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ODMA Exhibitor Profiles

With over 100 optical suppliers exhibiting at the ODMA|2013 Expo, it is a veritable feast for attendees to discover what is new in the ophthalmic world.



Silhouette - Mimo


Silhouette has launched its new generation of its bestselling model Titan Minimal Art (over 9 million sold worldwide) called 'TMA, The Icon', which was showcased on the beautifully built Mimo stand; complete with mind boggling displays of floating eyewear! The face of the Silhouette campaign was on light panels; American superstar Patrick Dempsey, adding some celebrity to the stand.




On their sleek stand, Bolle and Serengeti officially launched their new and sophisticated RX programs featuring some of the most innovative technology available. In what was revealed to be the thinnest, lightest, easiest program on the market which will be accessible to a wider range of scripts than ever before. The Cebe kids RXable collection were also be a featured on the stand.



Frame Care Australia / WEYE


If you saw him from the back, you certainly couldn't miss one of the owners of Frame Care Australia - he had their logo on the back of his head! What a fun approach for this first timer to ODMA. Their stand was colourful to match the exceptionally colourful range of rimless eyewear; all of which is ultra-bright and funky in a titanium frame - it is completely customisable. Visitors could also bend their own frames at the Frame Care Australia stand which they will receive shortly so they can wear the frames they made themselves!




L'Amy won Best Custom Stand for ODMA|2013, and it was certainly buzzing for most of the time with serious buying going on over many bevvies. L'Amy also showcased police and a fun promotion. For thirty years, Police eyewear has been characterised by strong designs embodying a powerful urban spirit. In 2013 the brand is finally coming back to the Australian independent optical market with a collection that features new modern designs while keeping to the brand's iconic elements such as the blue lens! In celebration of the brands 30th year, Police have designed a special edition sunglass.


Adidas - Mimo


The highly recognisable brand adidas couldn't be missed. The new 'Base-Y' youth optics collection made of high-tech Performance Steel and coming with a 2-year unconditional warranty was showcased on the compact but busy stand.


Fritz Frames


Winner of the ODMA Best Small Custom Stand, the Fritz Frames stand stood out in its innovative design. Inspired by traditional boat building techniques and the natural beauty of wood, Fritz Frames are Australian made, high fashion, carbon fibre, wood, and impeccably refined finishing.


CoCo Song (Mimo)



Coco Song presented its MIDO collection in a cacophony of striking and extravagant colours, along with exquisite detail. Coco Song frames are hand made to the highest standard with Italian acetate, silk, flowers or feathers. This writer may have spent quite some time longingly admiring the vivid colours of the collection…




EYRES sunglasses feature cutting-edge technology and patented frame and lens innovations to ensure uncompromised eye protection. EYRES collection of safety eyewear on display disproved that safety eyewear should be ugly and cumbersome. In fact, true to the tagline, 'where safety meets fashion' the range on display proved without a doubt that safety does not equate to ugly. The designs are also incredibly clever in design offering functionality whilst looking and feeling good. Who knew? EYRES was also giving away show bags of cool goodies - something that not many exhibitors did this year at ODMA. Those lucky enough to stop by the stand to pick up a show bag received a cool unisex 'balance' bracelet, screwdriver key ring, cinnamon pen (a delicious delight for those who chew their pens!) and silicon glasses strap.






The Optos stand proved popular serving gelato - the only stand to be serving this cold delight. Optos' core devices produce ultra-widefield, high resolution digital images of ~82% of the retina in a single non-contact image. These images provide optometrists with enhanced clinical information which facilitates the early detection and management ocular diseases. Visitors had their own optomap image taken on the stand. Optos also showcased its OCT, visual acuity system and automated perimeters.




ZEISS got a lot of traffic in many seminars that were held throughout each day of ODMA|2013; easily facilitated with the use of wireless headphones which ensured attendees did not miss a thing in the noisy ODMA hall. Zeiss also showcased the new CIRRUS Family. CIRRU HD-OCT has been updated with cutting-edge hardware and the addition of FastTrac live eye tracking on model 5000. Additionally, a totally new model called the CIRRUS photo has been introduced which combines trusted CIRRUS OCT technology with a fully-featured fundus camera, with options including autofluorescence, fluorescein angiography and ICG.





In a show of support for their customers, Investec was at ODMA this year to discuss finance - a rather apt topic when so many visitors bought up large at the show! Investec specialise in a full range of financial services to the ophthalmic and medical professions, whereby their offerings are highly individualised.






The busy Shamir Australia stand is showcasing Autograph III; progressive lens launch of the brand new concept of design incorporating reversed engineered technology, Shamir Spark; instrument launch of the new concept instrument which fits to an iPad and provides all face form measurements with one photo, and the international release of the latest Attitude Design Lenses. Shamir also provided the speaker for the Master Class session 'Why Freeform?'; Dan Katzman.





BOC is showing off its latest extensive range of ophthalmic equipment with most stations busy most of the time! BOC Instruments offer a full spectrum of products to suit all requirements and budget from the most innovative diagnostic, imaging and lens edging products to basic essentials. The product brands are consistently highly reputable for quality and reliability, and BOC provides the qualified and experienced service to fully backup any product it supplies.



Innovative Danish brand FLEYE has launched in Australia with vibrant, feather-light frames, a Reddot Award winning adjustable nose-pad system and polarised, clip-on sunglasses designed specifically to match each frame. The clip-on turns FLEYE glasses into fashionable sunglasses in an instant. The company offers adults and kids' frames in acetate, beta-titanium and carbon fibre. Visit stand FLEYE stand to find out more… and meet the lovely, charismatic and innovative women behind the brand. Prepare to be amazed.



"YOU RACE OR YOU DON'T" is the motto defining the new Carrera attitude which is a key focus for Safilo Australia, Australia being a pillar market for Carrera worldwide and Safilo has plans to take the brand to new heights on this market. Safilo is also showcasing Polaroid with new technology: premium Polarised Ultrasight Lenses. If visitors purchase 30 units or more they receive the Polaroid tower display tool. The sleek Safilo stand is often buzzing with activity.


Ugly Fish Eyewear

Irreverent eyewear label Ugly Fish is showcasing its specialised range of prescription safety eyewear manufactured by HOYA Lens Australia with the new partnership recently announced. Also on show is the Ugly Fish range of prescription motorcycle goggles, motorcycle sunnies and sports polarised sunnies with special discounted packages available exclusively during the show. Ugly Fish Eyewear celebrated its 10thbirthday with a delectable birthday cake - a deliciously guilt ridden treat!


ZEAL Optics

The ZEAL Optics stand is absolutely pumping! Serving alcoholic (and non-alcoholic) drinks all day and a spread of damn good food. The recently new entrant to the Australian market is showcasing its eco-friendly sunglasses and goggles. The guys behind the brand live and breathe its brand values and visitors leave feeling energised - the tunes pumping out also help in this!



Alcon, a Novartis company, is dedicated to providing the highest quality eye care products. Alcon offers the widest spectrum of eye care products in vision care, surgical and pharmaceutical. And of equal importance - it is one of the few exhibitor stands with free coffee… a must to keep the energy levels high! Alcon's leading brands of contact lenses include AIR OPTIX AQUA, DAILIES AquaComfort Plus and FreshLook and are complemented by OPTI-FREE PureMoist and Systane cleaning and disinfecting solutions.






With the launch of the Varilux S Series lenses, some of Essilor's stand is dedicated to introducing visitors to the Varilux S Series journey where they can learn more about the new technologies, the measuring devices to prescribe the new product and the visual tools to help them introduce the product to patients.

Visitors can go into the draw to win 1 of 3 iPads on the Essilor stand by answering this question: name the three new technologies in the Varilux S Series range… And here is the hot tip, the answers are: Nanoptix, SynchronEyes and 4D Technology. Enter at the Essilor stand.



Eyes Right Optical

Face A Face


The impressively expansive and buzzing Eyes Right Optical stand… is certainly memorable; it has launched a new brand WOOW….which is Face a Face's little sister. Woow gives its own spin on the designer market evolution which is geared towards fresh, up-to-the-minute creations that are in tune with the times! They are also featuring all of the MIDO releases which are available now. And make your ODMA experience memorable - have some fun in the photobooth on Eyes Right Optical's stand… take the memories home with you. A camera cannot fully do justice to the size and scale of this stand!





Optimed has hot prices on Canon OCT's at ODMA, including retinal cameras, NCT's and auto-refractors. Purchase from Canon's medical range and receive a FREE Canon SLR digital camera. Spend over a $1,000 on Optimed's extensive range of pharmaceuticals, diagnostic, consulting room, or laboratory equipment, and you automatically go into to the draw to win a Canon SLR digital camera. Optimed has also teamed up with Essilor to provide super special pricing on practice equipment and co-funding capability through lens purchases. Visit the Optimed stand for more details.





Nikon is featuring its new category of e-Life series. e-Life series consists of three lenses (weblens, Home & Office, and Digilife) for computer users with SeeCoat Blue coating. The first coating that was available in Australia, SeeCoat Blue reduces the impact of the blue light emitted from digital devices and provides better colour / screen contrast for the wearer.

Visitors can also win an iPad at the Nikon stand by answering these three questions: What is the name of the latest Nikon EF lenses category (answer is e-Life series), Which products are part of the Nikon e-Life series (answer is DigiLife, Home and Office and Weblens with SeeCoat Blue) and what is the name of the new Nikon Portable Optical Measuring Tool (answer is Capture-i). Enter at the Nikon stand.


Maui Jim


ODMA visitors have come to expect energy and entertainment at the Maui Jim booth, and this year is no exception. Maui Jim has male and female hula dancers to provide entertainment along with handing out leis to visitors. The vibe is further enhanced by an all-day bar serving alcohol. Maui Jim is the world's fastest growing premium polarised sunglass maker and as such it is showcasing its hi-tech, fashion forward range of sunglasses at ODMA2013. And check out the 'polage wall' - see the image burst before your very eyes when you put on a pair of polaroid sunglasses; it is the polarisation creating that effect… not the drinks you might have consumed!


Younger Optics



Younger Optic's booth is like an oasis in on the expo floor; you can almost smell the fresh air. Visitors can take a breather enjoying a mocktail on the booth. Younger Optics is displaying its frame and lens packages on their stand.


Device Technologies


Device Technologies is showcasing the latest in optometric test equipment from leading manufacturers including Topcon and Haag Streit. The new 3D Maestro OCT from Topcon is on display, combining 3D OCT imaging with digital retinal imaging in a small versatile compact system. Also being showcased is Captiv8, a revolutionary patient communication platform.

ODMA visitors are also invited to attend a session this evening at 6.30pm at the Brisbane Convention & Exhibition Centre; "Turning Best Practice into Profit". The session is being conducted by Mr Nick Rumney and Dr Tursit Dave - both run successful independent practices in the UK and they'll be focussing on the dilemmas associated with the cost of investing in new technology such as OCT . They'll be sharing their experiences on how to best integrate these new modalities to enhance and build practices by combining the clinical application with commercial nous. Seats are limited and registration is a must. Visitors to register at the Device booth at N14. Food and beverages will be provided.




On Hoya's large and sleek booth, it is demonstrating its latest innovation - Hoyalux iD LifeStyle V+, a new progressive lens design based entirely on feeback and input from eye-care practitioners. Based on the extensive data analysis of MyStyle iDentifier, the base parameters has been adjusted to better match modern frame fashion and wearing behaviour.


Mod Style


Mod Style is showcasing its new Italian Brand 'Enox Eyewear', along with newly refreshed ranges: Avanti ; Eclipse ; Mod Style and Multiflex. Frames come in a diverse range of styles and materials including Titanium, Stainless Steel, Nylon and Acetate, all with a two year manufacturer's warranty. Visitors are being rewarded when they purchase when they order: 250 units receive a Pinarello Italian racer, 100 units receive a Go Pro Camera, 75 units an iPad Mini or wireless headphones, 50 units luggage or an iTunes giftcard, 25 units receive Bluetooth sepakers or AESOP gift pack.

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