A new era for Area

A new era has begun: this is the positive spirit that marks the re-launch of Area, a company that has always been distinguished on the market for its continual search for innovation and exuberant creativity.
The first step toward the future will begin by looking at the past through a return to the values of dynamism, important product culture and the international design that characterizes Area’s historical brands: K:Actor, Genesis and Oliviero Contini. These same values will accompany Kaos and La Matta, the two new brands of “German origin", and Arvis, the all-male brand. With the passing of time, these brands have acquired an increasingly important position in the international eyewear panorama.

“The company has found a new dimension on a ‘human scale’” – said Elisio Tessaro, General Manager of Area Srl, who took over the management of the company from Corrado Moro. “The new road will be characterized by a type of management that returns to origins and aims at a niche product featuring innovative design and artisan attention to detail. Our objective is not to compete with the big names in the eyewear sector, but to focus on the value of our house brands.”

Area’s position is clear with regard to the market which, as Tessaro underscored, ”currently lives on myriad brands and labels. It will be necessary to continue to work hard on the product, which we have always done, give maximum importance to research, the choice of materials and design quality to create eyewear that will be a long-lasting success.”

The Coco Song brand is, however, a separate matter. Launched by Area, which has always followed its development in the eyewear sector, the brand is becoming a “global multi-product” following its considerable expansion. Because of this growth, the Coco Song brand will include not only eyewear but also jewelry and fashion accessories. For this reason, Coco Song’s development and expansion has been entrusted exclusively to Tesmo International.