MUNICH—Ahead of opti 2024, scheduled for January 12 through 14, show organizers have debuted a new visuals campaign for the show titled “WE ARE opti.” Rather than focusing on models, the campaign stars actual members of the eyecare and eyewear community. Cathleen Kabashi, head of opti in Munich, said, “If so many positive things are happening in the run-up to opti, we simply have to show this to the outside world. This is why we are venturing a new approach to communication with our extraordinary visitor campaign featuring real opti people. It reflects the joy and pride of working creatively together.”

WE ARE opti was shot in Munich in August 2023. The campaign stars:

Aziza Arbabzadah, senior manager consumer optics at Spectaris
Giovanni Graffweg, master optician and owner of Optik Breiderhoff in Essen
Sabrina Oberlander, master optician and owner of Brillenwerke in Offingen, ambassador of the crafts
Sertac Özenir, master optician and owner of Sehwelt Eller in Düsseldorf
Sarah Schleicher, optician and influencer
Dagmar Schwall, object manager of eyebizz
Frank Sonnenberg, Sustainability Interest Group, CSR manager and journalist

The new visuals will be showcased on the opti website as well as in print and digital media throughout Europe. Stories about the people behind the campaign were shared on opti’s social media platforms starting on September 1.

At opti 2024, show organizers will begin a second casting for the next part of the campaign.

opti 2024 is scheduled for January 12 through 14, 2024. Registration will open in November 2023.