‘‘The aim was to represent Berlin as a city but also as a personality.’’

RUN THE CITY

Run the city

CAMPAIGN CONCEPT.  

Working alongside agency Meiré und Meiré we defined a strategy to reach out to a younger consumer by defining a new visual language. The aim was to represent Berlin as a city but also as a personality in the imagery, with the unified goal to realign the markets impression of the brand and its home. Homogeneous looking models with distinctive looks helped bring character and attitude to the motives. Combined with a bolder use of the brands logo and different interpretations of its wave graphic.

DESIGN

The purpose of the collection meant that all elements of the frames must contribute to a comfortable fit, allowing for easy adjustability without having optical experience or using specialised tooling. A product category called custom fit was born because of this new design approach to fit. Along with innovative fitting improvements the collection introduced a wide range of bright and vibrant material finishes. Mixed with acetate hybrid systems that explore the limits of conventional milling.

The style Ricky.y (below) was recognised at the IOFT Awards in Tokyo and awarded first prize in the Eyewear Design Innovation category.