Every year, Luxottica organizes three corporate events known as Luxottica Days which offer its major clients an opportunity to preview new collections in the brand portfolio along with all the most striking eyewear trends for the next season.


The July 2017 edition was staged in the enchanting setting of Villa Erba, on the shores of Lake Como. Doors open for 16 days of intense work during which 3,000 clients and visitors from across the world had the chance to get up close to the new products, experience our brand storytelling and make purchases for future months.

The new models of both sunglasses and prescription eyewear amounted to a total of more than 14,000 original articles to be previewed. Furthermore, they were promoted and enhanced by fabulous digital assets: more than 160 square metres of LED walls, together with interactive screens and sets served as a “video-frame” for the presentation of the new collections.

The importance of Luxottica Days, however, goes beyond their commercial capacity. Alongside smart and impressive exhibition spaces and brand areas - able to best display the trademarks and the stories of the collection - guests were offered the chance to strengthen their own businesses and industry knowledge through training opportunities. For example, they will take part in courses offered at each edition by Luxottica Academy, the company's Training & Education Program. 

For this edition, the attention was focused on the “Futurizing” area, a laboratory offering an open perspective of the potential store of the future and expressing the idea that in-store shopping experiences can be improved through integrated innovative technologies.

Using hi-tech workstations, interactive displays, virtual assistant, facial recognition and RFID technologies, towers connected to moving sensors, the area offered an innovative shopping experience, integrating contents with product and supporting consumers in their choice of eyewear. 

What can we expect in the future?

Consumers will be able to discover the new collections, the characteristics of the various products and the benefits of hi-tech model lenses thanks to digital display solutions or playfully engaging apps like the interactive Oakley table, which recommends the best PRIZMTM lens for consumers based on the sport they practice.

Advertising campaigns will be directly activated by the eyewear with an RFID tag. It will then be possible to update the showcase content by simply changing the product on display. The assortment in the shop will be digitalized on large vertical touch screens, making it possible to navigate from collection to collection, explore the product content, or even virtually trying on models not immediately available in the shop.

The digitalization process of the store is a joint opportunity for Luxottica and its clients. Success will depend on our ability to offer increasingly demanding consumers a stimulating physical and technological experience, personalized and made-to-measure, and the creation of immersive and engaging Brand content in the retail outlets.

Last updated: Jul 25 2017