“The Silmo team has faith in the future”

After many months of fighting against COVID-19, people around the world are looking forward to the day that they can return to their “normal” lives. Optical fairs are also looking forward to the future, when professionals can meet again to discover together what’s new in their industry. Elaine Grisdale, Director of Development at the IOA, spoke with Isabel Beuzen, Director of Communications at Silmo Paris, to find out how the crisis has impacted the world of trade shows, but also to gain her insight into times ahead.

The Silmo Family had a few shows planned in Bangkok, Copenhagen and Prague, as well as Paris. What’s the situation with trade shows across the world today?

It’s a difficult time for trade show organisers everywhere, as they find themselves forced to comply to government health protocols, closed borders in some countries, quarantine restrictions, etc. Everyone is looking forward to vaccination being rolled out around the world in order to regain their freedom of movement.

As for the Silmo Family, we are raring to relaunch all of our events, as soon as the authorities in each country allow us to open safely. Given the current information, we can hope to be back to normal by the end of the summer, and in some cases even before then, with the possibility to organise events and meetings that respect the gauges and sanitary restrictions of the time.

How did the Silmo local events in Lyon, Bordeaux and Paris go? Did Rennes happen in the end?

Last autumn, we showed how responsive we are by offering alternatives with the Silmo Hors les Murs initiatives in Paris, Bordeaux and Rennes. The final leg, in Lyon, had to be cancelled due to a lockdown imposed by the French government. These regional Silmo events were greatly appreciated by exhibitors as well as visitors, who were very happy to meet up, discuss, and discover new eyewear collections and materials. Which just goes to show that although digital technology has been a great help and still is, physical contact remains essential.

How are opticians adapting where there aren’t any shows ? How are people purchasing frames and equipment ? How are people training ?

People are definitely getting frustrated by the lack of trade shows. Like the rest of the world, opticians have had to adapt to the digital tools at their disposal to protect the business relationships with their suppliers. At Silmo, we are dedicated to supporting the entire industry, and to helping people stay in contact. That’s why we still offered all of the information, marketing and teaching tools we usually make available, such as the Silmo d’Or, Trends by Silmo, Silmo Next, Silmo Academy… We believe it essential to guarantee continuity, whatever obstacles are in the way. It is also a reminder that Silmo is not a business, but an organisation which serves all professionals in our sector, all over the world.

How will this affect trade shows in the future? Will Silmo come out weaker, stronger, the same?

Deep down, Silmo is a content, discussion and trade show, that won’t change. But the shape of it might. Changes taking place in the business world today might force some shows to fundamentally transform, or even disappear completely. Of course this is all up in the air. This difficult time has forced us to think a lot, and it should make us stronger by bringing into focus our legitimacy, our know-how, and our expertise. We have a long history and a strong brand DNA. As we like to say, “Silmo is much more than a trade show”, and that’s what makes us attractive and necessary in the optical and eyewear landscape. Undoubtedly, we are very eager to meet again in September, and to take advantage of the strong economic recovery that awaits. Our signature “Futurissilmo!” will be more relevant than ever, carried by the Silmo team, who has faith in the future.