Optifashion boutique at City Centre Mirdif infuses fashion with technology


November 3, 2019 | By RetailME Bureau

Optifashion, one of the fashion eyewear retailers in the GCC, celebrated the opening of its new boutique in City Centre Mirdif, with an event attended by over 100 editors, stylists, influencers and customers.

Guests were treated to a trunk show of the new Victoria Beckham eyewear collection, a brand that is exclusive to Optifashion in the UAE. Designed in-house by Victoria Beckham, and manufactured in Italy by Marchon Eyewear, the collection reflects the minimalist, refined and feminine style of the award-winning designer’s ready-to-wear collection.

Guests were also invited to create 3D avatars of their own face through the unique technology developed by Zeiss and launched in Optifashion. Through the digitalisation of the human face Zeiss can guarantee a perfect lens fitting. In addition, the importance of UV protection was stressed and through a special state-of-the-art UV camera developed also by ZEISS.

The store puts a luxurious signature on the optical retail industry by incorporating Italian design, organic shapes and cutting-edge display techniques. The concept redefines the optical shopping experience by merging an outstanding fashion environment with the use of unique technology to allow personalised stylist consultation as well as unmatchable medical solutions.

“When we decided to open in City Centre Mirdif, we knew the challenge would be to win over the vibrant community of Emirati and long-term Dubai residents, who are loyal customers of our existing brands.  Our solution was to be different and be the best in class. We are pleased to have received such a positive response to our new store opening in City Centre Mirdif. With such exquisite brands as Victoria Beckham exclusively in our portfolio and cutting-edge Zeiss technology we invite everyone to come and browse our collections with the assistance of our highly trained staff,” said Gian Paolo Biasotto, general manager, Optifashion.

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