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Safilo Offers Virtual Try-Ons at Vision Expo West Main Floor Booth

Topology is on-site as a vendor collaborator.




(PRESS RELEASE) SECAUCUS – Safilo, a worldwide leader in the design, manufacturing and distribution of eyewear, announces its return to the main show floor of Vision Expo West (VEW), the second largest eyewear trade show in the U.S. There, Safilo will be present with an expansive, highly visible corporate booth at the entrance to The Park, a new VEW neighborhood, from which to greet all show attendees from Thursday, September 23rd – Saturday, September 25th.

The highly engaging and prominently positioned booth, boasting an additional 1,250 square feet over its 2019 VEW booth, will safely welcome show attendees and customers into its sophisticated sales environment where it will concentrate on the company’s Fall/Winter 2022 eyewear offerings with a special emphasis on the company’s own top-performing Carrera brand, newest launch collection Under Armour, best-selling women’s kate spade new york line and prestigious men’s fashion brand BOSS where each collection will display product vignettes.

Additionally, the Carrera and Under Armour brands will be front and center with attention-grabbing experiential activations. Carrera will feature a branded selfie station, complete with a 1965 Ford Mustang, while Under Armour will offer a speed pitch sports cage for show guests to put their pitching skills to the test.

A dedicated order-writing area will provide an exclusive selling environment for customers and sales representatives to review the company’s complete product portfolio. There, customers will also learn about compelling show specials and be treated to a Safilo swag bag with every qualifying order. Special gift incentives will be offered with purchase and refreshments will be served throughout the booth each day. Current Safilo customers attending VEW are encouraged to schedule appointments in advance of the show with their sales reps and learn about the show specials being offered.

As part of Safilo’s ongoing efforts to accelerate its own digital transformation projects and continued alignment with digitally-savvy brands and entrepreneurs, it has invited representatives from Topology, a leading San Francisco-based eyewear technology company that enables eyewear retailers, e-tailers, and manufacturers to provide heightened in-store omnichannel and digital experiences for their customers, to be present as a vendor collaborator inside the booth, in two locations, to present its proprietary Touchless Optical Platform (TOP).

In a dedicated area at the front of the Safilo booth, show attendees will be able to virtually – and safely – try on countless optical frames and sunglasses across Safilo’s extensive FW19-FW21 collections by scanning their faces into the Topology app and experience TOP’s precision scanning, measurement, and photorealism technology, the next stage of digital evolution that has significant potential to change the consumer experience through innovation. Furthermore, in the booth’s dedicated selling area, select Safilo customers will be afforded the exclusive ability to virtually preview Safilo’s Spring 2022 collections of Carrera, BOSS, and Jimmy Choo months before these collections are available to be sampled physically.


“I’m proud to renew our commitment to Vision Expo West – and to our customers – by being present in a safe yet impactful and accessible way on the main show floor with an exciting offer of new products, business-building solutions and commercial programs,” said Steve Wright, president and chief commercial officer of Safilo North America. “We’re excited to show our customers the multiple benefits of 3D virtual try-on and the positive results that can be achieved for their optical, especially the enhanced patient service and convenience which can help ECPs compete against digitally savvy online marketers. This is part of our strategy to be present on virtual store shelves while empowering N.A. ECPs with state-of-the-art new digital tools,” added Wright.

Note: Safety precautions being taken/available at the Safilo VEW booth include: hand sanitizing stations placed throughout the booth, sanitizer on each selling table, disinfectant wipes at each selling table, increased cleaning and disinfecting at major touch points, directional signage for traffic flow and “Stand Here” markers on the floor at reception and brand activations as well as a sanitizing process for sample frames.



Sponsored by Shamir

Customer Focused, Service Oriented, Forward Thinking

Shamir is the recognized world leader in custom-designed technology for life improvement, fashion, performance sports, occupational single vision, and progressive lenses. Our values, the driving force behind our ideas and actions, keep the ECP in the center. Every Shamir representative is personally committed to our customers’ vision, and to providing the best service and support to meet and exceed their expectations, all with a personal touch.

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