For the SS22 Press Days, EssilorLuxottica told H.stories The design of a high-end scenographic universe, designed to enhance collections while integrating the Nikon brand at the heart of the device. As a high-end event agency, we imagined a unifying creative theme, capable of harmonizing the identities of several of the group's strong brands while offering a fluid and elegant experience for journalists.
This SS22 edition was structured around a immersive concept inspired by the art of Kintsugi , the Japanese art of valued repair, making it possible to create a powerful storytelling: reveal the beauty of details, celebrate the artisanal gesture, highlight the materials and lines of the new collections. The live performance of an artist embodying Kintsugi has become the common thread of the press journey, offering a sensitive, aesthetic and memorable moment.
The SS22 Press Days were not only a showcase for new products, but also an educational platform to raise awareness among industry professionals and the media about the challenges and opportunities of the optical sector. Interactive workshops were organized throughout the event, allowing participants to become familiar with the latest technologies and innovative practices in visual health. One of the most popular workshops was the one dedicated to smart lens technology. EssilorLuxottica experts have demonstrated how these lenses can adapt to changing light conditions, offering optimal protection and unparalleled visual comfort. The participants were able to test these lenses in real conditions, seeing for themselves the advantages offered by this innovation.
For this edition, H.stories has imagined a journey in the form of a trip, where each space represented a destination and a different universe of the EssilorLuxottica group. This scenographic device allowed journalists to move from one environment to another, while maintaining a strong and coherent narrative thread.
The Kintsugi performance enriched this journey by bringing a highly appreciated artistic and sensory dimension, especially in the Nikon space, reinforcing the immersion around the theme of movement, passage and travel.
Thank you again for coordinating the Press Days and for integrating Nikon into this event. We particularly liked the creative concept that highlighted all the brands in the group and the very premium execution of the Nikon brand. We received a lot of rave reviews on the Kintsugi performance and on the young woman who took part in the game. We would have even liked the experience to last longer — maybe next time?
This feedback highlights the quality of creative concept, of the multi-brand management, of the coherence of the course and high-end workmanship.
