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Countdown to O–Show and SILMO Sydney

04/07/2018By Matthew Woodley • Staff Journalist
Boutique optical fair the ODMA O-Show is in its final preparation stages ahead of this weekend’s event in Melbourne, while the larger SILMO Sydney is also gearing up for the following weekend.

The O-Show, set to take place at the Peninsula in Docklands, will feature the latest industry trends in technology and fashion in a relaxed environment designed to encourage networking amongst attendees.

Meanwhile, SILMO Sydney organisers Expertise Events has announced this year’s event will have four main elements that are designed to inspire and provide value to every practice.

The show will focus on eyewear trends, technological innovation, education sessions and networking. Expertise Events managing director Mr Gary Fitz-Roy said with the sector undergoing major changes in the supply and retail sides, SILMO’s dedication to pursuing the latest trends made it a must-see experience.


“There is no point having the same old offering, it’s about creating an edge and there is a lot to discover.”
Gary Fitz-Roy, Expertise Events

“This year’s show is more boutique but packs a punch when it comes to new products or those unseen for years. There is no point having the same old offering, it’s about creating an edge and there is a lot to discover,” he said.

Nearly half of all exhibitors at this year’s fair are either new or returning to Australia for the first time in years, while the collaboration with Optometry Australia will see a major emphasis on the future of the sector.

“This year’s SILMO Sydney has something you won’t find anywhere else and it will give you the independent a huge advantage. Forty-eight per cent of the exhibitors are new or have not seen for many years, and whilst it’s a boutique show its packed with inspiration,” Fitz-Roy said.

“The practice of the future will showcase new and in many cases unseen equipment and solutions for you, while it is also the only event supported by the industry’s peak association Optometry Australia, who are holding sessions to prepare a paper of what the future may look like, something that is visionary by its actions.”

In keeping with the show’s focus on identifying upcoming trends, a built-to-scale practice of the future has been equipped with the latest technology to give attendees a full interactive experience. Custom-made new shop-fitting displays designed to help maximise visual merchandising opportunities will also be featured, along with new frames and accessories from both local and international manufacturers.

Aside from the exhibitor booths, industry experts will present free sessions across various topics and themes, while companies will be presenting their latest products as part of its new “three-minute pitch” offerings.

The show is set to run from July 20–22 at the International Convention Centre Sydney, and will feature an industry party at Luna Park on the Saturday night.

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