From 3 to 5 February 2024, all eyes will be on MIDO, the world leader in eyewear trade shows. For three days, stakeholders from all five continents will meet in Fieramilano Rho to discover the companies which represent the entire supply chain of the eyewear industry, in an international setting.
WMIDO is allowing some of the MIDO 2024 exhibiters to voice their opinions. Today’s interview is with Henrik Ørgreen, founder of Ørgreen Optics.
Sustainability is undoubtedly another theme of extreme activity, born out of the needs to elevate the scope of business realities to contemplate a better future for all. This issue is also very much felt by MIDO, which, in addition to being engaged in the forefront as an organization, has created ad hoc awards: the CSE Award - Certified Sustainable Eyewear, which evaluates the sustainability of eyewear products internationally, and Stand Up For Green - designed for stands that stand out for their attention to the environment. How does your company approach this issue? What activities do you carry out to support the future of the planet?
As a Scandinavian brand, we are required to address sustainability issues due to internal political regulations, and as part of the EU Green Deal. Hence, we are very operative rather than communication-oriented, if you understand what I mean. Many of our major clients request data for their ESG reporting, and we respond by conducting Life Cycle Assessment (LCA) analyses to calculate CO2 emissions. This initiative enhances our understanding and guides us toward a more effective circular model. Parallel to this, we have now developed some good knowledge of 3D design and production, as we know this area is going to be key in the near future.
Young people are our future, we were also talking about this earlier in the area of sustainability. Being close to them and responding to their needs is not always easy. MIDO, in this sense, always tries to keep up with the times and experiment: it was the first fair in the sector to have a digital magazine, to use a dedicated app, the first to create a digital platform to respond immediately to the Covid crisis. In 2024, as we mentioned earlier, she was also the first in the industry to create a communication campaign using AI. How does your company try to reach younger people?
It’s an intriguing question. Since we specialise in optical glasses, our average customer is around 55 years old, with our typical end consumer being about 40, to be generous. This demographic is standard in our industry. Therefore, as a brand, we don't currently prioritise connecting with a younger audience. Instead, we are more focused on translating newness to a mature audience, perhaps because we still feel young :). For instance, we recognise that AI is part of a broader revolution, not exclusively associated with younger people. We believe that older people should involve themselves and be a part of it.
A 'hot' topic in 2023 is the increasing use of AI. MIDO also used it, in support of human creativity, to create the industry's first communication campaign. What is your stance toward this issue? Have you used it for your production or do you plan to use it in the future?
We actively utilise AI in various areas of our company, including data analysis, copywriting, research, and other administrative tasks. However, we haven't specifically employed AI to create products or campaigns, as we believe the necessary tools for these applications are not yet fully developed. While we note other brands using AI for image creation, we maintain our unique DNA and prefer a more analog process—we still shoot on film—reflecting the handmade quality of our products.
On your website there is an interesting statement: “we approach the art of eyewear holistically”. Could you explain us?
Absolutely! Take, for example, a chair or couch that appears beautiful at first glance. Its aesthetics might be initially appealing. However, if it proves uncomfortable to sit in, its beauty quickly diminishes. This principle similarly applies to eyeglasses. If they are stylish yet heavy or uncomfortable, they're likely to be left on a table rather than sit on the nose. Our holistic approach, therefore, aims to strike a perfect balance through various standards, epitomising what Danish design stands for.
