{"id":96693,"date":"2025-02-13T13:29:00","date_gmt":"2025-02-13T12:29:00","guid":{"rendered":"https:\/\/www.marcolin.com\/?p=96693"},"modified":"2025-02-14T12:44:01","modified_gmt":"2025-02-14T11:44:01","slug":"marcolin-talk-back-in-milan","status":"publish","type":"post","link":"https:\/\/www.marcolin.com\/en\/stories\/behind-the-scenes\/marcolin-talk-back-in-milan\/","title":{"rendered":"Marcolin Talk Back In Milan"},"content":{"rendered":"
\n
\n

\n \n From Introspection To Products <\/span>\n <\/h2>\n
\n

\u00abI\u2019m delighted to participate in this event because this project is full of creativity and food for thought\u00bb said Andrea Batilla as soon as he stepped on stage to meet the five photographers in the exhibition (Stefano Guindani, Camilla Ferrari, Giulia Mantovani, Niccol\u00f2 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 <\/em>is the result of a dematerialization process of the WEB EYEWEAR brand, whose history dates back to the 1930s. \u00abInitially, 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\u00bb.<\/p>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n
\n \"\"\n <\/div>\n <\/div>\n<\/div>\n\n
\n
\n

\n \n The Value of Transparency <\/span>\n <\/h2>\n
\n

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. \u00abTo 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\u00bb commented Lara Marogna. Paolo Iabichino resumed the discussion talking about the importance of photography today. \u00abI\u2019ve 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 \u201cclutches\u201d of advertising, if its semantic codes are respected, as was the case in this exhibition\u00bb.<\/p>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n
\n \"\"\n <\/div>\n <\/div>\n<\/div>\n\n
\n
\n

\n \n Choosing Glasses <\/span>\n <\/h2>\n
\n

\u00abIt 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\u00bb concluded Paolo Iabichino. And if, fortunately, influencer marketing doesn\u2019t work anymore, how can a brand capture customer attention?\u00a0 \u00abBy being a brand that enters people\u2019s 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\u00bb.<\/p>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n \n \n \n \"\"\n <\/picture>\n \n