The event took place on Sunday, 14th September 2025 at the Swiss Museum of Transport
Hall of Frames, the annual Swiss eyewear event for opticians, took place in September at the Swiss Museum of Transport in Lucerne, a popular location in the picturesque city surrounded by mountains. The event attracted an array of beautiful new eyewear collections for the Autumn/Winter season, from creative designers and independent eyewear brands. HOF aims to offer visitors an overview of eyewear design and optical innovation, as a place that is relaxed and intimate for opticians to discover new styles and eyewear produced in trend-oriented materials. “Alongside established materials such as acetate, titanium and polyamide, eyewear made from carbon and horn was also on display,” the organisers said after the show. “Brands such as Marcus Marienfeld and ic! berlin (carbon) or Wollenweber and Marcus Marienfeld (horn) confirmed the continued demand for robust, lightweight and elegant frames. The selection also included the distinctive wooden spectacles from Rolf – made in the Tyrol. The oversized models from Coblens continue to be among the must-haves of the season, as do the striking and characterful shapes from Nirvan Javan, Moscot NYC and Ross & Brown,” they added. Above: Nathanaël Wenger and Eveline Perritaz, organisers of Hall of Frames
Sports brands were also strongly represented in Lucerne this year. Out Of, Bollé and Evil Eye underlined the growing importance of functional eyewear, the organisers said. In addition, Swiss labels Didier Voirol, Einstoffen, Feller, Nirvan Javan and Marcus Marienfeld were in the spotlight, highlighting the close ties to the domestic eyewear scene. Among HOF’s valued partners in 2025 were Nikon – distributed by Reize Optik – as main partner, as well as Dynoptic, Beck Optikhandel and Studio Arenas.
In 2026, the HOF will take place in Zurich – at the Emil Frey Autocity Nord in Oerlikon. The concept of regular changes of scenery remains useful, the organisers have stated, and promises fresh impetus for the independent eyewear scene in Switzerland.
About Hall of Frames: For almost 20 years, the Hall of Frames has been promoting independent optical retailers and eyewear designers. Around 50 national and international eyewear brands present their latest collections each year at this table-top exhibition, which features both established brands and promising newcomers. The HOF offers a comprehensive insight into current trends and innovations in the industry and is an important meeting place for professionals in the Swiss eyewear market.
Photography by Sarah Kim Hirschi (https://sarahkimstudio.ch/ Model: Lea Harder
For more information about Hall of Frames in 2026 visit www.hallofframes.com Photography provided courtesy of Hall of Frames