As a major new collection launches this season at Movitra, Giuseppe Pizzuto talks about inspiration, “what makes an icon” and the brand’s latest innovative designs to show at MIDO earlier this February.
The icons that inspired the latest Movitra collection are the great masters of Italian design and their works in general. The history of design, in particular that of Italy, is full of masterpieces that have taken on an iconic resonance not because the designer has thought of a new form for an object but more often than not because they have created – usually in an ingenious way rather than a rational way, a new function or a new way for an object to perform its function.
Iconic objects – such as the Bialetti Moka, the Vespa, the lamps by Castiglioni, the most recent household items by Alessi, and chairs by Fabio Novembre – have nothing in common with each other, apart from the genius behind their concepts, and the cultural background from which they are born. A creativity capable of softening the harsh concreteness of the things in our DNA, in our cultural heritage since the Renaissance, and perhaps even before. The most iconic objects of Italian design are not inspired by each other, they speak different languages visually, but they are brilliant, each in their own way. Not inspired by them but a part of them (in a small way), a part of this movement of design, and the characteristic is in our DNA. Since the start, Movitra has not so much been inspired by the history of Italian design but rather a small but veritable part of it and the history of Italian design.
From the year 2022, functionality through innovation and innovative use of materials remains a primary target for many eyewear designers. However, Movitra was born from a functional need. Functionality is in its DNA. All the choices made, from design to choice of materials, are primarily devoted to functionality and performance. The rest is a consequence. If a product is not functional, it can of course be “beautiful to look at”, but it is not a good design product. It is not a product. A product, a pair of glasses, must be usable, and functional. Through years of research and development, Movitra has made this their mantra.
Acetate or metal, or both in good measure; the DNA of Movitra does lean to one or the other material. Movitra’s DNA is in metal. Metal is the best-performing material for the ideal operation of their patented rotation system. In fact, even their acetate glasses have a metal core that gives them stability and solidity, ensuring lasting performance. The new collections are much more focused on metal in fact, precisely because they always want to pay attention to functionality and performance. The next step will be to launch an acetate collection that presents a completely innovative system with very high performance.
A new limited edition of two frames in metal/titanium was recently announced. The frames, including these two, feature the rotation system. All the frames have their patented rotation system. The advantages of the patented rotation system are the protection of the lenses and the possibility of making the glasses extremely flat and pocket-sized. The system facilitates closure, therefore also the theme of gestures becomes central and is completely distorted compared to the past. Another fundamental issue where a lot of work was put is that of sensoriality. The click of the mechanism or the closing click of the rod with an integrated flex hinge is designed to create a unique sensory experience. To understand better one must try them!
Along with other major releases this season, a full collection of new products at MIDO had been displayed. With MIDO being the primary focus for Movitra this year and having worked so hard on the sensoriality of the product, this moment of contact is fundamental. Back to going out, shaking hands, talking face to face, and allowing for the product to be felt and touched.
A capsule collection of three models had been produced in a limited and numbered series, with the character and style of the Metal collection, with the addition of acetate. This capsule is a true synthesis of the two souls of Movitra.
The Movitra collection is currently being distributed widely. In addition to consolidating their presence in Italy, this year new markets have been opened, some of which are already performing very well. Distribution in Poland, Holland, and Croatia have also begun. Also, adding how some of their trading partners were changed and immediate results were seen, for example, in countries such as Turkey, Greece, Germany, and Spain. A possible distribution agreement for the USA is also being worked on. Giuseppe Pizutto mentions how Filippo Pagliacci has the ability to convey this enthusiasm to anyone who listens; this is the secret behind a successful business partnership.
There will be no trade fairs in Autumn as the main focus this year will be MIDO and DATE. Expectations are very high for the simple reason that they have worked very hard on the product and on all the commercial partnerships. Everything was done together with a group of extremely good people who joined the team and they are absolutely certain that all this will pay off.
