There are just a few days to go until the doors open for the 10th edition of DaTE – Shaping Avantgarde, the eyewear show dedicated to cutting-edge innovation in the industry, from Saturday 10 to Monday 12 September at the Leopolda venue in Florence. We round off our series of interviews on this eagerly-awaited event with a few words from the Chairman, Giovanni Vitaloni.

Would you like to give us a preview of what we can expect at this upcoming edition of DaTE?

The 2022 event is set to be truly special: DaTE celebrates its 10th anniversary, an important milestone for an appointment that has grown in size and established itself in the industry events calendar. 100 companies from all over the world, totalling over 170 brands, will display their collections that embody the 10 values which have characterised and nurtured the growth of DaTE over the years: creativity, innovation, originality, research, energy, fusion, experimentation, boldness, vibrancy, inspiration. DaTE thus confirms its status as an unmissable opportunity for trading and meetings between industry professionals, a business appointment for the forging of new deals, an international point of reference for those who are in search of inspiration, innovation and cutting-edge ideas.

Once again this year, we have renewed our partnership with the ICE Agency, to increase the participation of international buyers. Many exhibitors asked us for support in promoting their brands abroad, and so we are delighted to host 20 companies from France, Greece, Poland, Spain and Hungary.

DaTE will also participate in the project #finallytogether alongside 6 other leading events in the Italian fashion world (HOMI Fashion&Jewels, MICAM Milano, MIPEL, TheOneMilano, Lineapelle and SIMAC), which will celebrate the excellence of the industry in a special event staged exclusively for the press on Wednesday 7 September at 6pm at the Biblioteca Pinacoteca Accademia Ambrosiana of Milan.  7 works, for 7 fairs: this is the theme that will transmit the essence of the industry through art.

What are your expectations for this year’s edition?

DaTE has acted as a watershed for the event industry in Italy: in 2020, it was the first in-person trade fair in the industry to return, confirming the importance of live events, while in 2021, despite the ongoing health crisis, it hosted over 1,500 industry professionals and 130 brands, both Italian and international. This year, for the 10th edition, we hope to repeat (and possibly increase) this success, thanks also to the aforementioned partnership with ICE Agency.

What is the key to DaTE’s success?

The ability to create, experiment, innovate and amaze. The DaTE format is successful because it has allowed us to bring industry professionals together, even during the last two years despite the difficulties created by the pandemic. It has never stopped “searching”, in the purest sense of the word, and allows buyers to encounter original, creative and, I’d say, courageous brands.

We know that DaTE has this year created another, non-commercial, education and communication event that will take place in Milan: MEDD by DaTE - Milano Eyewear Design Day. Could you tell us more about this?

Yes, of course. This year we wanted to organise MEDD By DaTE in Milan, the Milano Eyewear Design Day, a special event that will take place at the ADI Design Museum on Monday 17 October.