Craving MIDO: a talk with Thema Optical.
MIDO is back, in person and in complete safety, at the Fiera Milano Rho venue from 12 to 14 February 2022. The event is set to be a must-do for the whole sector, both in terms of its role as a privileged observatory and as an international point of reference in the worlds of design, fashion, culture and business. MIDO is also a hub that reflects an entire industry, for reflection and rethinking about eyewear in all its aspects and details, a showcase for final users. As the next important edition approaches, we have interviewed some of the key players. Today we give the floor to Roberto Valmassoi, CEO of Thema Optical.
What is your approach towards custom-made glasses?
Thema was the first company to offer customers the possibility of customised products, thanks to almost 10 years of research and development. During this time, we developed unique manufacturing techniques, alongside some of the most advanced digital techniques in the world. The combination of these two factors allowed us to become an industry leader. We strongly believe in the advantages of custom-made glasses, not only to guarantee a perfect fit but also to enable the creation of a model which matches an individual’s tastes, with a choice of over 1,000 colours, different frame finishes and countless personalised details. All this comes with zero waste and the guarantee of a fully eco-sustainable product, a vital factor for us. For all these reasons, Thema’s business plan considers customised products as a strategic asset, to be further expanded in order to make this commercial and manufacturing revolution even more available for the general public.
The introduction of 3D Acetate Technology has been a huge innovation: how is the project going?
It’s going great! Together with on-demand production, this is the heart and soul of our custom-made offer. The possibilities of these innovative manufacturing systems are incalculable. Let me explain better: today Thema can produce 100 units, each one different in shape and size, in the same time that traditional production can make 100 standard units, greatly expanding the range of models and productivity. These technologies also allow us to use 100% energy resources, raw materials and human resources for a pair of glasses which is already sold, making us sustainability champions. And in fact, it is thanks to this type of production that Thema recently won the Sustainability Award, passing a strict selection process to be listed among the 100 most eco-friendly companies in Italy.
With VEA, your digital facial scanning system, you have in fact opened up a new market. How is the growth of this technology proceeding?
Our Virtual Eyewear Assistant is a fundamental part of the custom-made process, because it allows our partners to offer the customer a unique and innovative experience. At this moment in time, it is in 1,000 stores and is undoubtedly, along with our online configurators, one of the cornerstones of our growth.
I am also happy to announce, exclusively, the upcoming launch of a new app dedicated to O-SIX Custom which, thanks to augmented reality and artificial intelligence, will allow the creation of even more accurate custom-made glasses in a quick and simple way. The app was developed entirely by our own workforce, my wonderful guys in the IT department. Technology, proudly Made in Cadore.
How important, strategically, is participation in MIDO for Thema?
Very. MIDO is, and will be, the most important and prestigious showcase in the eyewear industry, a must-attend event. This is why, in the first post-pandemic and in-person edition, Thema will be there in full force, with a new and even bigger stand packed with news and innovation.
What will you present at MIDO 2021?
Lots of new things! And not just in terms of models and designs for all the house brands of the group. In fact, it will be the most important moment to present new digital tools and new, incredibly innovative business models. We’ll see you all in February!