The Charmant Group will be present at MIDO´s 40th anniversary, March 5-7, 2010. The Group, who is renowned worldwide in the op- tical market for their pioneering work in research and development, has in recent years developed many types of new titanium. This year Charmant will present another milestone in its research of new materials.
The newest development of the Charmant Group is the highly flexible Excellence Titan. Combined with the latest processing technologies and highly creative designs, this innovative material reaches its peak in LineArt CHARMANT, the first signature brand using Excellence Titan, incorporating 3 patents*.

A fusion of technology and art, LineArt CHARMANT is the one and only brand for women who expect noth- ing but the best and who make it a point to go for the original and never just a copy; just the right product for smart and sophisticated women everywhere. The 2010 collection draws its inspiration from the beauty of music and the delicacy of string instru- ments. The sound of music is made touchable and transformed into an excellent design, unique and ex- travagant.

Exquisite arms consisting of delicate sets of arches with intriguing temple elements render every single pair of the collection a true piece of art. The color range includes soft hues and pastels from semi-matt to shiny, with clear or transparent end-tips. All glasses convey an amazing lightness, a gentle touch with no pressure at all and a certain kind of invisibility while at the same time making an ultramodern fashion statement. A truly emotional moment, the look and feel of a new generation of eyewear. Charmant once again excels in excellence.

Visitors will have the opportunity to find out more about Excellence Titan during a special presentation providing further information about the fusion of technology and art. On Saturday and Sunday special events are going to take place in the designed LineArt area on the Char- mant Group booth.

CHARMANT - Titanium Perfection
Inspired by jewellery for ladies and architectural de- sign for men the 2010 CHARMANT collection con- tinues it´s design concept, which started in 2009 to present a beautiful and coherent range of lifestyle products. The consumer can choose between differ- ent styles matching their personality - from High End finishes with expressive temple designs over timeless elegance basics to modern lightness, invisible and comfortable. In the 2010 collection the focus will be on new pressure mount styles that you can discover during the MIDO show.

CHARMANT Z
The Fusion of different materials once more under- lines the outstanding craftsmanship of Charmant Group. CHARMANT Z 2010 carbon edition features 3-D designs as well as puristic and progressive de- signs. The collection is aimed to meet the demands of mature, affluent male consumers and expresses an uncompromising, masculine approach to life.

LACOSTE
With the 2010 sunwear collection, LACOSTE takes you on an exclusive cruise through the Greek Isles and then around the best beaches of the world. This collection for men and women offers a contemporary twist on vintage silhouettes and promises innovative use of color blocking, enamel inlays and the stripes and lines that evoke the codes of the LACOSTE brand heritage.

The optical collection of LACOSTE is inspired by the easy elegance and savoir-vivre of the 1920´s. We are happy to show you the newest developments in sporty elegance. PUMA

“The games we play” is the new concept of PUMA. A game just waiting to be played, with everything life has to offer: friendship, daydreams, goals, memories, even mishaps. The biggest game in 2010 for PUMA will be the 19th FIFA soccer world cup in South Afri- ca. The PUMA eyewear has it’s own World-Cup-Style: Follow me, sporty lifestyle frame with a true color statement.

All Puma SPORTLIFESTYLE frames have great soft performance features to support their wearer in all the games they play.

ESPRIT
Sparkling impact is key in this year’s ESPRIT collec- tion. Accented by glitter and stones the frames ex- press personality and self-confidence. Get inspired and discover more. ESPRIT is known as a brand for the whole family and as kids always look up to their parents please discover a special “We are family” animation for father & son and mother & daughter.

ELLE
ELLE launched it’s first worldwide eyewear collection for girls in 2010. A cute, colourful range that is fash- ionable and modern, but most of all matches the ex- pectations of today’s little princess. The 2010 ELLE sunwear collection offers not only styles for French chic elegance but also city chic for the cosmopolitan woman - everything a modern, fashion-conscious woman demands from her eye- wear.

The Charmant Group, founded in Japan in 1956, is one of the world’s leading eyewear manufacturers. Thanks to its global sales network and partnerships, the Group is now present in more than 100 countries, with direct sales organizations in 23 countries. One of the core competences of the Charmant Group is the manufacture of high-quality titanium frames. The Charmant Group has been a technological pio- neer in this area since the early 1980s, and continues to spearhead the development of innovative eye- wear.

In 2008 the company distributed over 8.8 million frames and sunglasses, growing 7% compared to the previous year. 2009 the Group achieved a + 6% in sales performance worldwide.

SILMO Mondial de l’Optique runs a range of valuable and innovative initiatives with the aim of offering trade fair visitors a real service. This year, visitors to the event will have the chance to discover the merchandising workshop.
Safilo Group has officially launched its Spring/ Summer 2010 collections last Monday evening with a cocktail party attended by people of the press and GCC optical business tycoons held at the magnificent venue, The Lawn, Al Badia Golf Club.
Mr. Carlo Lorigiola, Optitalia - Safilo Group regional manager, formally revealed to the public, the press, and the authorized dealers, the latest update of Sa- filo Group and the features behind the Spring/Sum- mer 2010 eyewear collections.

The latest collections promises to break through the eyewear market with it trendiest designs ranges from cat’s eye, retro-inspired, round vintage, butter- fly shapes, classic aviator and with dashes of brighter colors that truly makes the collections a “must have” fashion accessory for this season. The event was followed by a two-day presentation with the authorized dealers at Intercontinental Hotel.

This press release is published by Optitalia - Safilo Group Dubai office and has been prepared for infor- mation purposes only.

The Safilo Group is worldwide leader in the premium eyewear sector and maintains a leadership position in the prescription, sunglasses, fashion and sports eyewear sectors. Present in the international mar- ket through exclusive distributors and 39 subsidiar- ies in primary markets (U.S.A., Europe and Far East). The main proprietary branded collections distributed are: Safilo, Carrera, Smith, Oxydo, Blue Bay, and the li- censed branded collections are: Alexander McQueen, A/X Armani Exchange, Balenciaga, Bottega Veneta, BOSS by Hugo Boss, Diesel, 55DSL, Dior, Emporio Ar- mani, Giorgio Armani, Gucci, HUGO by Hugo Boss, Jimmy Choo, Juicy Couture, Marc Jacobs, Marc by Marc Jacobs, Max Mara, Max&Co., Pierre Cardin, Val- entino, Yves Saint Laurent.

THE INTERNATIONAL EYEWEAR SHOW CONFIRMS ITS WORLDWIDE LEADERSHIP POSITION
With the same number of exhibitors, the exhibition is concentrated into three days instead of four To celebrate the fortieth edition, a show of images il- lustrating the history of eyewear worldwide will be on display inside the fair. International Optics, Optometry, and Ophthalmol- ogy Show - this year is celebrating its 40th anniversa- ry and is reconfirmed as a long-anticipated moment for the entire world of eyewear. Since long-ago 1970, the fair has grown in the number of exhibitors - from the initial hundred or so to more then one thousand currently - and in worldwide renown. After hav- ing moved to the modern pavilions of the Rho-Pero exhibition complex and having successfully faced the challenge of changing the date last year, Mido has reconfirmed the same number of exhibitors as the previous edition, in a year which copes with the consequences of the worldwide financial and eco- nomic crisis. This year the show has also opted for a time optimization strategy, concentrating the event into three days - from March 5-7, but with prolonged opening hours. «We are proud of the trust that com- panies place in us,» affirms Mido President Vittorio Tabacchi. «In an economic context like the one we are facing today, having confirmed the same number of exhibitors as the previous edition is a significant acknowledgement of the important role Mido plays as a section fair.

Not a simple showcase, but a business tool In the same period as Milan fashion shows and coin- ciding with accessory and fur fairs, Mido is an abso- lute must in the calendar of events on a world level. Eyewear companies once again confirm their esteem by booking appointments with sector professionals - buyers, journalists, and opticians - in this mainstream fair framework. The added value offered by MIDO al- lows participants to always find, year after year, new and innovative contents that transform this event into a truly unique marketing tool. The fair machine has made stunning modifications to its very nature, becoming an essential component for relations and communications: only at Mido are new frames and sunglasses collections presented and only here can lens manufacturers unveil their hi-tech innovations. This is possible only if a fair uses, as Mido does, an outstanding “fair on the move” approach, willing to meet market needs and welcome challenges and changes. «It is precisely this mindset that has made us number one in the world of eyewear fairs over for- ty years» declares President Tabacchi.

New distribution of the pavilions
In keeping with this philosophy, Mido has redesigned its exhibition spaces for the 2010 edition: given that there is now one day less, spaces had to be optimised to meet the functional demands of all the players in- volved. In fact, all of them need to make the greatest number of contacts possible to develop their own business efficiently and without dead time. There- fore, details of the new organisation are as follows: two and a half pavilions dedicated to frames - num- bers 13, 15, and part of 11. The other half will host Mido Tech, the largest exhibition in the world totally dedicated to technologies, machines, and raw mate- rials. Pavilion 22 is entirely dedicated to lenses, while the Mido Design Lab, the exhibition area boasting cutting-edge design and materials can be found at Pav. 24, as in the last edition. Mido Design Lab, given its success during the last edition, will prolong its Saturday opening hours until 10pm, in order to offer more time for business appointments in a more re- laxed and informal setting. This successful idea was made possible through the collaborative spirit of the exhibiting companies, which insisted on supporting the project from an organizational point of view with individual initiatives at their booths.

An anniversary to be celebrated
Mido’s evolution into the most important sector fair has been lengthy and not without obstacles, but always on the forefront of new ideas, innovative of- ferings, and courageous initiatives that are never haphazard. This is why the Mido story is now being honoured for having entered its “forties” with a pho- tographic show of historic images from the compre- hensive archives of Fondazione FieraMilano to be held in Pavilion 24. There will be photographs recall- ing the various editions of Mido and bring to mind, year after year, image after image, the evolution of the eyewear production that has always exhibited its worldwide excellence at Mido.

I’m with Mido...a solidarity campaign Mido 2010, in addition to marking an important anni- versary, represents yet another fundamental bench- mark: the “I’m with Mido” campaign, inaugurated ex- actly one year ago, will reap its first tangible results. After years of “traditional” advertising, the fair opted to gamble on solidarity: in the new campaign “I am with Mido”, the smiling faces of all participants, from the businessmen to company testimonials, appear to declare: “I participate in MIDO” and, at the same time, “I also support a worthy cause”. MIDO has already ad- vanced 1 euro in favour of an initiative promoted by the non-profit organisation CBM Italia for each visi- tor to the 2010 edition. With this project, CBM will be helped in preventing xerophthalmia, the blindness caused by a lack of Vitamin A, a disease which strikes above all children from developing countries. Each euro donated will in fact buy the dose of Vitamin A necessary to save one child from blindness. During MIDO 2010, all the visitors and exhibiting companies will be able to actively contribute to this campaign with their spontaneous donations made at the col- lection points located in the fair center, a precious opportunity to help those truly in need. «When we began thinking about linking our image to a humani- tarian operation, we wanted something that was in some way related to our world. This is why we chose to collaborate with CBM Italia Onlus, a non-govern- ment organisation (NGO) that has been committed for years to battling avoidable forms of blindness and physical and mental disabilities in the world’s poor- est nations», explains Tabacchi. «We have already col- lected the first proceeds of this campaign: in Decem- ber there was the first humanitarian mission of our representatives in Africa, during which the first doses of Vitamin A were distributed. Our battle against in- fantile blindness is just beginning!.

To Mido with a simple “click”
And for those who would like a complete preview about Mido, this year the fair has a brand-new web site (www.mido.it) that is even more useful and easy to use. In fact, there are now areas dedicated to ex- hibitors, visitors, and press, with services and ad hoc links (how to exhibit, how to participate, where to stay, finding the latest press releases, FAQ), as well as two new sections dedicated to the Mido Design Lab and Mido Tech areas. Moreover, there is a service for Anti-counterfeiting, an issue of the utmost impor- tance to the fair that, for more than fifteen years, has provided a help desk during the exhibition days in order to inform and safeguard exhibitors’ industrial patent rights. Just a few clicks and you can access the Mido mood and find all the information concerning the fair and everything around it. The appointment to mark in your agenda is from March 5-7, 2010 in the pavilions of FieraMilano Rho- Pero (11, 13-15, and 22-24).

I hold it in my hands at least twice a day. It’s the key to my house. It opens the letter-box, the garage or the basement. It opens all doors for me that I am authorized to open. And all the other lessees in the building can do the same with their key: You only need one single key to open the doors to the ga- rage or the house like everyone else and the same key to open the door to your apartment exclusive- ly.

Gone are the times of cramped key holders, baggy pockets and the endless searching for the right key. And all this is not visible on first sight. How special this key is can’t be seen with the naked eye. This example for excellent production design shows clearly the difference between design and surface de- sign. The creation of a product is not - as commonly assumed- the design of the visible but the analysis of behaviour patterns and the development of means of communication.

Analysis of behaviour patterns
A product can only be successful if the designer sees it through a consumer’s eyes. A designer has to know in which situations or during which time somebody wears spectacles lays them aside holds them in his hands or even chews at the temples. Only knowing all this it is possible to develop a product’s require- ment profile. At that point of time no line has been drawn yet no radius determined and no method of production abridges the development of a concept. This way an entirely new product can see the light of the day and can even take the place of a complacent. Development of means of communication Products have their own language. A wisely designed plug for instance will show its user immediately how it is to be handled. Communication has failed when the electric wire is used to unplug instead of the han- dle that has been designed for that purpose.

To establish communication between product and consumer there are devices: the grammar of product language so to say. It consists of ergonomics geom- etry and the material’s character.

Studying humans in relation to their work enables a designer to create a product in a way that human body and its movements ask for. Without that knowl- edge product development is to fail.

Geometry and the knowledge of proportions also are essential for the creation of a product. Fibanacci Sequences and the golden ration form our sense of beauty. Both can give a product commonly under- stood as beautiful not regarding culture or other background. Materials not only have their own sur- face feel but also characteristics that have to be con- sidered during the production process.

All this is included in the process of creating but not visible on first sight. Design is invisible. Therefore suc- cessful design should be a topic from time to time.