40.000 styles) were on display for Luxottica’s top customers to experience.

The special focus of this edition was on Luxottica’s house brands where new stories and collections were conveyed in spectacular settings. Ray-Ban told its “Reinvention of an Icon” story which celebrates the innovation of Ray-Ban iconic models. Oakley showcased its PRIZM lenses, the Latch & Performance collections and the launch of its Cycling collection, with a corner dedicated to the 2018 Winter Olympics.  Following the success of the July 2017 Capsule Collection, Vogue Eyewear presented the new Gigi Hadid for Vogue Eyewear capsule collection. Persol showed off a renewed identity and emphasis on design and tailoring that inspired the new Sartoria collection, while continuing to keep the brand’s icons alive. Finally, Arnette presented the Must Have collection and the Casual Urban and Free Spirit segments.

For Luxottica’s licensed brands, special emphasis was given to Valentino, with a setting inspired by the house’s boutiques, focus on the Glamtech collection and a corner dedicated to the special model worn at Valentino’s SS18 fashion show.

The Prescription Lenses offering, especially for Ray-Ban and Oakley, played a central role in the event.   A dedicated Ray-Ban Prescription area presented the entire Prescription Lenses + Frames offering and a virtual reinvention of the category. A space dedicated to the Oakley Authentic Prescription highlighted the advantages and benefits of PRIZM lenses.

The Training Center dedicated to training and education for opticians, gave customers a complete view of the various courses offered by Luxottica’s Training experts, with a particular focus on digital learning.

A strong digital character was visible throughout the Luxottica Days, with large LED walls and digital installations transmitting product, campaign and brand storytelling videos that highlighted the distinctive DNA of each individual brand of the Luxottica brand portfolio.

Published on Nov 23 2017