Issue #60July 6th 2016

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Art in Chianti's wineries

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Mario Testino for L.G.R.For sale a limited edition made up of 500-piece frames inspired by the famous international photographer

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The new trends that are changing the sector

The design revolution

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| Issue #60 | July 6th 2016

A research commissioned by FederlegnoArredo analyzed the market macrotrends in Italy, a country that is a symbol of excellence for the entire design sector.

Italy is the country that hosts the world’s largest design event - Milano Design Week – and the show organizer, FederlegnoArredo, wanted to analyze the situation of new trends. It commissioned Pambianco to carry out a research titled “The Italian Furniture Market: Millennials vs Adults”.The research involved consumers as well as the trade and verified how the furniture and design buying process varies between millennials (28-36) and adults (over 36) in various areas of Italy. It also emphasized the greater differences between the two age groups, rather than in terms of interviewee geographical distribution, that the trade was basically in line with consumers and, therefore, in step with market demands.Emerging from the research was the fact that millennials are more rooted in the present because they feel that the future – understood as wealth and permanent employment – is more uncertain; they pay more attention to aspects of social responsibility; they interpret the concept of luxury as an experience and authenticity and not as the old concept of expensiveness. Moreover, unlike adults, where in general women tend to impose their choices, millennials share the choice of furnishings with their partner.The research showed that often millennials are furnishing their first house and that this is one of the reasons they generally start with an overall budget and aim for the best value for money. Adults, on the other hand, may have to renovate an area or replace an item and this is why they don’t put any limit on price. They prefer to buy fewer but better quality items. Obviously, this also reflects on the parts of the house they feel to be the most

important: millennials don’t make any distinction between environments, but adults concentrate primarily on the living area that most reflects their image.The reasons for these different approaches are based on the fact that millennials fully experienced the great low-budget conceptual revolution and played down products that were considered “eternal” by the previous generation: watches, jewelry and furniture have joined fashion and travel in the zero budgeting approach. While adults aim at branded items that guarantee maximum durability, millennials like to mix expensive items, perhaps bought at a sale, with inexpensive items to create a very personal style.Another significant difference is the approach to online channels. For both groups the Internet is now the first source of information, but adults limit their purchases to accessories while millennials have a greater tendency to buy furniture online if it is made by a recognized brand and with a discount, or if it cannot be found easily off line.Lastly, in order to acquire millennials as additional buyers, furniture companies must offer original and creative products with an interesting quality/price ratio, quality service comparable to that of large international chains, and a direct and multimedia relationship with customers through websites and social profiles.

The design revolution

Caos by Officine Tamborrino, design Alessandro Guerriero

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| Issue #60 | July 6th 2016

Italia Independent and Alcantara, the Italian manufacturer known worldwide for the material that bears the same name, have joined forces for a capsule collection of sunglasses comprised of three styles and created using one of the most iconic models in the Italia Independent range. The first model has an elegant 3D pattern inspired by the veins of a leaf, an explicit reference to the world of nature. The smoky blue lenses match perfectly with the pale beige Alcantara. The second style also has a relief pattern, embellished by special embossing that looks like the irregular surface of stone. The blue front is in tone with the blue temple ends and contrasts with the mirror-finish silver colour lenses. The third version has a geometric herringbone pattern with a classic but stylish texture, inspired by the fine art of tailoring. The mirror-finish silver lenses contrast with the warm grey shades of the Alcantara surface. The three styles are entirely covered in Alcantara, apart from the cellulose acetate temple ends.

Capsule Collection Italia Independent forAlcantara

“The Photographer’s Edition Inspired by Mario Testino” is a limited edition, individually numbered, made up of 500-piece frames made by L.G.R. in cooperation with the famous international photographer, that will be sold exclusively at lgrworld.com until September 8th. The black and dark havana acetate frames are 100% handmade in Italy using traditional methods of craftsmanship. The sunglasses feature polarized neophan lenses containing rare earth elements such as neodymium, which selectively filter color in order to maximize contrast and sharpen vision. The inner polarized film eliminates harmful UV rays. 25% of proceeds will be donated to Mate – Museo Mario Testino, a not-for-profit center based in Lima which Testino established to contribute to Peru through the cultivation and promotion of culture and heritage.

L.G.R & Mario Testino together for a limited edition

The relaunch of Arnette

Carlo Feltrinelli, A.M. Homes, Craig Mod and Oscarwinning film director Gabriele Salvatores have been chosen as the Prada Feltrinelli Prize jury members, responsible for selecting the winners of the third edition, whose names will be unveiled in September 2016. The new edition of the Prada Feltrinelli Prize welcomed the participation of over two thousand writers worldwide, who were invited to express their creativity on this year’s theme: ‘Illuminations, shadows and mirages. Things are not always what they seem.’ Once again, the optical frames of the Prada Journal collection, developed in collaboration with Luxottica, continue to be a key tool in exploring the world through different lenses and a new way to see the things and people around us.

Prada Feltrinelli Prize comes back

Set up in 1992 and acquired by Luxottica in 1999, recently, the brand Arnette was the subject of a global relaunch project, which defined a new business strategy. This new Arnette era includes the new “Get on Board” campaign that means not only “get on a surf or skate board”, symbols that have always been in the DNA of Arnette and its community, but also “be ready to take part to the new global brand journey”. In the campaign, the return to origins is represented by a trip down the California coast enjoying the company of a family of ambassadors: a professional surfer, an artist, a photographer and a music band, united by their passion for surf. The relaunch of Arnette is based also on 2 different product segments: Casual Urban and Free Spirit – both inspired by a constraint-free contemporary lifestyle peppered with outdoor and urban adventures.

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| Issue #60 | July 6th 2016

Marco Achilli Communication & Marketing Director Ermanno ScervinoMaria Grazia Chiuri Creative Director DiorJudd Crane CEO Proenza Schouler Moreno Da Ros Sales Manager for Italy Barberini EyewearMatteo Mohwinckel International Sales Manager Barberini EyewearRalph Toledano President (confirmed) Fédération française de la Couture et des Créateurs

Tom Ford has launched its Private Eyewear Collection, a special edition of 11 sunglasses and optical frames originally designed for himself and personally worn by him. “This is truly my own private collection”, the stylist said. “In most cases these editions of my favourite frames have been produced in new elevated materials that are uncommon in most commercially produced frames."The eleven styles, made in real buffalo horn and Japanese titanium, commemorate Tom Ford’s eleven years of making eyewear. All sunglasses feature photochromic lenses. Optical frames are lightly tinted in green, blue, or brown.

CooperVision has opened a new, 100,000 square-foot, high-volume manufacturing facility at Coyol Industrial Park in Alajuela, Costa Rica. This plant is the company’s second site for clariti® 1-day silicone hydrogel lens manufacturing, joining an existing facility in Budapest, Hungary.The facility currently employs 250 local residents, with the potential to add up to 300 employees in the next three to five years. The company has the option to expand the plant, as well.After a global review, CooperVision chose Coyol Industrial Park in part due to state-of-the-art infrastructure, an advanced communications network, a highly-educated workforce, and competitive construction and operating costs.

Alain Afflelou acquires Optimil

Private Eyewear Collection by Tom Ford

The Alain Afflelou Group has acquired Optimil, an optical store chain with 60 outlets across Spain. Mainly located in eastern Spain, all the stores in the chain will keep their visual identity, but they will be brought into line with the Group’s commercial policy in the discount segment: all the big brands at low cost. Optimil was founded over 30 years ago by the Botías family and since 1999 it has developed its entrepreneurial model based on a system of franchising. Thanks to this operation, Alain Afflelou increases its presence in Spain and now has 360 stores throughout the national territory. At world level, the Group is present in 13 countries with about 1400 outlets.

CooperVision opens in Costa Rica

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Design, fashion & lifestyle

Undaunted social aggregator and enthusiastic envoy of the liberating power of multiculturalism, stylist Marcelo Burlon believes in the strength of the melting pot. Intertwined worlds and the convergence of opposite poles define his credo and activities of creative director and contemporary eclectic.In fact, Marcelo Burlon experiences, or has personally experienced, the situations that give shape to his multicultural aesthetics. For S/S 2017, for example, he is setting off on a sonic journey through ninja iconography, assertive Heavy Metal and the space age. The shapes are both useful and adventurous whereas the profusion of embroidery adds texture and visual stimulation.

Editorial Director: Francesco Gili MIDO Srl Unipersonale · Via Petitti, 16 - 20149 Milano (Italy) · Phone +39 02 32673673 · P. Iva IT 07164050150

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email: redazione@wmido.com

At the end of June Escada celebrated the inauguration of its new flagship store in Düsseldorf with an exclusive event. During the evening, it launched the limited edition of the Escada ML40 Düsseldorf Edition bag, a tribute to Margaretha Ley, the visionary founder of the brand.The inauguration event also supported an extensive charity campaign: for every post published on social media with the hashtag #ESCADADuesseldorf, Escada will donate €10 to Pink Ribbon Germany, an international charity organization aimed at creating a global community to support women with breast cancer, survivors and their families.

| Issue #60 | July 6th 2016

Fondazione Furla has chosen Peep-Hole Art Center, Milan, for its Artistic Direction as it relaunches its program. This decision confirms Fondazione Furla’s commitment to support contemporary art, as it ambitiously sets off in a completely new direction.“Over the years Peep-Hole has been a leading player on the national and international scene”, the President, Giovanna Furlanetto, stated. “For this reason we have decided to set off together on this new phase in the Foundation’s operations”. This working partnership is based on a joint desire to promote new synergies and institutional strategies on many levels and to share expertise and resources for the purpose of enriching and enhancing the contemporary Italian art scene. During this seven years it has been in operation, Peep-Hole has organized more than 30 exhibitions involving some of the most interesting international contemporary artists, published 28 editions of a quarterly journal of artists writings entitled Peep-Hole Sheet and developed projects in partnership with numerous institutions.

To celebrate the 10th anniversary of director Robert Wilson’s The Watermill Center, an interdisciplinary laboratory focusing on the arts and human studies, Slamp joins the “Art of the Treasure Hunt”, an exclusive experience organized by art collector Luziah Hennessey in Tuscany until October 2016. La Traviata, the light sculpture designed by Robert Wilson for Slamp, will be the star of a site-specific installation in the historic Felsina cantina in Castelnuovo Berardenga, Siena. In parallel, an additional two “La Traviata” light sculptures are on display in the Relais & Châteaux Borgo San Felice chapel. At the same resort, Dame Zaha Hadid is honoured with an installation of the Aria Gold, a new collection presented this past April. The lamps’ haunting aura will cast an air of mystery in one of the Winery’s hidden vinsantaie.

Charitable fashion

New path for Fondazione Furla

The eclectic world of Marcelo Burlon

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Zaha Hadid and Robert Wilson on display in Chianti's wineries