Safilo’s savoir-faire

There is nothing forced about the way Italian frame group Safilo displays its models to both potential buyers and the media.

At its showroom on Savoy Hill, there is a plethora of frames on display, ranging from its own brands to licensed designs the group holds. In a typically swanky central London venue, the first of two immaculately presented and well-lit rooms is dominated by sunglass frames, with such a variety on offer it takes some time to examine them all to the extent they deserve.

Safilo looks at ‘major trends across diverse industries’ – such as fashion, art, sport, watches and jewellery – in its five ‘global design studios’ and then ‘integrates them into every eyewear collection’.