X-Ide comes to a positive close at Mido
The company's presence was marked by the launch of a new brand as well as several meetings and events, held during the 4-day fair in Milan.
The new Rye & Lye line was presented to the public on Friday, March 6, 2009. The line is a perfect synthesis of past and present, interpreting the concept of future retro while making it wholly its own. The day ended with an exclusive party to celebrate the new brand, held in the prestigious Knoll showroom in the heart of Milan. A select group of prominent guests were present at the event, including leading Italian and international opticians and distributors, celebrities from the world of fashion, art and design, and illustrious authors from fashion and eyewear newspapers and magazines. A jazz quartet, games and the projection of an art film were arranged to entertain guests during the evening, in perfect harmony its dominant future retro theme - the essence of the Rye & Lye collection. The launch was preceded by a “VIP” operation: 160 numbered, limited edition pieces were designed and delivered to the same number of luminaries from the fashion, design, art and business sector that have distinguished themselves because of their excellence.
On Saturday, March 7, 2009, the Mido Design Lab remained open until 10.00 pm as the Immagine Eyewear stand drew the attention of numerous guests with its customary Spritz Time, which feature a highly entertaining 3-hour performance by the band, "The Connection”. The music and cheerful atmosphere infected both friends and guests, who danced late into the night.
A crowd of fans gathered around the Immagine Eyewear stand on Sunday, March 8, 2009 to welcome Morgan. The eclectic Italian musician spent a few hours with his friends Susi and Tiziano Tabacchi at the stand, giving away autographed copies of his latest book, “IN pARTE MORGAN”.
This is how the edition drew to a close. Susi Tabacchi - Managing Director of the company - expressed her great satisfaction over visitor numbers, meetings and the results achieved.
