Allison at Mido 2004

Technology and style. The innovation and force of one, the utter appeal of the other. On these two essential qualities Allison, It Holding Group's admiral eyewear company, is basing the collections of the twelve brands, showing at the Mido fair this year.

Yet beyond an array of products bearing witness to constant technical research and a design ever more ergonomic, Allison is making news here for another reason as well: an exquisitely Italian exhibition space (Hall 14, booth B10), extra high in creativity factor.

A Francesca De Cherubini concept taking inspiration from gigantic Claes Oldenburg pop objects, the space features twelve pairs of eyeglasses in the form of iron sculptures standing about three meters tall on a terraced lawn.

Twelve huge sculptures representing the twelve brands that, each in its own way, express both a perfectly unique identity and the unmistakable Allison essence. The eyewear brands are Anna Sui, Desil Gold Filled, Extè, Gianfranco Ferré, GF Ferré, John Richmond, Les Copains, Romeo Gigli, Try Ultralight, Vivienne Westwood, Zerorh+. Plus, latest on the Allison lineup, Cerruti.

And it's right at Mido 2004 that Cerruti, name forever synonymous with understated allure, will introduce two great new ideas: the Orange sport line, a most original tribute to leisure (including an out-of-sight model with elastic lenses and rubbery frames); and a selection of models boasting Zeiss lenses, true highlight of the collection.

On the eve of Mido, on May 6, Allison also presented the Try Gallery. A photo exhibition capturing new Try technologies - accent on a design in total harmony with facial features - it portrays men, women, children of many different ages, origins and latitudes. Over seventy people, all shown in a particular moment of truth.