The upcoming edition of Silmo focuses on a retail-oriented approach, and is organised around four themes, namely Fashion, Health, Innovation and Training
Where: Paris, France
When: Sep. 25-28, 2015
At Silmo 2015, the focus will be on renewal. For its next edition, scheduled to take place from September 25-28, 2015, at the Paris Nord Villepinte exhibition centre, the World Optical Fair is adopting a more retail-oriented approach. Organised around four themes, it is also revamping its communication strategy by launching a high impact campaign.
MORE THAN JUST A TRADE FAIR
In order to meet exhibitor and visitor needs more effectively and further bolster its status as a leader, Silmo is undergoing a major facelift. No longer just a trade fair, it is now spotlighted as one of the world’s largest flagship stores dedicated to vision.
Silmo has redesigned the shopper experience for visitors around four themes that characterise Silmo:
Silmo Fashion showcases the latest collections from eyewear manufacturers, frames in truly eclectic styles, luxury/sports selections and trends forums.
Silmo Health brings together lenses, low vision solutions and contact lenses.
Silmo Innovation shines the spotlight on the Fab Lab, which highlights the latest technological innovations, along with specialist makers of optical equipment, POS furniture and connected opticians.
Silmo Training offers the Silmo Academy with its symposium, technical workshops.
Adopting a broad-based yet selective strategy, this new approach provides participants with bespoke services and practical tools to grow their business: creative solutions to enhance their day-to-day performance, an impressive array of the latest trends to offer inspiration and generate new business opportunities.
COMMUNICATION HAS MORE THAN ONE TRICK UP ITS SLEEVE
Silmo Paris is changing and is proudly proclaiming these changes. Supported by the Carlin Communication Agency, the trade fair is adopting retail-inspired visual codes to publicise its 2015 edition via a resolutely high-end statement that totally revolutionises the traditional image of professional events.
Since the shopping bag is the iconic image of a flagship store, Silmo Paris takes up this theme, adopting it as the emblem of its new look…a bag which it makes larger than life, embellishing it with a splash of vivid yellow for a powerful visual and aesthetic impact.
Conveying a sharp contrast, the visuals feature characters in black and white, each holding a Silmo bag. The duotone effect produces a visual shock that instantly draws the eye – an ambience in which fashion and style generate new business. The campaign reveals the new Silmo’s true personality, characterised by high visibility and distinction.
Silmo’s branding (logo and brand persona) have also been revamped. Its visual identity has a more streamlined look, adding a touch of chic sophistication. Thanks to these new communication tools, the optics sector’s popular event sets out to make a bigger impact, enhance its visibility and attract new visitors.