Marcolin Talk Back In Milan

«I’m delighted to participate in this event because this project is full of creativity and food for thought» said Andrea Batilla as soon as he stepped on stage to meet the five photographers in the exhibition (Stefano Guindani, Camilla Ferrari, Giulia Mantovani, Niccolò Parsenziani and Gaia Bonanomi), advertising writer, creative director and founder of the Civic Brands Observatory Paolo Iabichino and Marcolin Group Style & Product Development Director Lara Marogna. The latter explained how Framing Light is the result of a dematerialization process of the WEB EYEWEAR brand, whose history dates back to the 1930s. «Initially, we focused on the customer, reflecting on its personality, interests and habits. Then, following this introspective inquiry, we came up with the three values that were interpreted by the five Italian photographers in the exhibition: style, transparency and quiet luxury».

The talk focused on the value of transparency in particular. Because it has a double meaning, in the sense of the transparency of materials but also as a virtue. «To transpose its value into something practical like eyewear, we designed a collection that plays with a subtle, concealed transparency effect, that can be perceived just at the right moment, like a photographer who has to wait for the right light conditions before shooting» commented Lara Marogna. Paolo Iabichino resumed the discussion talking about the importance of photography today. «I’ve always considered photography, even advertising photography, as an artistic thing. And I believe that today it can still be of importance if it is freed from the “clutches” of advertising, if its semantic codes are respected, as was the case in this exhibition».

«It has to be said that fashion has already paved the way on these topics, thanks to its commitment to creating content and cultural projects that try to bridge the attention deficit caused by the Internet» concluded Paolo Iabichino. And if, fortunately, influencer marketing doesn’t work anymore, how can a brand capture customer attention?  «By being a brand that enters people’s lives and resonates with them, being a brand that people choose rather than purchase. This is the only way for people to really choose a pair of glasses: because wearing them means expressing yourself to the world».