SPECS MAGAZINE 2015

BRANDING PAGE 14 KNOWING YOUR SAY GOODBYE DNA TO THE PAGE 8 CONCEPT OF SELLING BOOTH PAGE 20 PLAN PAGE 20

BOOTH PLAN / FAIR FACTS / OUR COPENHAGEN / Q&A

145449_copenhagenspecs Magazine 2015.indd 1 16/02/15 10.13 NORWEGIAN DESIGN - ITALIAN CRAFTMANSHIP FOR EVERY PAIR OF KARMOIE FRAMES SOLD A PAIR OF CORRECTIVE GLASSES IS DONATED TO A PERSON IN NEED

2 www.karmoie.dk

145449_copenhagenspecs Magazine 2015.indd 2 16/02/15 10.13 CONTENT

04 Q&A / Fair overview 06 Fair Facts 08 About / Branding WELCOME TO 14 Guide / Our Copenhagen 16 Booth plan 18 Knowing your DNA 22 T rends 2015 COPENHAGEN 26 About / The exhibitors FAIR FACTS

EYEWEAR FAIR SPECS //2015 IN HISTORICAL SURROUNDINGS IN THE CENTER OF WONDERFUL

TRENDSETTING80

COPENHAGEN EXHIBITORS A OVER ’m very excited to open the doors to the second edition of copenhagen specs and show 2 DAYS CRE TIVITY 140 OF OPTICAL BRANDS the fantastic brands that the Scandinavian market can attract. This year’s interest in ex­ INSPIRATION P hibiting has been truly overwhelming and it illustrates Scandinavia’s unique position INDE ENDENT INSPIRATION

STORY PARTY in the eyewear world market. SATURDAY NIGHT TELLING # So why don’t we leverage this unique position and opportunity to start a new era. copenhagenspecs

BOOTHSBY Let us agree that the optical business in Scandinavia will meet once a year at copenhagen PERFORMANCE BY INNOVATION I DJ KATRINE RING AMBIENTE specs. Let us create the environment together. I cannot do it by myself. I need help from all 6 parts of the optical business. Opticians should be eager to get inspired by designers and sales people from the many brands that they sell in their shops. And get inspired by the brands they don’t sell, as well. C And of course, copenhagen specs is a great opportunity to meet old friends and colleagues. The supply chains as well as the independent chains should urge employees to visit co­ O P penhagen specs for inspiration and insights into the range of brands sold at the Scandina­ vian market. copenhagen specs is not a competitor to the supply chains’ local shows. copen­ E N H hagen specs is an independent fair with an ambition to create an environment of inspiration A G E N and creativity, where all opticians can meet across supply chains and shops. S P E C S Let us make the most of the opportunities created by copenhagen specs and create an eyewear fair where the whole Scandinavian optical business meets to move the industry for­

ward, together. IF YOU WANT TO EXHIBIT AT COPENHAGEN SPECS PLEASE CONTACT MORTEN AT [email protected] FOR YOUR OPTIONS. Have a great fair and remember to visit all the great exhibitors. 29

Morten Gammelmark EDITORIAL

copenhagen specs IVS Sverrigsgade 2a, 5. TH. 2300 Copenhagen S www.copenhagenspecs.dk [email protected]

Editor: Morten Gammelmark [email protected]

Design, production & print: Datagraf Communications St. Kongensgade 72, 1264 Copenhagen K. Denmark NORWEGIAN DESIGN - ITALIAN CRAFTMANSHIP +45 3313 7383 www.datagraf.dk FOR EVERY PAIR OF KARMOIE FRAMES SOLD copenhagen specs is not A PAIR OF CORRECTIVE GLASSES IS DONATED TO A PERSON IN NEED responsible for possible errors in advertising and the text to the advertising.

3 www.karmoie.dk

145449_copenhagenspecs Magazine 2015.indd 3 16/02/15 10.13 COPENHAGEN SPECS MAGAZINE 2015 Q&A / MORTEN GAMMELMARK

// Q&A COPENHAGEN SPECS // 2015 Når du brænder for noget, kan du sætte ild til andre

IOGN og Feincshmecker Optik bygger på passion for high-end brilledesign og optik. Vores mission er at servicere et netværk af uafhængige optikerforretning- er med viden, markedsføring og fordelagtige aftaler til eksklusive brands. Vores mål er at løfte hver enkelt butik op over mængden, skabe unikke oplevelser for ADDRESS / LOKOMOTIVVÆRKSTEDET, OTTO BUSSES VEJ 5A, 2450 COPENHAGEN SV. kunderne og få vores medlemmer til at præstere på et

konstant højt niveau. TAXI / (+45) 35 35 35 35 / (+45) 48 48 48 48 PARKING / Remember to buy parking ticket. Vores drøm er at se det brænde i dine kunders øjne … OPENING HOURS / Saturday, 7th of March 2015 / 9.00 - 18.30 Sunday, 8th of March 2015 / 9.00 - 17.00 Besøg os på Copenhagen Specs, stand 59 og se, hvilke PRACTICAL DINNER PARTY / Saturday, 7th of March 2015 / 18.30 - 02.00 værktøjer vi bruger til at skabe succes for butikkerne, INFORMATION FOR FOOD & BEVERAGES / Visit the bar in the middle samt hvordan du bliver en del af vores netværk. VISITORS LECTURE FOR STUDENTS / Saturday the 7th of March 2015 / 12.00 - 14.30

DISTANCE TO / 12.2 km DISTANCE TO COPENHAGEN CENTRAL STATION / 2.7 km DISTANCE TO CITY HALL SQUARE / 3 km

BOOTH FOR COPENHAGEN SPECS 2016 / send an inquiry to [email protected]

! FOR ANY OTHER QUESTIONS PLEASE ASK THE GIRLS IN THE ENTRANCE AND THEY WILL DO THEIR BEST TO HELP. www.iogn.dk / www. feinschmeckeroptik.dk

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CopSpecs_annonce_297X210.indd 1 27/01/15 17.14 145449_copenhagenspecs Magazine 2015.indd 4 16/02/15 10.13 Når du brænder for noget, kan du sætte ild til andre

IOGN og Feincshmecker Optik bygger på passion for high-end brilledesign og optik. Vores mission er at servicere et netværk af uafhængige optikerforretning- er med viden, markedsføring og fordelagtige aftaler til eksklusive brands. Vores mål er at løfte hver enkelt butik op over mængden, skabe unikke oplevelser for kunderne og få vores medlemmer til at præstere på et konstant højt niveau.

Vores drøm er at se det brænde i dine kunders øjne …

Besøg os på Copenhagen Specs, stand 59 og se, hvilke værktøjer vi bruger til at skabe succes for butikkerne, samt hvordan du bliver en del af vores netværk.

www.iogn.dk / www. feinschmeckeroptik.dk

CopSpecs_annonce_297X210.indd 1 27/01/15 17.14 145449_copenhagenspecs Magazine 2015.indd 5 16/02/15 10.13 FAIR FACTS

EYEWEAR FAIR IN HISTORICAL SURROUNDINGS IN THE CENTER OF WONDERFUL

TRENDSETTING80

COPENHAGEN EXHIBITORS A OVER 2 DAYS CRE TIVITY OF OPTICAL 140 INSPIRATION BRANDS P INDE ENDENT INSPIRATION

STORY PARTY SATURDAY NIGHT TELLING # copenhagenspecs

BOOTHSBY PERFORMANCE BY INNOVATION DJ KATRINE RING AMBIENTE

vi ses på stand nr. 12

6 P´8478 The Heritage | www.porsche-design.com

145449_copenhagenspecs Magazine 2015.indd 6 16/02/15 10.14 vi ses på stand nr. 12

7 P´8478 The Heritage | www.porsche-design.com

145449_copenhagenspecs Magazine 2015.indd 7 16/02/15 10.14 COPENHAGEN SPECS MAGAZINE 2015 ABOUT / BRANDING

COPENHAGEN SPECS // ‘15

BRANDING If you think eyewear is about selling eyewear, you’re wrong. Your customers do not simply buy a frame. They buy a story. They are attracted to a personality, a message, an idea that they identify themselves with. They buy your brand.

o a customer anywhere in the world, the range of options when choosing eyewear is enormous. What makes a person pick one pair of glasses over another? Design, ergonomics, price? Sure, all of the above are critical pa­ rameters that affect sales. A certain decisive parameter, however, is much less tangible. Although invisible to the eye, it holds the key to the hearts of customers. Expressed in Tone simple word: Branding. What’s your story? It is a common misconception to confuse branding with mar­ BY MIA FORUM PALVIG keting. Whereas marketing refers to strategies and tools promo­ ting your business, such as ad campaigns, webpage design and social media presence, branding refers to the identity of your

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145449_copenhagenspecs Magazine 2015.indd 8 16/02/15 10.14 IT HAS ALWAYS BEEN IMPORTANT TO US TO EXPRESS A DISTINCT PERSONALITY WITH A REAL STORY BEHIND IT. WE STAY TRUE TO OUR VALUES AND THE AUTHENTICC IDENTITY GIVES US AN EDGE THAT ATTRACTS CUSTOMERS. OUR BRAND IS THE HEART AND SOUL OF OUR COMPANY.

business. Selling eyewear is not just about selling eyewear. Christian Wolf It is about selling stories. Your brand is comprised of your marketing manager personality, your voice, and your message, and branding and founder of ROLF is the process of establishing those traits in a brand story. The story of your brand should then permeate all aspects of your business. Truly successful brands are those that build a strong brand story and succeed in making it inextricably connected to the products. One of the optical brands that are succeeding in build­ ing a unique brand in the market is Austrian ROLF Spec­ tacles. The family-run business sells wooden eyewear with­ out the use of metal parts and so the story of hand-made innovative quality sits at the core of the business identity. “It has always been important to us to express a distinct personality with a real story behind it. We stay true to our values and the authentic identity gives us an edge that at­ tracts customers. Our brand is the heart and soul of our

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145449_copenhagenspecs Magazine 2015.indd 9 16/02/15 10.14 COPENHAGEN SPECS MAGAZINE 2015 ABOUT / THE EXHIBITORS

CUSTOMERS BUY FOR A NICHE BRAND LIKE STORE EMPLOYEES ARE 13290 • 13287 Mod. / menrad.de OUR MOST VALUABLE EXPERIENCES AND OURS, BRAND PRIMARILY BRAND AMBASSADORS STORIES. IN ORDER TO HAPPENS IN THE STORE. AND WE PUT EFFORT TRULY ENGAGE AND INVITE OUR EYEWEAR NEEDS TO INTO MAKING SURE CUSTOMER LOYALTY, YOUR BE IN THE RIGHT STORE, THEY UNDERSTAND OUR BRAND HAS TO DARE TO PRESENTED IN THE CORRECT BRAND AND HOW TO STAND OUT IN A WAY THAT WAY AND SUÅPORTED B BY COMMUNICATE IT INSPIRES STAFF THAT ARE CAPABLE OF EXPLAINING EXACTLY WHAT Lars Iversen, co-founder of the Karsten Laugesen, founder MAKES OUR PRODUCTS Norwegian brand KARMOIE of Danish eyewear agency SPECIAL Alivestyle Pedro da Silva, Vava eyewear

company,” says Christian Wolf, spired, it is absolutely essential that op­ eyewear needs to be in the right store, marketing manager and founder of ticians feel inspired. Most customers presented in the correct way and sup­ ROLF. experience your eyewear when it is ported by staff that are capable of An example of distinct personality introduced to them by store salespeo­ explaining exactly what makes our beyond that signaled by the eyewear ple. Your brand can only live up to its products special,” says founder Pe- can be found on the ROLF website, full potential if these ambassadors love dro da Silva, VAVA. where the team declares their love your brand as much as you do, because Since you do not hold ultimate au­ for classic cars as the foundation of you are not there to communicate it di­ thority over your brand identity, at the design process. rectly to customers. the end of the day, the true meas­ Brands live through ambassadors “In the optical business, stores con­ ure of your branding success is in While you set the tone for your trol more than 90% of sales. They are earning loyal customers and store brand, you cannot control how it is incredibly powerful. With such power employees who become your brand perceived. A brand identity is only over the sales process, you have to make ambassadors. They have to really truly valuable if it speaks to the cus­ sure store employees are fully versed in feel and truly understand what your tomer in a way where they can take your brand, with a passion. Their pas­ brand is all about. And it is impor­ it on as their own. It has to inspire. sion will shine through and make cus­ tant to remember that branding isn’t MODERN LOOK. “Customers buy experiences and tomers passionate about your prod­ a one-time thing that you can tick off stories. In order to truly engage and ucts, too,” says Karsten Laugesen. when establishing your business. It German Eyewear since 1896. MODERN EYEWEAR. invite customer loyalty, your brand VAVA eyewear, with a handmade is an ongoing effort, and the story of has to dare to stand out in a way that post-industrialist design profile, realize your brand must be reflected in eve­ inspires,” says Karsten Laugesen, the importance of opticians as brand rything you do and everything you founder of Danish eyewear agency ambassadors. communicate. Alivestyle. “For a niche brand like ours, brand­ For the customers to become in­ ing primarily happens in the store. Our VISIT US @ BOOTH 55 TO VIEW HIGHLIGHTS FROM

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Menrad_Couple_210x297mm.indd 1 28.01.15 15:51 145449_copenhagenspecs Magazine 2015.indd 10 16/02/15 10.14 menrad.de / Mod. 13287 • 13290 • 13287 Mod. / menrad.de

MODERN LOOK.

German Eyewear since 1896. MODERN EYEWEAR.

VISIT US @ BOOTH 55 TO VIEW HIGHLIGHTS FROM

Menrad_Couple_210x297mm.indd 1 28.01.15 15:51 145449_copenhagenspecs Magazine 2015.indd 11 16/02/15 10.14 Visit us at MIDO International Optics · 28th of February – 2nd of March 2015 · Milano, Italy Copenhagen Specs · 7th – 8th of March 2015 · Copenhagen, Denmark Vision Expo East · 20th – 22nd of March 2015 · New York, USA

145449_copenhagenspecs Magazine 2015.indd 12 16/02/15 10.14 Visit us at MIDO International Optics · 28th of February – 2nd of March 2015 · Milano, Italy Copenhagen Specs · 7th – 8th of March 2015 · Copenhagen, Denmark Vision Expo East · 20th – 22nd of March 2015 · New York, USA

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01 THE LATIN QUARTER IN THE CITY CENTER 02 THE HIP STREET JÆGERSBORGGADE 03 COPENHAGEN CYCLISTS

When tourists go sight- seeing in Copenhagen, The Little Mermaid, and Palace are usually on top of the list, and with good reason. But in a city with much more to offer than that, we want to recommend some of our favorite spots in Copenhagen’s different neighbourhoods. 04 MEETPACKING DISTRICT AT VESTERBRO

02 11 NØRREBRO

Nørrebro is Copenhagen’s densely populated and multicultural melting pot. Here you have kebab shops next to trendy bars and great designer shops in streets where lots of people of different ethnicities, students and many more go about their daily routines. Pay a visit to the Assistens Cemetery – a breathing space where great personalities such as Hans Christian Andersen and Søren Kierkegaard are buried. Or take a stroll down Jægersborggade – a hip and colorful street where you can get excellent coffee, a great gastronomic experience, luxurious vintage items, handmade ceramics and much more. Get a quality meal with good value for money at Manfred’s & Vin or get a sweet taste at the only caramel OUR cookery in Copenhagen, Kammelleriet.

COPENHAGEN14

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THE BLACK DIAMOND 05 06 THE OPERA HOUSE 07

THE COZY YET BUSY THE FREETOWN CHRISTIANIA 08 STREET VÆRNEDAMSVEJ 09

TORVEHALLERNE AT ISRAELS PLADS – AN EXCLUSIVE THE ASSISTENS CEMENTERY WHERE WRITER MARKET WITH DELICACIES OF ALL SORTS 10 HANS CHRISTIAN ANDERSEN IS BURIED 11 CHARMING 12

04 09 01 03 05 08 10 12 07 08 VESTERBRO THE CITY CENTER CHRISTIANSHAVN

This part of the city used to be the red light dis- The inner city of Copenhagen is full of beautiful and historical archi- Christianshavn is an old working class neigh- trict of Copenhagen and it is still home to sev- tecture such as , The Marble Church, Amalien- bourhood with a unique identity and it’s a eral porn shops and prostitutes. borg Palace and the picturesque houses at Nyhavn Harbour. Apart from place that has it all. beautiful buildings, downtown Copenhagen is both hip clothing stores, But today, Vesterbro is also one of the hippest record stores, coffee shops and chic stores of all kinds. The area is home to a mix of old bars and and most vibrant parts of the city offering ex- fancy restaurants – for instance the world cellent cuisines, designer shops, great coffee, Walk down the exclusive and St. Kongens Gade, visit The renown­ed Noma – not to mention the small galleries and lots of bars. Royal Danish Library in The Black Diamond by the waterfront, or expe- ­Freetown of Christiania, the Church of Our rience the hip and alternative shops in The Latin Quarter – one of the Savior, where you can get a nice view of Visit the Meetpacking District’s many restau- city’s oldest areas where you’ll also find The University of Copenha- the city and The Opera House, located fur- rants – PatéPaté is a great choice - and night- gen. If you are up for a quick bite, a quality beer or freshly squished ther out on Holmen. clubs where the party goes on all night. Or juices swing by Torvehallerne – an exclusive market with delicacies go to Copenhagen’s coziest yet busy street of all sorts. We highly recommend the confit de canard sandwich or a Take a walk round this charming part of Værnedamsvej, where you get a hint of France hamburger at Burger Jack. town with its cobblestoned narrow street and alongside the finest selection of e.g. cheese, small colorful houses, or jump on one of the wine, fish, and chocolate. Fotos: copenhagenmediacenter.com boats that will sail and guide you through Chris­tianshavn on the canals of Copenhagen.

145449_copenhagenspecs Magazine 2015.indd 15 16/02/15 10.14 COPENHAGEN SPECS MAGAZINE WHO / EXHIBITORS BOOTH PLAN/

24 LOKOMOTIVVÆRKSTEDET 56 29 28 27 80 57 7 49 48 DJ 72 Wa 79 75 74 73 rdrobe BAR RELAXING AREA 45 26 25 24 46 47 71 43 42 23 22 7778 44 3 40 20 69 41 21 70 56 2 Registration 39 38 19 18 68 67 362 63 61 433 34 54 13 150 51 76 Entrance 55 32 11 Main 60 12 16 17 37 66 53

36 35 15 14 65 64 4 1 Toilet s 59 58 52 31 30 10 9 8

Fair Entrance 45 44 43 42 60 59 58 57 56 55 54 53 52 50 49 48 47 46 41 51 EoE Glasses Independent Optics Group Nordic FLEYE Face á Menrad lafont FUNK Kilsgaard Eyewear Ørgreen Claire Goldsmith and Oliver Noxe Rodenstock Lenses tarian Cdesign.se Kraa Eyewear Ozone eyewear courrèges sunglasses TRACTION PRODUCTION Vesterby Vimden 80 79 78 77 76 75 74 73 72 71 70 69 68 67 66 65 64 63 62 61 OPO Design Marcolin Nordic Hoya ic! berlin Markus-T Optik IT Lesca Lunetier Eschenbach Essilor Helle Eriksen ONKELFERDI.DE L.G.R. LARKE Safilo TRIPLE X VASUMA Theo Alivestyle Good Look Eyewear Thomsen Eyewear

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145449_copenhagenspecs Magazine 2015.indd 16 16/02/15 10.14 24 56 29 28 27 80 57 7 49 48 DJ 72 Wa 79 75 74 73 rdrobe BAR RELAXING AREA 45 26 25 24 46 47 71 43 42 22 23 7778 44 3 40 20 69 21 41 70 56 2 Registration 39 38 19 18 68 67 362 63 61 433 34 453 54 13 150 51 76 Entrance 55 11 32 Main 60 12 16 17 37 66

36 35 15 14 65 64 4 1 Toilet s 59 58 52 31 30 10 9 8

Fair Entrance 11 19 18 17 16 15 14 13 12 10 20 03 02 01 05 04 07 06 08 09

MIAMAI Monkeyglasses BINÔCHE Coblens LICEFA GmbH/EIGENSIGN OPEX AB Rodenstock Eyewear BELLINGER Les Pieces Uniques nine eyewear LINDBERG HOLZBAU EYEWEAR Flair Inspecs Scandinavia Carlottas Village Suzy Glam AXEL S + EDELWEYES Woodone Eyewear Wiley X Tree Spectacles

40 39 38 37 36 35 34 33 32 31 30 29 28 27 26 25 24 23 22 21

CAROLINE ABRAM PARIS BBGR HARBOUR MONOCLES Colibris thorberg CMTS Distribution pLAtOy – Faoflex srl ROlf Spectacles Undostrial/Lucas de Staël Lunor AG KARMOIE inface iBrands Europe/8000 Eyewear See Concept VAVA eyewear STRUKTUR Shamir Silhouette Andy Wolf Jean Philippe Joly

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145449_copenhagenspecs Magazine 2015.indd 17 16/02/15 10.14 COPENHAGEN SPECS MAGAZINE 2015 DNA / KNOWING YOUR DNA KNOWING YOUR DNA DNA [dē’ĕn-ā’] noun

DNA is made of simple units that line up in a particular order within a long molecule. The order of these units carries genetic information. The language used by DNA is called the genetic code, which allows the genetic machinery to read the informa- tion in the genes. This information is the instructions for constructing and operating a living organism.

On the surface, each optician seems the same, but this is not the case. At least it shouldn’t be. You both may sell eyewear and may have similar styles, but each store should have its own unique genetic code - DNA. If you do not know your DNA, you will never be unique.

BY HELLE ERIKSEN

ooking at storefronts, opticians what their DNA is. Only a handful of Modern technologies all look the same, more or less. opticians are truly working on build­ and new possibilities LThe costumers find it hard to ing a personal expression to their store; are changing the optical spot the differences from the outside. making their DNA visible in every business at a fast pace. They even find it difficult to spot facet. Today, you have more the differences from the inside. You, possibilities than ever as a professional optician, have the Most opticians will probably say that to show how you differ respons­ibility to improve your skills, they only do high-end work. However, from your competition, equipment, sales speech and store if many accept bad lab work from time by telling your own story you want to gain the customers’ fa­ to time, don´t know the difference be­ and making eyewear a vour. Most of all, you have to know tween a warranty case and bad product­ more personal business your DNA. handling, don´t know anything about than in the old days. Do identity and marketing or forget to you tell your story? Not many opticians know the impor­ clean the windows. That does not char­ tance of their DNA. Even fewer know acterize a high-end optician.

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Eyewear is very comparable to cars. From the outside, they look similar. You might have seen the commercials where new cars are delivered with a bow and champagne on a stage. Such presentations happen in the real world of car sales, too. Imagine doing some­ Take a good look at your costumer ser­ thing simi­lar with eyewear. That would vice. Is every single person welcomed make a statement in the business and by a ”hello” and a smile? Do you have a you would surely increase your refer­ nice waiting area where all types of cos­ ences. How can you make it happen? tumers can be seated and served a cof­ You can also ask all costumers to fol­ fee? Do you hold the door open every low and like you on social media such Most opticians do a fantastic clinical time? All acts of good costumer service as Facebook, Instagram and Pinterest. job, building on deep knowledge about are noticed and appreciated. Remember to give them something of eyes. So, it’s all about what you add on value in return, like competitions and top. If you have all the latest equipment, What type of aftercare do you offer? offers. You can send them newsletters then remember to explain how it sets Most optician send a costumer out the with selective information adapted to you apart and how it makes a difference door with their new eyewear and don´t their interests. Remember, don’t spam to the costumer. If you don´t have the know when they will see the costumer but add personal value. SunMax: e-mirror UV: Xperio gradueret: latest ­equipment, then consider if it is again. Consider giving them a call af­ Komplet løsning der giver Trendy spejlglas til at Graduerede polariserede im­portant to your DNA. Take a good ter one week. Or send them invitation Being professional and high-end does look at your market, your costumers and to an event and remember their birth­ not have to cost a fortune. It is your dig moderne solbriller uden matche alle stilarter og glas • forhindrer blænding the competition, and set yourself apart days. All that is unexpected will add choice and your responsibility. Only you at gå på kompromis med kunder. • refleksbehandlet bagside to look more professional. value to your store. can build your DNA and tell you story. stilen eller synet. Fås med • modstandsdygtigt overfor store diametre og base­ ridser • høj UV­beskyttelse: kurver. E­SPF 50+ 20

145449_copenhagenspecs Magazine 2015.indd 20 16/02/15 10.14 Giv dine kunder individuelle løsninger

SunMax: e-mirror UV: Xperio gradueret: Komplet løsning der giver Trendy spejlglas til at Graduerede polariserede dig moderne solbriller uden matche alle stilarter og glas • forhindrer blænding at gå på kompromis med kunder. • refleksbehandlet bagside stilen eller synet. Fås med • modstandsdygtigt overfor store diametre og base­ ridser • høj UV­beskyttelse: kurver. E­SPF 50+

145449_copenhagenspecs Magazine 2015.indd 21 16/02/15 10.14 COPENHAGEN SPECS MAGAZINE 2015 TREND / TRENDS SAY GOODBYE TO THE CONCEPT OF ”SELLING”

We are no longer here are the consumers? And stuck in the jaws of how do we encourage them to Wbuy our product? These two the economical crisis. questions have headed the agenda ever So where are we since the world economy re-emerged from exactly? The founders near coma a few years ago. While the fi­ nancial institutions still debate on how to of Independent trigger the wonders of consumerism, some Optical Group companies are trekking ahead to seek out their own answers. Nordics (IOGN) and Managing Director Jarl Riise and his SØREN FRID OPTIQUE. Feinschmecker Optics partner, Director Klaus Kjær, lead a com­ join copenhagen pany, which acts as business mentor and facilitator to a network of individually specs to give us owned, high-end eyewear shops. They some answers. are both very clear when it comes to iden­ tifying the path forward in this post-2008 BY TORBEN THORNÆS ANDERSEN environment. “The crisis has been over for years. What we’re experiencing now is a new era – and we need to adjust to that. Yes,

MANAGING DIRECTOR JARL RIISE AND HIS PARTNER, DIRECTOR KLAUS KJÆR, INDEPENDENT OPTICAL GROUP NORDICS (IOGN) www.faceaface-paris.com

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145449_copenhagenspecs Magazine 2015.indd 23 16/02/15 10.14 COPENHAGEN SPECS MAGAZINE 2015 TREND / TRENDS - 80 YEARS OF INNOVATION

BRILLEHUSET THISTED, OPTIC AMAR AND ATse OPTIK HOLBÆK.

the consumers are looking for story-tell­ “This exhibition gives us a chance to ing based on local brand positioning. ing and value-for-money, but what they show the individual shop owner, who also seek is another level of counselling, doesn’t have the backing – or limitation The key is passion and knowledge especially when it comes to high-end pro­ for that matter – of a giant retail chain, how At the moment they are busy dealing with ducts,” says Jarl Riise. to climb the ladder and become a trusted, dozens of shop owners, helping them to ac­ This insight leads to a crucial point in personal consultant rather than just another quire the most favourable high-end brands the partners’ view on tomorrow’s sales stra­ salesperson. When we arrange the accumu­ while canalizing valuable knowledge and tegy. The consumer doesn’t want to meet lated knowledge within the network, we advertising material directly to each mem­ another salesperson, when he or she en­ can transform this knowhow into tools that ber of the network. It’s not free to join the ters the shop. Instead they want to meet help everybody get stronger. It becomes club, Klaus Kjær underlines, but when a counsellor who has the ability to make an optimization process, where every shop you’re in, you get special treatment that the consumer knowledgeable enough to owner can participate and everybody can will rub off on the numbers. make his or hers own decision. use what makes sense for them,” Klaus “Let’s not forget our target, which is the Kjær explains. same as always. We are here to create reve­ Advise the consumer At copenhagen specs both owners look nue, and thus our focus is on service, ser­ This transformation requires a new ap­ forward to presenting some of the tools and vice, service – on how to create a shop proach to retail marketing, which includes activities that have brought success to the environment, where consumers feel wel­ new principles of management, further network in later years. Among these are come as well as well-informed. For that to edu­cation of employees, custom build ad­ courses in management and consultant tac­ happen, you need managers and employ­ vertising and a solid product range strategy. tics, a customized balance scorecard for ees that are passionate about their prod­ Recourses that an individual shop owner shop performance, a flexible concept for ucts and know what they are talking about. would struggle to obtain, but which is ex­ advertising to name but a few. There are This aura of dedication generates equal sat­ actly what IOGN and Feinschmecker Op­ also plans to conduct a workshop, where isfaction among the consumers – and that tics bring to the table. visitors can find answers to retail market­ is key to executing a sale,” says Klaus Kjær.

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Messe_annonce_Copenhagen Specs_Mar_2015_Final.indd 1 2015-01-27 09:56:35 145449_copenhagenspecs Magazine 2015.indd 25 16/02/15 10.14 V+ The secret behind perfect vision

All Hoya V+ designs have one thing in common: they are characterized by great attention to binocular vision. As a result all V+ designs are evaluated with Hoya’s revolutionary Binocular Eye Model guaranteeing their visual performance in real life circumstances. Hoya’s patented Binocular Harmonization Technology calculates the required binocular lens design based on the individual prescriptions of each eye, ensuring effortless focusing, constant stability and excellent depth of vision.

Now, we proudly complete the Hoya V+ range with Hoyalux iD WorkStyle V+ (indoor) and Nulux iDentity V+ (single vision), making perfect vision available to everyone.

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Alla våra V + designer har en sak gemensamt: de fokuserar på utmärkt binokulärseende. Med Hoyas revolutionerande Binocular Eye 145449_copenhagenspecs Magazine 2015.indd 26 16/02/15 10.14Model garanteras glasens visuella prestanda i verkliga förhållanden. Vår unika Binocular Harmonization Technology tar även hänsyn till skillnaden mellan ögonens recept. Resultatet är perfekt fokus utan ansträngning, kontinuerlig stabilitet och utmärkt djupseende.

Nu lägger vi till fler glas i vår V+ familj! Håll utkik i posten första veckan i januari. COPENHAGEN SPECS MAGAZINE 2015 ABOUT / THE EXHIBITORS

not named joe and jill, but e.g. “STRAHL­ tive, comfortable, frames. Exciting, beauty differently. TRIEBWERK” (turbo-jet-engine), “RA­ ANDY WOLF DARFALLE” (speed trap) or “DIE BÄR­ C Designs founder, Tina Sjunnesson, started TIGE FRAU” (the bearded lady), always Founded in 2006, Andy Wolf has al­ the company in 1996 with the brand JF Rey. with a subtle tongue-in-cheek approach. ways been about handcrafted frames made in Austria. In a world of mass JF Rey is handmade frames designed and COBLENS might as well redefine the pro­ production and fast-paced trends we manufactured by one of the world´s most verbial German way of doing things add­ see this as a way to make a statement famous eyewear designer; Jean-Franҁois ing a little playfulness to the typically strict that opticians and the people that wear Rey. His wife Mrs Joëlle Rey works with appearance of German design. Never ou­ our glasses appreciate. The attention to the colors and plastic. Together they are tré. Never standard. Ever unique. detail in every single frame, along with an incredibly colorful and unique designer the human touch, results in very per­ couples that complement each other. Each sonal and distinct glasses. season creates 30-40 new models in small series, that they should be as unique as

The inspiration for the new campaign possible. Very creative! JF Rey’s business ESCHENBACH was the complicated feeling AWE. is in Marseille. SHOWING THE ORIGINAL … AND AWE can be good or bad, standing OTHER BRANDS for reverence, wonder, joy or fear and Jean-François dare to be himself and fol­

shock - it makes you feel overcome low no trends. He controls it! The soul is CHECK OUT OUR VARIETY OF BRANDS with great emotional power, giving in his frames and he doesn’t have their AT BOOTH 66: you a whole new perspective. That logo on the temples. One sees at once that is the approach ANDY WOLF EYE­ it is a JF Rey. Our power brand TITANflex - The orig- WEAR is starting this season with, Welcome to C Design! inal made from memory metal - revolu­ to remind us all to take in the won­ tionised the eyewear market back in 1988 ders of our lives. However big and and is still more than a frame! Con­ small, insignificant or life changing temporary design and lightweight. The they may be. original TITANflex stands for flexibility, COBLENS style, precision, perfection and comfort! ANDY WOLF is equally young as it is established, and presents itself as adven­ Since 2006 Ralf Schmidt, Nils Kaesemann Humphery’s – for teens and young at turous, sophisticated and just a tad ec­ and designer fmhofmann have been team­ heart. Colour clocking, eye catching, trans­ centric as well as provocative. ing up now, realizing several independent eyewear projects in the past. And with over parent acetate, fresh and cool Glasses by ANDY WOLF are available 20 years of experience in the eyewear busi­ Brendel – Every woman wants to be beau­ as men’s/unisex and women’s frames, ness, COBLENS is their latest and most tiful. Brendel makes it happen: Chick, fem­ the sunglasses are limited to 500 pieces comprehensive enterprise to date. The inine, elegant and attractive. per shape and color, both are avail­ three founders set out to establish a fresh able at selected opticians worldwide. German based titanium brand, aiming high Fineline – Elegant ladies metal frames to revitalize vintage techniques with a very modern twist. for seniors. Lightweight frames in Tita­ nium or TITANflex. CDESIGN The lovingly handcrafted glasses by CO­ BLENS combine contemporary produc­ Freigeist - Think Big! Premium frames in We love frames. We love colors, shapes tion processes with traditional craftsman­ masculine design with size and clarity as and expressions. When design enhances ship, ultra thin titanium wires meet cot­ concept. Exclusive materials as titanium, the face character. Create balance and ton acetate components. The mix is one stainless steel, carbon and acetate. harmony. Expressing emotions. Empha­ of a kind. sizes the personality behind the glasses. www.titanflex-eyewear.com Every new collection tells a new story. www.humphreys-eyewear.com Today, we represent the most exciting “ZENTRALFLUGHAFEN”‘, “AUTO­ www.freigeist-eyewear.com spectacle frames with trademarks as JF BAHN” and the newest “LUNA PARK”, www.brendel-eyewear.com REY, BOZ, YOU´S, YOUPI, MAD all of these tales generate their very own IN ITALY, FYSH, KLIIK and de Stijl. product world with distinct technical de­ On top of all our lovely eyewear brands tails, matching styles and subtle color Eschenbach is also known for magnifi- Our product range covers most of your schemes. Even the names of the glasses ers, illuminated magnifiers etc. All needs. Elegant, trendy, stylish, distinc­ reflect on that stories, here the models are part of our Easy Vision Concept, which

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is developed to help customers with when it comes to treatments with unique color palette, and a lightweight comfort­ minor need for magnification. Easy to durability and protection, progressive able fit, Karmoie pieces are understated handle ­and easy to sell over the counter. lens designs that provide maximum visu­ modern classics. al comfort and easy adjustment, as well as comfortable and visually appealing mate­ We truly enjoy eyewear and design, and rials. we want to feel great about it, so sustaina­ FACE A FACE bility and positive impact are crucial cor­ WITH HOYAS PROGRESSIVE LENSES nerstones in our philosophy. This com­ Face à Face was created in Paris al­ ONLY ONE SOLUTION COUNTS - THE mitment is reflected in all the choices we most 20 years ago, by passionate glas­ INDIVIDUAL ONE. make, our designs, our quality, our man­ ses specialists who were tired of the All Hoya V+ designs have one thing in ufacturing and our donations. Our pas­ never-ending ”retro” trend and deci­ common: they are characterized by great sion for all these different facets of Kar­ ded to offer bright, modern, graphic attention to binocular vision. Hoya’s rev­ moie all stem from the same place. Look­ and colourful alternatives. olutionary Binocular Eye Model guaran­ ing good should feel great!

tees visual performance in real life circum­ Inspired design and colour are at the stances. The patented Binocular Harmoni­ heart of Face à Face. zation Technology calculates the required

binocular lens design based on the indi­ LÉS PIÉCES UNIQUE A form of expression, not just a com­ vidual prescriptions of each eye, ensuring modity, Face à Face glasses assert a SMALL AND BIG, SQUARED AND effortless focusing, constant stability and graphic and modern style inspired ROUND, MINIMAL OR CHUNKY, excellent depth of vision. by different design movements from WITH CONTEMPORARY SPIRIT

Bauhaus to Memphis. Face à Face THE QUALITY OF A LENS MATE- AND MADE IN ITALY APPEAL. creations play with dualism: materi­ RIAL CAN ONLY BE PROVEN IN Les Pièces Uniques collection it the tri­ als, contrasts and colours. The bold COMBINATION WITH ITS TREATMENTS. umph of design and fashion. Great at­ and sophisticated lines are supported Hoya is renowned for the development and tention is given to material used, ranging by a unique use of colour. advanced application of the highest qual­ from real buffalo horn, best acetate lay­

ity AR coatings. Our add-on treatments ers, thin stainless steel, combination be­ At Face à Face, colour is never mo­ focus on the user’s eye health: HVL UV tween trivex and titanium, combination nochrome, it is always used with sha­ Control provides 100% protection against between acetate and stainless steel, each ding, different hues, juxtapositions harmful UV rays and photochromic Sen­ pièce is the result of research and Ital­ and contrast. The pallet of colours is sity gives the user top visual comfort in all ian creativity. infinitely subtle thanks to the multi­ lighting conditions. ple possibilities of veneering, slicing, From the classical shapes of the past, re­ layering and combinations offered by alized with the most sophisticated current

acetate. resources, Les Pièces Uniques, recreating the excellence and design of hand made One of the brand’s founding princip­ KARMOIE in Italy, was set up from Mucelli family le is the use of traditional manufactu­ willingness to create refined collections ring techniques. Karmoie is a Norwegian independent eye­ which leave their imprint, personalizing wear brand born from the desire to com­ those who wear them. Our creations are Pascal Jaulent and Nadine Roth foun­ bine the appeal of Scandinavian design completely manufactured in Italy using ded Face à Face to produce high quali­ with a meaningful and life-altering contri­ the finest materials of the Country and fin­ ty glasses, sculpted in acetate and me­ bution. For every pair of Karmoie frames ished by hands by the best Cadore mas­ tal by the best craftsmen in French sold, a pair of corrective glasses is given ter craftsmen. Jura or Italian Cadore, handmade in to a person in need. at least twenty successive stages. All our frames and parts are entirely sourced, hand shaped and hand polished in Italy. Designer Kirsten Iversen finds MENRAD

inspiration in the nostalgic elegance of MENRAD THE VISION HOYA exquisite vintage styles and the simplic­

ity and functionality of modern Scandi­ – PERFECT EYEWEAR DESIGN. Hoya was established in Japan in 1941 navian trends, adding her own twist to We proudly present 6 exciting eyewear and has over 35,000 employees wor­ keep them contemporary and fresh. Fo­ brands in our portfolio. ldwide. The Hoya eyecare division cusing on clean lines, a deep and natural is renowned for being an innovator

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145449_copenhagenspecs Magazine 2015.indd 28 16/02/15 10.14 The collection of the house-brand at the same time. In other words “See tries. In 1986, the Group acquired a con­ MENRAD is designed in an impres­ better. Look Perfect.” trolling interest in Starline Optical Corp, sively modern look, a standard that one of the most important commercial has been upheld throughout the years We carry the brands: Porsche Design, firms in the US eyewear sector. During and stands for German Eyewear De­ Mercedes-Benz Style, Dunhill, Claudia 1990’s the new Longarone and Ormož sign since 1896. The German pre­ Schiffer by Rodenstock, rocco by Roden­ plant became operative, following with mium designer brand JOOP! boasts stock and Rodenstock RX and sunglasses. Smith Sport Optics Inc, and Carrera Op­ an eyewear collection for men and tyl Ltd acquired in 1996. 2001 a central­ women that closely follows inter­ PORSCHE DESIGN ized warehouse, was built in Padua. The national trends. JAGUAR Eyewear Ferdinand Alexander Porsche, has in­ year after Safilo acquired the Solstice closely resembles the expressive de­ spired all of us with his functional, purist­ chain. 2012 Safilo completes the acqui­ sign of this elegant British sports car - design and has embodied a very inde­ sition of the Polaroid Eyewear business. automotive design elements have de­ pendent type of luxury right from the liberately been integrated into the col­ start: engineered luxury. The result is lection. Inspired by Zino Davidoff’s just as clear as it is convincing: exclu­ passion for beautiful, exclusive ac­ sive spectacles with excellent wearing SILHOUETTE cessories the DAVIDOFF Eyewear comfort, produced in carefully selected – WEIGHTLESS EYEWEAR! presents an international, very mas­ materials and matching the highest de­ culine collection, with the finest ma­ mands. And the uncompromising es­ Silhouette is a genuine and innovative terial combinations. In HACKETT´s sence of Porsche Design: Passion. Per­ eyewear company that began in 1964 London Eyewear Collection sophis­ formance. Purism. Precision. with a vision - eyewear as an accessory ticated men can find first-class de­ and is now the leading brand of light and signed frames in a traditional British Visit Rodenstock at booths: high quality glasses. Produced in Austria, style. Glasses from the SPINE brand no. 12 (Eyewear) and no. 46 our eyewear is handcrafted with an indi­ offer a unique, patented hinge: in­ (lenses) vidual design, employing the best mate­ spired by the mobility of vertebral rials and the latest technologies. bodies the team developed a hinge with MiM-technology that is flexible And although it might sound like we´re in every direction. SAFILO exaggerating we are probably producing

the lightest eyewear in the world. With Visit us at Copenhagen specs: Safilo is the second-largest worldwide high quality titanium and a unique man­ MENRAD the vision, Booth 55 manufacturer of eyewear products with ufacturing process these rimless, screw­ 80 years of experience, leader in the pre­ less and hingeless eyewear are virtually www.menrad.com mium eyewear segment. We have a high- weightless. And with this follows an un­ quality portfolio of optical frames, sun­ beatable comfort. Additionally, they can glasses, sports eyewear and helmets with be combined and customized to all im­ over 20 brands, both proprietary and li­ aginable styles, shapes and sizes. Any­ RODENSTOCK cense brands. thing to give you exactly what you want from your eyewear; a unique expression Rodenstock is one of the lead- Safilo -“Società Anonima Fabbrica Itali­ or a certain function that exclusively suits ing manufacturers in optical lenses ana Lavorazione Occhiali” was founded you. This is certainly one of the reasons and spectacle frames and is the only 1934, by Guglielmo Tabacchi. To further why NASA´s astronauts are using our manufacturer to offer you the per­ develop and grow, a plant was opened eyewear in space. So on second thoughts fect interplay between high-precision in 1964 in S Maria di Sala, near Venice we might not produce the lightest eye­ lenses and perfectly matched frames for the production of cellulose acetate wear in the world – we produce the light­ – so that you can exploit your vision frames. The Service Centre in Padua was est eyewear in the universe! potential by 100%. It is the sum of acquired in 1973, and in 1975 the prod­ the details that makes glasses from uct distribution was transferred there, Rodenstock so unique and is some­ followed in 1977, by the administrative thing that no other manufacturer in and sales offices. THORBERG the world can offer: a System of Bet­ ter Vision. This guarantees you not The company established its first sales Let your glance, your flirt come through only the best vision, but the best look branches in the 1980s, in European coun­ a pair of Thorberg reading glasses.

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Strengthen your look for the day by smart accesso­ ries and build a wardrobe of smart readers.Thorberg reading glasses, swedish design, was created in 2006 by Lisbeth Thorberg. Lisbeth has a past in fashion for many years.

The collection of Thorberg was nspired by people in the streets nearby the office of Thorberg, by the fash­ ionable Östermalm, Sthlm, and from travelling the world. Thorberg readers are known today for their many beautiful colors.

The collection of Thorberg is playful and dynamic. Thorberg readers are more than readers. Thorberg readers are very loved personal belongings for peo­ ple that loves to match their oufit with smart accesso­ ries and who just can’t be without them.

Users of Thorberg readers knows how important it is to always have a smart, beautiful pair of readers avail­ able. They never just grab a pair of ugly, cheap read­ ers from the gas station just to be able to see. To be sure, always have a pair of Thorberg at hand for when you might need them, be it at the office, at home, in the car or at the countryhouse.

Thorberg retailers are opticians, furniture stores, fash­ LÄSGLASÖGON ion decorating shops & museums in SWE, DK NO, FI, IT & Australia.

Folded energetically backwards and forwards, a single sheet of twocolor stainless steel makes a frame of astonishing volume. A pop, highly contemporary design, with lightness and suppleness too. As we says...

TEL +46 8 66 01 777

WWW.THORBERGDESIGN.SE

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C O P E N H A G E N S P E C S

IF YOU WANT TO EXHIBIT AT COPENHAGEN SPECS PLEASE CONTACT MORTEN AT [email protected] FOR YOUR OPTIONS.

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