Longarone, 21 March 2018 - Lozza, Italy’s oldest eyewear brand and a member of the De Rigo group, chose Venice as the exceptional setting for its 140th anniversary celebrations.
A record-breaking birthday in the eyewear industry, which Lozza decided to celebrate by highlighting the distinctive values that have determined the brand's success and uniqueness over the years: respect and appreciation for past traditions, yet with an innovative, future-oriented vision.
The past, present and future of Lozza were featured on the evening of the 20th of March, the date chosen to celebrate this important birthday.
The 140th anniversary celebrations commenced on the island of Giudecca, at Casa dei Tre Oci, a splendid example of early 20th century Venetian architecture that serves both as an exhibition space open to the public and as a privileged campus of contemporary culture, with a particular focus on photography.
Here, the 140 years of success of Italy's oldest eyewear brand were told through images. A flash video installation revealed the icons that have made the brand's history, from 1878 to this day.
This emotion-packed journey was accompanied by a live performance by the artist BO130, who created graffiti artwork dedicated to Lozza and its iconic Zilo model. His work, visible to visitors through a videowall, was produced using Google's Tilt Brush Vr, a technology based on virtual reality and Oculus Rift glasses to convert the surrounding space into a large canvas, offering 360º of creative possibilities with the simple movement of the hands. A way of experiencing the art of drawing like never before, with the chance of interacting and moving within the works thus created. Through his performance, B0130 combined the ancient art of producing eyewear with the newest technologies, allowing the artist to paint objects from a new perspective.
Also poised between past and present was the musical performance by Mangaboo, a new project by Francesco Pistoi (Motel Connection) and Giulia Passera (The Sweet Life Society).
Lozza's 140th birthday, celebrated at Casa dei Tre Oci, with which the brand has signed a three-year collaboration agreement, is only the first of a series of events to be organized over the next few years by these two prestigious Italian institutions, to promote and raise awareness among the public on art and, more generally, on everything that is 'beautiful'.