It’s debuting at MIDO 2017.GalleriaSafilo 04

Safilo Group has launched a new digital museum dedicated to eyewear.

Debuting at MIDO 2017, "highlights the role of Safilo Group as the historical leader and founder of the Italian Eyewear manufacturing tradition, the forerunner of the industry, as well as the company that owns one of the most important private collections dedicated to Eyewear in the world, collected over many years in the memory of its historical owner Guglielmo Tabacchi," according to a press release.

The digital museum is designed for casual visitors as well as for scholars and researchers "who are curious about the history of costume and the eyewear industry," according to the company.

Every guest visiting will be able to register and create a personal gallery, selecting and downloading favorite pieces from among the 300 unique pieces of Safilo’s permanent collection on display. This includes glasses that belonged to Elvis Presley, Madonna and Elton John.

The ancient and contemporary pieces are classified by genre (ancient, modern, active, celebrities, lifestyle, art, science), historical period (from the 17th to the 21st century), brand (Safilo, Polaroid, Carrera, Smith). They can be shared on social networks.

Safilo adds: "In addition to the permanent collection – which will be progressively enriched by showcasing additional items from the collection of 3,000 pieces – will propose a calendar of events and temporary exhibitions, dedicated to locations, personalities, new or unseen objects particularly significant for the eyewear world. This is an opportunity that Safilo offers also to its customers, collectors, and fashion brands who wish to collaborate and make use of this unique exhibition space, which can be consulted worldwide." was developed and produced in collaboration with RedFarm and Cantiere di Comunicazione, a company of the Group Take.

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