After the launches of the new 2021 collections and the many satisfactions obtained during a year that, despite the difficulties dictated by the global situation, proved to be more than positive for NRC, we are proud to announce a start to 2022 that lives up to what has been achieved so far.
NRC will be in Milan from Saturday 30 April to Monday 2 May 2022 to participate in the MIDO Eyewear Show , one of the most important trade fairs in the sector worldwide.
During the fair we will have the opportunity to present a series of interesting novelties regarding models and colors of our sunglasses. And at the center of our activity there will be two of the cornerstones of our work: the concept of NRC Eyewear and our exclusive ALMATT® technology .
Participation in this edition of MIDO was strongly desired and is highly strategic for NRC. Although the heart of our innovation activity takes place in the Research and Development laboratories, where every day we work on new solutions and technologies to make our sunglasses increasingly more performing, this is only the first step in a long journey.
Our work, in fact, certainly does not end in the laboratory, nor during the production process (which, we like to reiterate, we have managed to keep here in Italy from the first to the last step). Once we have created a new pair of glasses or a new technology, it is in fact essential to present this innovation first to the professionals, and then to the public, to make everyone understand what is truly special in what we do.
An event of the magnitude of MIDO is the ideal showcase to present to the entire world sports sunglasses that have the ambition to present themselves as top of the range. After all, it is precisely thanks to a well-planned communication activity aimed at colonizing the right “spaces of attention” at the right time, that we have managed to build successful case histories such as our now classic HOCO and the revolutionaryLUXE.65 .
Mentioning HOCO and LUXE.65 allows us to return to the aforementioned ALMATT® technology, which will be at the center of our activity at MIDO. Thanks to ALMATT®, in fact, we are able to create lenses that are both shiny and opaque, embellished with unique designs and plays of light that will never go unnoticed. This is what we like to call the WOW Effect , thanks to which we have managed to bring Style to the world of sports sunglasses to a whole new level.
Our main goal, in fact, is to combine Style and Performance to create sunglasses that are at the same time able to protect the eyes even during competitive activity and to be noticed by everyone around. From here comes another fundamental concept of the "NRC philosophy", that of Luxury Sport Sunglasses , which led to the creation of LUXE.
ZEISS, a leading company in the sector, supplies the lenses for many of our sports glasses, with a quality that is usually only found in ophthalmic lenses. But it is not a “simple” supplier-customer relationship: we have been actively collaborating with ZEISS for a long time to create unique lenses, specifically designed to meet the needs of professional athletes ( here you can learn more about our partnership with ZEISS ).
During the three days of MIDO 2022 we will have the opportunity to explain this philosophy of ours to the public and professionals, as well as to present the innovations we have in store for the months to come. And with the confidence that distinguishes us, we are sure that it will be an unforgettable edition, in which NRC will leave a mark destined to last .