orders, but also an informal gathering for meeting
other professionals, with ideal opportunities to relax
and compare notes.
COMMUNICATION HAS MORE THAN
ONE TRICK UP ITS SLEEVE
This 2015 edition marks a new departure. This is the
first time a professional trade fair has positioned itself
as a flagship store, reaffirming its reputation as the most
comprehensive showcase of an entire sector.
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 highend 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, 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.
Philippe Lafont, President of SILMO Paris. A European
economy emerging from its sluggishness, an optics
sector with a talent for renewing itself, the appeal of
Paris for many international visitors and, of course, our
ability to create content: SILMO is a platform for sales, a
showcase for product offerings and trends, a resource for
information and training.”
“Companies are actively seeking major events in order
to promote and sell their collections, by taking part in
international-scale trade fairs. At the same time, they
wish to maintain an ongoing and seamless presence
in their professional community.”*
Always a key opportunity to forge links, exchange views,
explore new developments and, above all, to do business,
professional trade fairs continue to be a powerful
medium for the business community.
This is what Silmo has consistently offered over several
editions, along with its digital extensions that enable
participants to keep in touch and stay informed throughout the year... Because SILMO is now, more than ever, the
must-attend annual gathering for the entire optics and
eyewear industry.
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 hasa more streamlined look,
adding a touch of chic sophistication. Thanks to these
new communication tools, the optics sector’s centrepiece event sets out to make a bigger impact, enhance
its visibility and attract new visitors... a win-win
situationfor everyone involved.
The positive dynamic generated by the latest edition
of MIDO and, more generally, by all optical trade fairs
since the start of the year bodes well for the sector. With
the same impetus, SILMO, which is scheduled for 25-28
September 2015, is expecting a record number of exhibitors. Since registrations opened two months ago, the
number of attendees reserving their stand is already
15 per cent up than this time last year. Loyal exhibitors
need no convincing and are choosing to boost their
visibility, with a 4 per cent increase in exhibition space
to date. The fair is also attracting newcomers with 30
companies taking part for the first time... and more
still to register!
“We are benefiting from positive signals, explains
Optical Prism | May-June 2015 35