L’Osservatorio, Italy

An Italian eyewear adventure

1st March 2012 L’Osservatorio is a must-see for anyone who loves good frames….there are branches in Milan, Finale Ligure, Alassio and Mondovi (pictured above)…of which we have been to the Milan store and warmly recommend it to anyone going to Mido next week. We spoke to Alfio, director at the Milan branch.

“The Milan shop (Corso Porta Ticinese 83), like our other three stores, was designed by the architect Andrea Meirana. The overall design is inspired by Donal Judd, one of the most significant American artists associated with Minimalism. The concept of the shop is not simply to present a window display showing objects, but rather a “lieu” that treasures and protects the unique qualities of the products it presents. The frames are treated as works of art, and that is why they are placed on glass shelves or special fabrics…in a setting that recalls a jewellery display.”

The Milan shop, like our other two stores, stock very exclusive eyewear lines, including Frency & Mercury, Theo, Mykita, Linda Farrow and collaborations, Lunor, Reiz and Retrospecs, among others.

According to owner of the stores, Gabriele Evangelisti: “My philosophy is that the choice of a pair of glasses in our shops does not end with the purchase, the important story that lies behind each object continues even beyond the contact between the frame and the person who chooses it. The frame becomes a part of the personality of the person wearing it, a distinctive mark, an emotion…My dream is to always have more customers that share my passion for eyewear.”

Does the Italian public have an interest in more unusual brands? “We get a very positive response. The mentality in Italy is that many people are conditioned by famous brands. This is mainly because many of the world famous fashion brands are Italian. In the last year the trends have changed and people now are less keen to spend money only for a brand, they look more and more for the quality of a product. Customers today are also more interested in distinguishing themselves from others and looking more original.

Which bars and shops do you recommend in your area? Alfio: “Close to the Milanese shop is the historic bar Cucchi, family-run since 1936, and the Panino Giusto offering delicious sandwiches and a Californian Bakery famous for its brunch at the weekends. There are many vintage shops close to us and a very funky hair dressing saloon called Gum.