Tenth edition with record attendance

Positive response for 100% Optical

The British optical trade fair 100% Optical took place for the tenth time at the end of February. As the organisers have now announced, 11,725 visitors came to London’s ExCeL – an increase of 10 percent compared to the previous year and thus a new visitor record.

100 percent Optical 2024 Catwalk
100% Optical Catwalk (Image: 100% Optical 2024)

The three-day optical event featured new exhibitor launches, an education programme with more than 100 hours of free education, catwalk shows including the acquisition of Carolina Herrera by Safilo, the highly anticipated Love Eyewear Awards ceremony where l.a.Eyeworks was honoured with a Lifetime Achievement Award.


100 percent Optical 2024 Eingang
Crowd of visitors (Image: 100% Optical 2024)

There was also the annual eyewear competition for 100% Optical and Royal College of Arts students, as well as dedicated areas for contact lenses, independent designers and ophthalmology, which took place in one place for the first time. A special anniversary scavenger hunt allowed visitors to explore each area of the show to find clues and win a range of fantastic prizes.

Marlon Cera-Marle, Director, commented after the show: “Every year we look for new and exciting ways to improve Optical 100% – both to retain our loyal visitors and to attract new audiences – and this year was no exception.”

100 percent Optical 2024 Besucher
Wide range on offer (Image: 100% Optical 2024)

He added: “The positive response and the fact that 80% of the space for 2025 is already pre-booked is testament to the hard work and dedication of the team and the confidence our exhibitors, partners, sponsors and visitors have in us to organise the only major event for optics in the UK. It’s an honour to see everyone come together to promote this fantastic industry. There was a great atmosphere throughout the weekend, which is reflected in our record numbers.”

Winners of the Love Eyewear Awards 2024

At 100% Optical 2024, the Love Eyewear Awards, sponsored by Shop AR, were once again presented on the Saturday of the show. Industry experts, fashion fans and optical enthusiasts gathered for the eagerly awaited awards ceremony.

100 percent Optical 2024 Love Eyewear Awards
The Love Eyewear Awards (Image: 100% Optical 2024)

The 2024 winners were carefully selected by a dedicated jury of designers, artists, academics, journalists and influencers from across the industry:

  • New Designer 2024: Okkul
  • Women’s Frame of the Year: Woody’s Eyewear
  • Women’s Sunglasses Frame of the Year: Danielle Rattray
  • Men’s Frame of the Year: Filipe Diniz Lunettes
  • Men’s Sunglasses Frame of the Year: Komono
  • Unisex Frame of the Year: Struktur Eyewear
  • Luxury Frame of the Year: Filipe Diniz Lunettes
  • Kids Frame of the Year: J.F. Rey
  • Sustainable Frame of the Year: Gotti Switzerland
  • Eyewear Accessory of the Year: Bird Eyewear
  • Best Innovation: Feb 31st
  • Eyewear Retailer of the Year: Gogosha Optique
  • Most Engaging Practice Window: Finch Optical

100% Optical: New Lifetime Achievement Award

In addition to the Love Eyewear Awards, the organisers introduced a special new Lifetime Achievement Award, presented to l.a.Eyeworks. l.a.Eyeworks is an original, often pioneering and always invigorating eyewear company founded by Barbara McReynolds and Gai Gherardi, known for its bold shapes, imaginative use of materials and expressive use of colour.

100 percent Optical 2024 Love Eyewear Awards Danielle Rattray
The award for Women’s Sunglasses Frame of the Year went to Danielle Rattray (centre) (Image: 100% Optical 2024)

Gai Gherardi, co-founder/designer of l.a.Eyeworks, comments: “It was our early experiences as opticians that inspired Barbara McReynolds and I to found l.a.Eyeworks in 1979, with a dream to celebrate faces and a mission to change the conversation about eyewear. From the beginning, we followed our intuition, and that, along with the tremendous support of free-thinking frame lovers around the world, has carried us to this moment 44 years later to accept this wonderful award from 100% Optical with heartfelt gratitude.”

Selin Pera, Senior Marketing Executive at 100% Optical, commented: “With so many new faces entering the awards this year, it was difficult for the judges to choose the winners. All entries showed pure craftsmanship and creativity and this is a reflection of the optical industry and emphasises what the 100% Optical Show is all about. Congratulations to all the winners and everyone who took part!”

He continued: “As we enter a new decade of 100% Optical, it was important for us to look back on our ten years and recognise the leaders in the industry. For the first time, we have organised a surprise Lifetime Achievement Award. Congratulations to Barbara and Gai from l.a.Eyeworks for all you have achieved in the optical industry. True pioneers who are so authentically themselves and taking the industry by storm. These two women are truly an inspiration to many and it is an honour for us to present them and the rest of the l.a.Eyeworks team with the Lifetime Achievement Award.”


The next 100% Optical is scheduled for 1 to 3 March 2025.


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