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SILMO 2015 becomes the biggest flagship store in Paris

SILMO 2015 becomes the biggest flagship store in Paris

The SILMO is back in Paris and will during three days (from 25th till 28th of September) gather the professionals of the optical branch. The event positions itself as a leader in the industry. With this view in mind, and two years before the 50th anniversary of SILMO, the organisers decided to reinvent the concept of the show. 

At the fair, the professionals of the industry will be able to check out the latest trends when it comes to glasses, frames, optical equipment, latest technologies and innovations.

The biggest flagship store, and many more side events

For this edition, a total rebranding of the event, and many different animations and events are foreseen.

The biggest flagship store of the optical branch

SILMO has decided to present its visitors the biggest and most complete offer in optic. According to the organisation, this new positioning is unique as no other fair presents itself as a flagship store. From my experience, I can confirm I never saw this kind of presentation so far by another event.

SILMO Academy

Many major events believe it is their duty to organise activities to train or even teach their visitors. SILMO follows this train of thoughts with SILMO Academy. This year it is dedicated to Visual Efficiency. Different conferences and workshops will be held on various themes such as: what is efficiency?, Specific problems of short-sighted people, Analysis of visual efficiency for a Short sight…

SILMO d’or

The SILMO d’Or, award created in 1994, aims to reward values such as technical innovation and creativity.


The concept of a TV Studio on a trade fair has become a common tool to make an event more interactive for visitors and for people who don’t have the opportunity to visit the show. This year, SILMO TV, has programmed 36 shows, including news, during 24 hours on air. To name the most popular shows:

  • Innovation Break: a show dedicated to innovation
  • SILMO 360°: the news of the trade fair
  • Rendez-vous Profession: a partnership with ACUITE
  • C Tendances: presentation of the trends of the industry
  • SILMO Academy: shows about health and trainings
  • La Minute Basse Vision: presentations of the latest technological advancements in low-vision
  • Les Rendez-Vous avec: discovery of an exhibitor and his history


My 20/CENT on this SILMO

Usually events evolving around food are nearer to my core activity. However, SILMO has attracted my attention thanks to its flagship store concept. Many trade fairs try to present a store concept supposed to be a flagship store or a “shop of tomorrow” if you prefer. But these are often just a limited dedicated place where some exhibitors are present (sometimes with a huge sponsoring) to just simply sell their products and services. In this case, the flagship store concept allows putting the entire trade fair in the spotlights, and all of its exhibitors at the same time.

Also, I believe it’s important to get out of your usual comfort zone and explore a different branch. It is one of the best ways to get inspired and find new ideas. So this type of event, with a new innovative concept, might bring you some inspiration for your category or store concept.


SILMO Le mondial de l’Optique, from 25th till 28th of Septembre 2015, Paris Nord Villepinte, Paris, France, http://www.silmoparis.com