The italian tour concluded in Florence, Bari, and Milan.
2024 marked a celebratory moment for Galileo Italia 1864, a pioneer in the ophthalmic sector, which celebrated its 160 years of history with a grand relaunch involving the brand's identity and product innovation.
"The official launch took place at Mido, and now, through an exclusive roadshow that visited three of the most fascinating Italian cities—Florence, Bari, and Milan—we have unveiled every facet, confirming its historical value while making it more contemporary and relevant," said Luca Bassani, Senior Business Brand Manager at EssilorLuxottica.
Special focus was given to three new lenses: the progressive Iconica 1864, the advanced single vision Miria 1864, and the lens for young presbyopes, Iconica 1864 Young, all featuring the signature G, Galileo's exclusive mark for the lenses commemorating the 160th anniversary. An exhibition area was also set up to showcase premium materials produced in 2024, along with an exclusive preview of the new "Lens Collection," an all-in-one demo kit containing samples of solar, polarized, and mirrored lenses, Neva treatment samples, and the Bluv Xpert demonstrator, designed to show consumers the effectiveness of blue light filters.
The roadshow kicked off on Monday, September 30 in Florence, continued on Monday, October 7 in Bari, and concluded on Monday, October 14 in Milan. These three exceptional events engaged 150 Optical Centers to discover all the details of the Galileo Italia 1864 relaunch, a pioneering brand capable of blending tradition with innovation. Each stop of the roadshow was meticulously designed to provide participants with a memorable experience in environments that perfectly reflected the brand's spirit. The goal was to connect with partner opticians, fostering synergy while conveying the brand's philosophy, creative approach, and storytelling centered on the brand's Italian heritage.
Enriching the speeches during the roadshow was the invaluable contribution of Marialuisa Pezzali, a journalist, deputy head of service at Radio 24, author and host of the program "Essere e Avere," and an expert in marketing and consumer trends. During her speech, Pezzali explored current consumption dynamics, emphasizing how “today, brands and consumers choose each other, just like in a relationship.”
This fascinating analysis highlighted how “luxury has changed; it’s no longer about showiness, but about mindfulness and simplicity: very mindful, very demure—an accessible luxury that meets the needs of a more attentive and aware consumer.”
At the end of each event, all Optical Centers received a personalized thank-you certificate handwritten by a calligrapher and a microfiber cloth embroidered with their initials by an embroiderer.
The Galileo Italia 1864 Roadshow represented a key moment to strengthen the dialogue between the company and its Optical Partners and took on even greater significance as it celebrated the brand's 160-year history, a prestigious milestone coinciding with its image renewal and product range expansion.