The international trade show for optics and design opti will be held January 15th to 17th 2016 in Munich…
Three novelties, one new area – Hall C1 presents itself on about 1,800 square meters in a new guise. The !HOT area will be a new centerpiece of the hall, a second home for independent and fashion labels. The opti boxes, which will move from Hall C4 to Hall C1, will be integral to this area. The number of opti boxes is also new. In 2016, they will be increased from 12 to 16 newcomers. The !HOT area will be framed by national and international license brands. From the 15th to 17th of January 2016, it will be time: curtains up for the premiere of the new Hall C1.
!HOT is the new area in Hall C1
This abbreviation stands for Home of Optic Talent. It is less about the ancient Greek weight and monetary unit (“tálanton”), but rather the definition of the Oxford Definition should be taken at face value. It states that a talent has “a natural capacity for success in some department of mental or physical ability”. And the talents in the field of eye optics will find a new home at opti.
Designers and manufacturers of independent and fashion labels will present their products in the so-called !HOT area. “With the !HOT area we have finally implemented the long-desired design bracket with the Hall C4. Given the reapplication rate of approximately 95 percent of the YES! companies and the annually increasing demand of new labels, we created this new area,” says Bettina Reiter, project manager of the opti. “In addition to the existing 2009 YES! area in Hall C4, a second, new marketplace will be introduced with the !HOT area. Independent and fashion labels from A-players over hip high potentials through to rookies can be found there. Moreover, the !HOT and YES! labels are brothers and sisters in spirit. This is due to the fact that all the frames displayed there stand for independence, handcraft, a philosophical mix of form, style and function, as well as a tangible designer to represent the product with his name.” In 2016, the Walk of Frame will once again act as a link between the !HOT area and the longtime C1 celebrities such as Safilo, Marchon, EBM, or the Michael Pachleitner Group. A long panel will be the centerpiece that will stimulate the exchange between visitors. All whilst the opti novelties will be floating in crystal balls above their heads.
The redesign of Hall C1 is accompanied by the relocation of the opti boxes from Hall C4 to the !HOT area. In 2016, more space will be available for the design pop stars of tomorrow. Whereas to date only twelve startups could apply to one of the coveted spots, a total of 16 newcomers will be raring to start for the very first time from January 15th to 17th 2016. Elegant, fashionable, and with its very own style – that is how the opti boxes will receive the trade visitors in 2016. The small boutiques are equipped with plenty of wood, pendant luminaires, designer chairs, or lighted showcases for the frames. The application criteria for the opti boxes remain unchanged. Consequently, there will only be startups that were founded after January 1st 2013.
PR contact: Dr. Patrik Hof, Head of Press Relations
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