The famous optics and eyewear trade fair in Paris has made it its mission to increase the trade-related capacity of businesses in the industry via a new layout.

Silmo 2014 will be held September 26–29, and organizers have one thing in mind: to generate sales momentum for companies across the optical and eyewear sector and help them meet their buyers. Almost a thousand exhibiting companies will occupy an area of about 80,000 m². To help visitors avoid getting lost, the organizers divided the space based on 11 thematic sectors. At the entrance to Hall 5, the Ab Fab Lab (Absolutely Fabulous Laboratory) brings together some of the latest innovations in the manufacture of lenses and frames.

The Frames, Lenses and Contact Lenses sections will draw major companies who specialize in these fields, whereas the Village will continue to be the intersection of trends and designers. The trade show will also have areas dedicated to luxury and sports frames, as well as equipment for opticians, poor vision and point-of-sale equipment.

Silmo has also developed a new ad campaign, the graphics of which are reminiscent of the 2013 campaign, that places visitors firmly in the spotlight. It is made up of a series of four portraits of opticians, photographed during last year's exhibition, who are clearly embracing the “Silmo effect.”