The Art of Transitions: la tecnologia fotocromatica raccontata da Felice LimosaniThe Art of Transitions: photochromic technology told by Felice Limosani
Tiziana Signore: "L'idea nasce dall'intenzione di creare un momento di riflessione sul concetto di transizione" "The art of Transitions": era intitolato così l'evento che ha caratterizzato la vigilia dell'estate di Transitions. Tutto ruotava intorno ad una videoinstallazione, un racconto immaginifico della tecnologia fotocromatica. Ma come è nata l'idea di un evento che possiamo definire "alternativo"? Giriamo la domanda a Tiziana Signore, Trade Marketing Manager Italia del marchio americano. "L'idea – spiega - nasce dall'intenzione di creare un momento di riflessione sul concetto di "transizione", su cui Transitions lavora da oltre 20 anni. Da qui la ricerca di un artista capace di ideare e realizzare un'opera, ispirata al dinamismo luminoso, che facesse vivere una vera e propria esperienza percettiva e sensoriale all'osservatore. Al racconto non convenzionale della tecnologia fotocromatica, abbiamo poi voluto unire anche un'esperienza diretta del prodotto: un tassello importante per far apprezzare i benefici. i comfort e la perfetta visione garantiti dall'intera famiglia di lenti dinamiche Transitions® ". - Felice Limosani è un artista di successo nel suo campo. Come mai la vostra scelta è caduta proprio su di lui? Ci vedevate qualche legame particolare con la vostra azienda? "Oggi Felice Limosani è uno tra i più riconosciuti "digital storyteller" al mondo. Ecco che la sua innata capacità di tradurre in immagini dei concetti non convenzionali ci è sembrata perfetta per raccontare e far percepire le caratteristiche delle nostre lenti dinamiche, capaci di schiarirsi e scurirsi in base all'intensità della luce, adattandosi costantemente allo stile di vita di chi le indossa. Inoltre, sia Limosani che Transitions approcciano la tecnologia in modo, passatemi il termine, "vivo", per realizzare delle opere e dei prodotti capaci di calarsi nella realtà e andare incontro alle esigenze del osservatore/consumatore. L'artista è, infatti, geniale nel raccontare storie digitali tramite delle creazioni luminose inedite; noi di Transitions siamo da sempre impegnati nello sviluppo di una tecnologia che vada incontro alle esigenze di chi decide di utilizzare le nostre lenti dinamiche". - E allora cosa ne pensa Limosani? Ci può raccontare i passaggi che hanno ispirato e hanno portato alla realizzazione di questo lavoro, per certi versi straordinario? "Spesso i prodotti tecnologici più innovativi – commenta Felice Limosani - si ispirano alla natura. Queste lenti straordinarie sono tra quelli, perché hanno la capacità di adattarsi continuamente, con armonia: una caratteristica unica che mi ha ispirato e offerto lo stimolo per una riflessione di grande attualità. La natura, come gli uomini, non si ferma mai, vive in uno stato di perenne e graduale transizione. Non è mai precipitosa: sia dal bene al meglio, sia dal male al peggio, tutte le epoche sono state e saranno di transizione. Lo stesso vale a mio avviso per la nostra società. Oggi più che mai, dovremmo imparare a modularci, ad affrontare la vita con un approccio flessibile e intelligente, aprendoci al mondo che cambia senza preconcetti. Osserviamo la natura: la transizione è un'arte". Torniamo a Tiziana Signore. Questo progetto accompagna la presentazione di nuovi prodotti. Ci può fare una breve panoramica sulle novità di Transitions? "Transitions Optical – risponde - rappresenta oggi il pioniere della tecnologia fotocromatica e l'unica azienda in grado di proporre una vera e propria gamma di lenti dinamiche, di uso quotidiano e da sole, capaci di offrire soluzioni differenziate per le diverse esigenze e per tutti gli stili di vita. Un primato che, anche per quest'anno, viene riconfermato dall'introduzione nel mercato italiano e internazionale di due importanti novità: le nuove lenti dinamiche di uso quotidiano Transitions® XTRActive™ e la partnership Nike Max Transitions®. Le Transitions® XTRActive™, a differenza delle lenti Transitions totalmente neutre in interni, hanno una gradevole tinta in fase neutra, che raggiunge un elevato livello di scurimento in esterni. La seconda novità delle XTRActive™ consiste nella loro capacità di attivarsi non solo in presenza dei raggi UV, come le Transitions, ma anche con la luce visibile e attraverso, quindi, il parabrezza dell'auto. Un insieme di caratteristiche derivate dalla nuova tecnologia brevettata da Transitions Optical, che accontentano le esigenze sempre crescenti anche di chi passa molto tempo all'aria aperta e in auto". "La seconda novità in casa Transitions Optical – aggiunge Tiziana Signore - è la nascita delle prime lenti da sole dinamiche Transitions®, nei due colori verdi e viola. Un prodotto che ci rende, ancora una volta, una tra le aziende più all'avanguardia al mondo nel trovare delle soluzioni innovative in fatto di lenti. Le nuove lenti vengono lanciate insieme ad un partner d'eccellenza, con il quale abbiamo realizzato l'occhiale da sole Nike MAX Transitions®. L'obiettivo? Offrire al pubblico un accessorio da vista ideale per attività all'aperto e sport outdoor, tra cui golf, trekking e trail running". - Per tornare all'evento, avete pensato di riproporlo anche in altre località per raccontare e diffondere la storia della tecnologia fotocromatica in più luoghi? "Il format dell'evento è nato quest'anno in Italia, a Milano, e il successo è andato al di là di ogni previsione. Dopo la prima di Milano, non abbiamo ancora pensato se riproporlo anche in altri Paesi. Per adesso vogliamo goderci la riuscita di un'iniziativa che ha voluto mettere al centro di tutto l'esperienza che vive chi indossa le lenti dinamiche Transitions®". -Lasciamo questo mondo di immagini e metafore e andiamo alla realtà di mercato. Come sta reagendo alle novità che avete presentato a Mido 2012? "Il mercato risponde sempre più prontamente ai nostri prodotti. Basti dire che nel 2011 in Italia abbiamo raggiunto una brand awareness del 59%. Un risultato eccellente ottenuto grazie ad una strategia aziendale che, da oltre 20 anni, prevede un investimento in tecnologia del 60% del proprio fatturato annuo e ci permette di poter vantare una divisione Ricerca e Sviluppo composta da 89 scienziati, sempre a lavoro per trovare nuove soluzioni da immettere nel mercato. Il risultato? Oltre l'96% degli utilizzatori di lenti dinamiche Transitions dichiara di essere soddisfatto dalla performance dei nostri prodotti".
Tiziana Signore: "The idea sprang from the intention to create a moment for reflecting on the transition concept" "The art of Transitions" was the title of an event that characterized the arrival of summer for Transitions. Everything revolved around a video installation, a highly imaginative story about photochromic technology. But what led up to the idea for an event that could be described as "alternative"? We put the question to Tiziana Signore, Trade Marketing Manager Italia for the American brand. "The idea – she explained – sprang from the intention to create a moment for reflecting on the 'transition' concept that Transitions has been working on for over 20 years. This led to the search for an artist who could envisage and create something inspired by luminous dynamism that would be a real perception and sensory experience for the observer. We wanted to combine the unconventional story of photochromic technology with direct experience of the product: an important element for putting across the benefits, comfort and perfect vision guaranteed by the entire family of Transitions® dynamic lenses". - Felice Limosani is a successful artist in his field. Why did you choose him specifically? Did you see some particular bond with your company? "Felice Limosani is now one of the most well-known 'digital storytellers' in the world. His innate ability to translate unconventional concepts into images seemed to us to be perfect for describing and putting across the characteristics of our dynamic lenses that darken or lighten depending on the level of light and constantly adapt to the lifestyle of the wearer. What's more, both Limosani and Transitions approach technology in a way that is, if I may say so, "alive" in order to create works and products that identify with reality and meet the needs of the observer/consumer. The artist is in fact a genius at telling digital stories through totally new luminous creations; at Transitions we have always been committed to developing a technology that meets the needs of anyone who decides to use our dynamic lenses". - What does Limosani say about it? Can you describes the stages that inspired you to create this work that is in some ways extraordinary? "Frequently, innovative technological products – Felice Limosani commented – are inspired by nature. These extraordinary lenses are among them, because they adapt continually and smoothly: a unique characteristic that inspired me and provided the stimulus to reflect on a very topical subject. Nature, like people, never stops, it is in a permanent state of gradual transition. It is never impetuous: whether from good to better or from bad to worse, all eras were and will be in transition. In my opinion, the same is true for our society. Now more than ever, we must learn to adapt, to have a flexible and intelligent approach to life and be open to a changing world, without preconceptions. We observe nature: transition is an art". - Returning to Tiziana Signore. This project accompanies the presentation of new products. Can you give us a brief overview of the new developments for Transitions? "Transitions Optical – she answered – is a photochromic technology pioneer and the only company that can offer a range of dynamic lenses for daily use and for sunlight, with different solutions for different needs and lifestyles. A record that has been confirmed again this year with the introduction to the Italian market of two important developments: the new Transitions® XTRActive™ daily dynamic lenses and the partnership with Nike Max Transitions®. Unlike Transitions lenses that are totally neutral indoors, Transitions® XTRActive™ have a pleasing tint at the neutral stage but achieve a high level of darkness outdoors. Another new development is that XTRActive™ lenses are activated not only in the presence of UV rays, like Transitions, but also in visible light and, therefore, through a vehicle windshield. A combination of characteristics derived from the new technology patented by Transitions Optical, which satisfy the every-growing needs of people who spend a lot of time outdoors and in a car". "The second new development at Transitions Optical – Tiziana Signore added – is the arrival of the first Transitions® dynamic sun lenses in two colors – green and purple. A product that once again makes us one of the most leading-edge companies in the world for finding innovative solutions for lenses. The new lenses will be launched together with the excellent partner with which we made Nike MAX Transitions® sunglasses. The aim? To offer the public the ideal vision accessory for outdoor activities and sports such as golf, trekking and trail running". - To go back to the event, have you considered telling and spreading the story of photochromic technology by holding the event in several places? "The event format began this year in Milan, Italy, and its success exceeded all our expectations. But we haven't thought about taking it to other countries after the Milan premiere. For the time being, we want to enjoy the success of an initiative that wanted to focus totally on an experience for people who wear Transitions® dynamic lenses". - Let's leave this world of images and metaphors and talk about the realities of the market. How is it reacting to the new developments you presented at Mido 2012? "The market responds to our products with increasing rapidity. Suffice it to say that in 2011 brand awareness in Italy was 59%. An excellent result achieved thanks to a corporate strategy that for over 20 years has provided for 60% of our annual billings to be invested in technology, which also means that we can boast a Research and Development division composed of 89 scientists who are always working on finding new solutions to put on the market. The result? Over 96% of users of Transitions dynamic lenses declare that they are satisfied with the performance of our products".
Tiziana Signore: "The idea sprang from the intention to create a moment for reflecting on the transition concept" "The art of Transitions" was the title of an event that characterized the arrival of summer for Transitions. Everything revolved around a video installation, a highly imaginative story about photochromic technology. But what led up to the idea for an event that could be described as "alternative"? We put the question to Tiziana Signore, Trade Marketing Manager Italia for the American brand. "The idea – she explained – sprang from the intention to create a moment for reflecting on the 'transition' concept that Transitions has been working on for over 20 years. This led to the search for an artist who could envisage and create something inspired by luminous dynamism that would be a real perception and sensory experience for the observer. We wanted to combine the unconventional story of photochromic technology with direct experience of the product: an important element for putting across the benefits, comfort and perfect vision guaranteed by the entire family of Transitions® dynamic lenses". - Felice Limosani is a successful artist in his field. Why did you choose him specifically? Did you see some particular bond with your company? "Felice Limosani is now one of the most well-known 'digital storytellers' in the world. His innate ability to translate unconventional concepts into images seemed to us to be perfect for describing and putting across the characteristics of our dynamic lenses that darken or lighten depending on the level of light and constantly adapt to the lifestyle of the wearer. What's more, both Limosani and Transitions approach technology in a way that is, if I may say so, "alive" in order to create works and products that identify with reality and meet the needs of the observer/consumer. The artist is in fact a genius at telling digital stories through totally new luminous creations; at Transitions we have always been committed to developing a technology that meets the needs of anyone who decides to use our dynamic lenses". - What does Limosani say about it? Can you describes the stages that inspired you to create this work that is in some ways extraordinary? "Frequently, innovative technological products – Felice Limosani commented – are inspired by nature. These extraordinary lenses are among them, because they adapt continually and smoothly: a unique characteristic that inspired me and provided the stimulus to reflect on a very topical subject. Nature, like people, never stops, it is in a permanent state of gradual transition. It is never impetuous: whether from good to better or from bad to worse, all eras were and will be in transition. In my opinion, the same is true for our society. Now more than ever, we must learn to adapt, to have a flexible and intelligent approach to life and be open to a changing world, without preconceptions. We observe nature: transition is an art". - Returning to Tiziana Signore. This project accompanies the presentation of new products. Can you give us a brief overview of the new developments for Transitions? "Transitions Optical – she answered – is a photochromic technology pioneer and the only company that can offer a range of dynamic lenses for daily use and for sunlight, with different solutions for different needs and lifestyles. A record that has been confirmed again this year with the introduction to the Italian market of two important developments: the new Transitions® XTRActive™ daily dynamic lenses and the partnership with Nike Max Transitions®. Unlike Transitions lenses that are totally neutral indoors, Transitions® XTRActive™ have a pleasing tint at the neutral stage but achieve a high level of darkness outdoors. Another new development is that XTRActive™ lenses are activated not only in the presence of UV rays, like Transitions, but also in visible light and, therefore, through a vehicle windshield. A combination of characteristics derived from the new technology patented by Transitions Optical, which satisfy the every-growing needs of people who spend a lot of time outdoors and in a car". "The second new development at Transitions Optical – Tiziana Signore added – is the arrival of the first Transitions® dynamic sun lenses in two colors – green and purple. A product that once again makes us one of the most leading-edge companies in the world for finding innovative solutions for lenses. The new lenses will be launched together with the excellent partner with which we made Nike MAX Transitions® sunglasses. The aim? To offer the public the ideal vision accessory for outdoor activities and sports such as golf, trekking and trail running". - To go back to the event, have you considered telling and spreading the story of photochromic technology by holding the event in several places? "The event format began this year in Milan, Italy, and its success exceeded all our expectations. But we haven't thought about taking it to other countries after the Milan premiere. For the time being, we want to enjoy the success of an initiative that wanted to focus totally on an experience for people who wear Transitions® dynamic lenses". - Let's leave this world of images and metaphors and talk about the realities of the market. How is it reacting to the new developments you presented at Mido 2012? "The market responds to our products with increasing rapidity. Suffice it to say that in 2011 brand awareness in Italy was 59%. An excellent result achieved thanks to a corporate strategy that for over 20 years has provided for 60% of our annual billings to be invested in technology, which also means that we can boast a Research and Development division composed of 89 scientists who are always working on finding new solutions to put on the market. The result? Over 96% of users of Transitions dynamic lenses declare that they are satisfied with the performance of our products". 
