Certottica promotes an anti-crisis event
An event at which companies, provincial and regional authorities will talk about the crisis in the eyewear industry and how it can be overcome. Fashion, Italian style and the expertise of the Belluno area are the main topics of ‘La moda del futuro’ (fashion of the future) taking place at the Centro Co.Smo in Pieve di Cadore at 6pm, June 14. This is the way that Certottica intends to inform companies about possible offers ranging from design to planning. The event was inspired by the ‘eyewear and jewelry style and design technician’ training course set up in collaboration with the Fondazione Alta Cultura for the University and the Province of Belluno. At the June 14 initiative Certottica has decided to create space for young people and companies in order to create dialogue at a particularly critical juncture. In addition to presenting designers, talks will be given by Ilaria Danieli, fashion journalist and managing editor of VogueVanity.it, and Enzo Sopracolle, a designer with roots in the Belluno area who designed the Carrera, Blue Bay, Safilo and Oxydo lines for Safilo.
This is not only a presentation of the designers who trained at Certottica, but also an in-depth look at the importance of creativity, a key element in the eyewear world. The course organized by the Institute is based on the fact that creativity and, therefore, design, is a tool that will determine the success of a company since it translates into a language expressing company values and philosophies. The ‘design process’ is one of the most refined and powerful strategies and cultural communication devices of our times. The intention is also to create a ‘time event’, a kind of ‘happening’ that ends in June but will start again at another time. It is an event-location that brings together the eyewear world’s products, expressions, passions and people and where the beauty and culture of the eyewear business can be discovered. The creation of an annual appointment in a symbolic location means creating a magnet that will attract other initiatives, capture the public’s interest and develop cultural and business tourism for the province of Belluno. Our province is the heart of the eyewear district and currently it is the source of new interest by universities, which must be our cue for recognizing opportunities for growth.
The location will be the Museo dell’Occhiale Co.smo in Pieve di Cadore. This was not a random choice but one that is in keeping with the type of event and reflects the importance of the Centro Co.smo. This museum collects, conserves and studies the heritage of objects, documents, oral testimonies and images of the story of eyewear and its birth and development in the province of Belluno. Certottica is a part of this story and wants to continue to write it by making its own contribution through the organization of the event precisely at the Centro Co.smo. In this way, it will become the fulcrum of the major initiatives pertaining to the culture of eyewear design understood as a process for organizing creative resources that will generate innovative ideas and find the answer to real problems. Co.smo will be a provincial as well as a national benchmark.
