In conversation with DAVIDE LUNGHI
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Davide Lunghi
With a solid background in the luxury industry (watches), since last October, Davide Lunghi has joined the Marcolin Group as General Manager of ic! berlin, one of the most innovative house brands in the eyewear industry. He is the right person to understand how the reputation of the Berlin-based brand is growing and how it is positioning itself in international markets.
1. A brief six-month review since your appointment in Berlin: what steps have you taken to consolidate and promote such a distinctive brand as ic! berlin?”
Together with the local ic! berlin team and with the support of the Marcolin team, we are working together on three key pillars:
Strengthening Brand Identity Consistency
ic! berlin has always relied on a well-defined identity: high-tech eyewear that is lightweight, functional, and industrial in design. The brand name itself, along with its visual communication, reflects an urban, youthful, and unconventional style.
Product Innovation
One of the brand’s know-how is its patented screwless hinge technology. More recently, material innovations such as the patented Flexarbon range have come into play. These distinctive features, which we are focusing on, allow ic! berlin to clearly differentiate itself in the market and position itself as a leader in functional design.
Unconventional Communication
In the past, ic! berlin has often embraced a direct, ironic, and unconventional tone. We are now working intensively to revive the message and mindset of “unconventional thinking,” highlighting the outstanding craftsmanship that sets our product apart from the competition.
2. ic! berlin frames are instantly recognizable for their technical details (lightweight, screwless, flexible) and super-contemporary design: who is the typical customer of this brand?
The customer of ic! berlin is the technical aesthete. A person who has a profound need to surround themselves with objects of superior quality and beauty. They are not necessarily creatives themselves, but show great sensitivity to the beauty of art and design. They admire technical excellence and quality because it gives them a sense of stability. With the spirit of an engineer and the soul of a designer, the technical aesthete seeks a conscious minimalism and a rational elegance.
3. Among your responsibilities is also the task of helping ic! berlin strengthen its presence in key international markets, thanks to the Marcolin Group network. This is a challenge, especially in the current context: what strategies do you have to overcome a period of general uncertainty?
To overcome this phase, we are focusing on two key aspects.
Focus on Quality and Craftsmanship
The attention to the quality and craftsmanship of our products allows us to remain distinctive and offer added value to our clients. In a constantly evolving world, ic! berlin continues to focus on a highly qualitative and innovative offering that represents a guarantee for our consumers.
Strengthening the Distribution Network
Thanks to the solid network of the Marcolin Group, we are reinforcing our presence in key markets by enhancing both physical and online distribution. Additionally, we are putting our efforts on specifically addressing the needs of local consumers, thus consolidating our presence and aligning with the unique requirements of each key market.
