Safilo celebrates the 80-year history of its namesake brand, by launching a special capsule collection created in collaboration with Australian designer Marc Newson which will was previewed this month at Vision Expo East in New York City and officially unveiled in April 2014 during the 53rd edition of the Salone del Mobile in Milan.
Founded in 1934, Safilo, the leading brand in the international eyewear market which has long been marketed and distributed in the U.S. as Elasta by Safilo and Emozioni by Safilo, is the pride of Safilo Group.
The brand pays tribute to this significant anniversary through the synergy with one of the most versatile and influential designers in the world, creating a line that perfectly combines tradition and innovation, know-how and design – the values that identify this brand.
Among the principal features that unite Safilo and Marc Newson in the project’s core vision, are the primary use of state-of-the-art components, the concepts of transparency and transformation, and specifically, the reinterpretation of the past in a contemporary way through the balance between the distinctive approach of this guest-designer and the highest standard of made in Italy manufacturing.
In particular, the new Safilo by Marc Newson capsule collection stems from revisiting a historical model personally chosen by Newson and resulting in different variations, through specific materials and technologies, based on the original shape from Safilo’s archive. The global collection consists of five optical styles (SMN 001, SMN 002, SMN 003, SMN 004 and SMN 005) and two sunglasses styles (SMN 006/S and SMN 007/S) which will be distributed in high end fashion stores around the world. The following four optical frames will be available in the U.S. from select opticians: SMN 002, SMN 003, SMN 004 and SMN
Respecting a precise chronological order that retraces the most important milestones and achievements of the brand’s 80 years of history, each of these new models are characterized by unique features and avant-garde technologies that exemplify the qualities of the brand. These include: the reinterpretation of the historical UFO collection, a frame formed by an ultra-thin steel wire (SMN 005 and SMN 006/S); the use of ultra-lightweight Optyl (SMN 001 and SMN 002), a trademark registered by Safilo; Optyl combined with the new revolutionary Elasta 80 hinge (SMN 002); steel combined with the Elasta 80 hinge (SMN003); or aluminum (SMN 004 and SMN 007/S). The fluid and essential silhouettes, pervaded by an almost organic feel, are further enhanced by sophisticated and luminous hues such as metallic shades in light and dark tones, royal blue and orange – the color that symbolizes the stylistic code of Marc Newson.
“Safilo celebrates 80 years of genuine passion for trendsetting eyewear. We want to share our unique story of cutting-edge Italian heritage, savoir faire, quality and innovation through an exclusive partnership with Marc Newson. Marc is one of the most eclectic and gifted creative minds of his generation. He has blended the richness of the past with the present and the future, through an exquisite capsule collection expressing an inspiring story of trust, excellence and timeless design,” said Luisa Delgado, CEO of Safilo Group.
“For a designer, collaborating with such an iconic brand as Safilo, with its strong DNA and history of excellence presents an extraordinary opportunity to explore new stylistic directions, combining the heritage of the brand with a fresh and innovative perspective. I enjoy teaming up with this large professional company that is properly industrialized and disciplined in the process of bringing the product to market, as well as a true expert in craftsmanship. At the end of the day they want the product out there as swiftly as I do,” added Marc Newson.
The capsule collection, Safilo by Marc Newson, will be officially presented during the Salone del Mobile, inside the La Triennale Museum of Milan, a prime destination within the city which further underlines the strong relationship that exists between Safilo and the universe of contemporary design.
Available in the U.S. beginning in May 2015, the collection will be distributed worldwide through an exclusive network that, in addition to multi-brand concept stores and high-end international retailers, includes a selection of the best-in-class specialized opticians.
For more information please visit Safilo’s website.