The National Optics Trade Fair was an eyewear trade event arranged annually in Stockholm at Kistamässan. The trade fair was arranged by the association of Swedish suppliers of optics; SOLF. Handarbetets Vänner was commissioned to create the trend concept for the 2015-year’s event and I was asked to conceptualise the trends and develop the creative work of this project.

I started with analysing and conceptualising the eyewear trends for the next season. This task resulted in four concepts; Gamourist, Craftivist, Activeist and Materialist and the main theme of the trend concepts was named Optiglam. The concept “Optiglam” was then rolled out as a 360-visualisation including a fashion show, a trend exhibition, activities, illustrations, digital & moving assets, trend folders with inspirational descriptions and large-scale trade fair banners & decorations. 

The board of the trade fair was so pleased with the trend concepts so they asked us if we could design all social spaces at the fair! And of course we could do that as well! The show, exhibition and activities were highly appreciated amongst the visitors and generated lots of positive feedback and inspired buyers according to our trends.

CEO Handarbetets Vänner: Lotta Ahlvar
Creative: Madeleine Lithvall
Stylist: Tove Castor
Project manager SOLF: Eva Seifter

ServicesTrend analysis. Conceptualisation. Fashion illustration. Graphic design. Trade event design and guidance of activity areas including; a trend exhibition, the activity area, the Gold Bar area and a popup selfie-photo studio called #Optiglampopup. Moving image that was displayed around the trade fair. Creative direction of an eyewear fashion show.Year2015

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