opti Unveils New Campaign Direction Ahead of 2027 Show
Monday, May 4 2026 | 14 h 33 min | News
opti has announced a new campaign direction for its 2027 edition, introducing the claim “See. Hear. Next.” as part of a broader repositioning of the international trade show for optics and design.
According to the organizers, the updated concept is intended to reflect developments across the optical industry, including design trends, smart eyewear, technological innovation, and the growing convergence of optics and hearing acoustics.
The new campaign language is built around three themes. “See.” points to vision, precision, and perspective. “Hear.” reflects the increasing connection between optics and hearing care. “Next.” is meant to signal the sector’s next stage of development, from product and technology advances to the emergence of a new generation of professionals.
In a statement, Cathleen Kabashi, Director of opti, said the updated campaign is designed to help visitors navigate the trade show while also highlighting the people, ideas, and technologies shaping the future of the industry.
Organizers said curated content, new formats, and digital offerings are expected to play a larger role in helping attendees identify relevant themes, contacts, and business opportunities.
The new campaign will be introduced gradually over the coming months ahead of opti 2027, which is scheduled to take place in Munich from January 29 to 31, 2027.
Source: opti
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