Whats New

Aug
2009

Luxottica: Prada Linea Rossa Ophthalmics

UNIFORM VISION

Leveraging developments in sport equipment technologies and building on its earlier Linea Rossa Sun Collection, Luxottica Group and Prada introduce the six-piece Linea Rossa Optical Collection. The designs use active sport features such as injection-molded nylon, lightweight metals, flex hinges, anti-fog air vents and rubber nosepads and temple tips for high-performance grip and fit. Styles are informal and easy to wear. The casual nature of the collection is enhanced by powdery shades of army green, black, dark brown, stone, red and white in the metals and brilliant, semi-transparent acetates in blue, brown, green, opaline and red.

 
Photographed by Annie Gallagher/Black Box studio


PHILOSOPHY:
“The Prada Linea Rossa eyewear was created as a more casual alternative to the thriving Prada optical collection,” says Victor Melendez, Luxottica Group vice president of marketing. “Prada Linea Rossa’s optical styles have an active look, inclusive of the unmistakable ‘red stripe’ detail. This collection embodies the bold and contemporary spirit of the Prada brand in an informal, yet sophisticated manner.”

MARKETING:
Merchandising materials consist of cardboard displays, a four-place vertical display, lockable display and four-/six-place tray.

PRICE POINT:
$$$$ to $$$$$. For additional information, contact Luxottica Group, (800) 422-2020; web site: www.luxottica.com

INSIGHT
The Prada Linea Rossa Ophthalmic Collection made its debut in Athens in May at a special announcement event entitled Uniform Vision. Conceived by the studio 2x4 in New York in collaboration with Prada, the event featured 60 mannequins dressed in identical outfits, sporting the eyewear; and a multi-screen video installation comprised of diverse visual material and optical devices that challenge vision, focus and color perception. Music was provided by Frederic Sanchez.

 

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