WHY FLUXUS EYEWEAR?
TO GENERATE VALUE FROM THE RELATIONSHIP BETWEEN BRANDS AND PRODUCTS
Today’s eyewear market is an extractive industry, not a creative industry. The main players don’t see the role of eyewear as that of creating value for brands, but extracting value from brands. Your brand is a mine, and they buy the licence to mine it.
The results are clear for all to see: one pair of sunglasses looks very much like another pair of sunglasses, regardless of the logo on the side.
We created Fluxus to change this. The way we see it, brands help consumers discover and express hidden personas within themselves. Consumers may buy products, of course, but what they’re really “buying into” is someone they want to be.
Eyewear can play a critical role in this. Try to remember the first time you tried on a pair of sunglasses: you looked like a film star, didn’t you?
THE FLUXUS APPROACH
FROM BRAND PSYCHOLOGY TO PRODUCT PHYSIOLOGY
Fluxus works all the way from deep brand analysis to wide market distribution—passing through all the phases in between: design, prototyping and manufacture.
Put simply, every product is a by-product of an idea. That idea is your brand concept. Our aim is to create eyewear that is expressive of your brand, that is harmonious with the consumer’s face, and that generates an authentic interaction with the people and culture they live with.
So, we start with an in-depth brand analysis, outlining the emotional resonance we aim to create with the product. Only then do we start identifying the key visual elements that will enable the eyewear to be expressive, harmonious and authentic.
One way to look at this is to consider the role of your face as an interface between your mind and the world.
A happy mind leads to a smiley face. Still, for a smile to truly resonate with the people around you, it must be perceived as:
expressive of your happy mind
harmonious with your face
authentic with the people around you
Eyewear is exactly the same. Our process starts with the brand’s psychology (Ψ), and ends with the product’s perceived physiology (Φ). That journey from Ψ to Φ is what we call Fluxus.
WHO ARE WE?
Fluxus is a joint venture between leaders in their field
THREE IN ONE
Our approach creates value by combining excellence in:
1. product design
2. brand development
3. top-tier production
Fluxus is an entrepreneurial entity born from over 85 years of experience in the field of product design, industrial innovation, and the management, creation, and launch of licensed brands. Through this 3-in-1 strategic vision, and a joint venture of exclusive collaborations, Fluxus develops and enhances the brands it manages, ensuring competitive positioning at an international level.
PRODUCT DESIGN
frankstephenson Design is the leading multidisciplinary design studio led by renowned automotive and industrial designer Frank Stephenson. The team excels in the field of biomimicry: translating the science of natural beauty into expressive, authentic, and harmonious forms.
BRAND DEVELOPMENT
Fluxus’s branding and strategic development of licensed brands are entrusted to Gallé, a brand design and development studio with proven experience in the luxury sector. Gallé has collaborated with prestigious brands such as Yves Saint Laurent, Fabergé, Corum and Jimmy Choo, ensuring that the brands managed by Fluxus are characterised by a strong visual identity and a clear and distinctive positioning in the global market.
MADE IN ITALY
Our production is in the hands of an Italian team, custodians of game-changing technologies, for the creation of eyewear that fuses craftsmanship with an industrial approach. This fusion guarantees unparalleled production capacity and quality in Europe.