Story

MYKITA’s first dedicated store has a prime location in the central Mitte district of Berlin. Specifically, it is right between Alexanderplatz (a shopping and transport hub) and Hackescher Markt, a new hive of commercial and creative activity. The latter has in recent years become a magnet for both tourists and big-name firms eager to profit from the proximity and innovation of the many up-market labels, hip design firms and art galleries that have sprung up there. It is also home to a wide range of arts houses, restaurants, bars and a thriving nightlife scene.

The shop carries both MYKITA collections – the full range of sunglasses and prescription spectacles. The metal-frame line is lightweight and elegant, and is partnered by the acetate collection with its bolder, more distinctive form. The shop’s product range is rounded off with selected eyewear and accessories from other brands; in some cases, MYKITA is the exclusive Berlin retailer. The MYKITA Shop is open Monday to Saturday from 11am to 8pm.

The MYKITA Shop is a ground-floor space in a concrete residential block at Rosa-Luxemburg-Strasse 6. The almost perfectly square, 4.5-meter high sales space features exposed concrete walls, an all-white colour scheme and large, single-pane windows directly facing the street; there is also a small back-store service area with an adjacent workshop. The salesroom is defined by two L-shaped walls off-set from each other. Located on the left is a three-meter high display wall accommodating the entire eyewear collection, while the lower right-hand wall serves as a sales/display counter and bar. Obsolete Swissair flight attendant trolleys were turned into a variable table and storage facility that is as such in the centre of the room but can also be repositioned as desired. All surfaces, both on the trolleys and the sales counter, are made of 4cm-thick ashwood. The latter was sandblasted and then treated with lye to produce an appealing surface with a washed-white look.

The design concept, a team effort by MYKITA’s four founders, was based around the shop’s walls and their constituent parts. The former are put together from countless Dexion corner plates, which are normally used as a supporting structure for heavy-load shelves. These elements with an L-shaped cross-section feature a series of holes that – when used as the manufacturer intended – enable a variety of shelf-mounting configurations. After being power-coated with a lustrous white finish, they were set up side by side to form a light-permeable wall. The designers then used the L-shape motif as a basis for the wall arrangement. The display system incorporates a series of small shelves that can be mounted in an unlimited range of positions. The great flexibility of the Dexion shelving system has proved an ideal solution for MYKITA in terms of shelves, desks/work tables and countless other things that need to be sturdy as well as quick and cost-effective to set up. This was ultimately what prompted MYKITA to ”develop” the material and its application. The otherwise grey, industrial-looking material was turned into a stylish wall system that is at the same time ideal in terms of practical convenience, variability and lighting.

The architecture is supported by an interactive neon-light installation featuring two different modes: one during store-opening hours, the other after dark. During the day, the neon lights positioned behind the display walls and sales counter create a pulsating, animation sequence covering the walls. The light passes first through a sheet of white fabric and then through the openings in the Dexion walls and into the room proper – different zones inside the shop begin to glow and pulsate alternately. At the same time, spotlights highlight the products on display.
Once the shop closes, the spotlights are turned off; the room darkens, and the contrasts become more profound. Sensors installed on the façade now take control of the neon lights. They detect movement on the pavement outside and relay this information to the lighting system inside the shop, which then ”follows” passers-by. Given the subdued street lighting outside at night, the result is a fascinating light show that inevitably invites people outside to interact and play with the light. Once the pavement has been vacated, the installation switches to a separate animation sequence, only to be reactivated once somebody approaches.

Links

• http://www.mykita.com
• http://www.gatsbyliving.com
• http://www.theagenc.co.uk
• http://mykitasunglasses.co.uk

An introduction

We are an independent community based Opticians located in Corringham and Chelmsford. Founded by Daryl Goldsmith and Paul Webb in 1991 the Corringham practice relocated to new spacious premises in 1998.

As a community practice we strive to meet the needs of local residents. We have devoted considerable time and effort to ensuring a relaxed and friendly atmosphere within our practice and our patients certainly appreciate the comfortable environment that this creates.

In addition, we have invested in the most up-to-date optometric equipment to ensure that our eye examinations and dispensing service is of the very highest standard. In practice this means that we offer an exceptional level of eyecare and what’s more, if eyewear is required, you can be assured of a quality product at a fair price!

We stock a wide range of frame styles, from the very latest designer models through to quality budget collections and we also have a thriving contact lens clinic. We have an exciting selection of sunglasses to choose from, all offering 100% UV protection for your eyes which is essential.

We take our role as independent healthcare professionals very seriously indeed. Our independence enables us to offer impartial advice to ensure that you always get what is best for you. We also have a close working relationship with local medical practitioners which is essential if, in the case of eye disease for example, a referral is required.

The aim of our practice is to develop long term relationships with all those who visit us and we are especially pleased that so many now do so, as families, sometime en mass! All our staff are friendly, courteous and knowledgable and, as a result, many patients have become friends over the past ten years.

We believe that if we continue to put our patients needs first and foremost, and retain an emphasis on quality products that offer genuine value for money, then Goldsmith-Webb will continue to thrive within our local community.

Celebrities in Mykita Eyewear ( Mykita Glasses & Mykita Sunglasses)

We can find any shape with an amazing selection of colours and lens options..

Celebrities wearing Mykita Sunglasses

Bill Zane in Mykita Eyewear (Mykita Optical Frames) with Kelly Brook

Kevin Wall in Mykita Eyewear

Hugh Grant in Mykita Sunglasse, Christian Slater in Mykita Sunglasses

Bruce Willis in Mykita Sunglasses and Kevin Wall in Mykita Eyewear

Rhys Ifans in Mykita Sunglasses with Sienna Miller

Tom Cruise in Mykita Sunglasses

Brad Pitt in Mykita Sunglasses with Angelina Jolie

Tom Cruise in Mykita Sunglasses, Christian Slater in Mykita Sunglasses, Hugh Grant in Mykita Sunglasses

Angelina Jolie in Mykita Sunglasses with Brad Pitt

Brangelina in Mykita Sunglasses

Tom Cruise in Mykita Sunglasses

About The AgenC

Founded by Jonathan van Blerk, The Agenc is a marketing and distribution agency specialising in unique, high-end eyewear solutions selected and developed  from the finest ranges available anywhere in the world. If you want the best sunglass or optical frames available in the market place then The AgenC is THE only obvious choice.

Two of the award winning ranges that form an integral part of The AgenC are Mykita from Berlin and Gotti Switzerland from Zurich.

Please note that we do not work directly with the public so are only available at the best Fashion Boutiques and Independent Opticians in the world for enquiries on stores stocking our ranges please email jonathan@theagenc.co.uk and we will endeavour to get back to you as soon as is possible.

The AgenC will be at Silmo 2008 in Paris

Event Dates:             30th October, 2008 To 2nd November, 2008

Venue:                   Porte de Versailles

SILMO 2008
Description of the show :	International Optical & Eyewear Exhibition
Date :	From : 31 October 2008 To : 03 November 2008
Location Country :	France
City :	Paris
Exhibition Centre :	Paris Expo Porte de Versailles
Organizers :	Comexpo Paris
Frequency :	Annual
Number of visitors : (Source Organizers)	(2007) 46618
Number of exhibitors (Source Organizers)	(2007) 1000
Information about the show :Mykita, Gotti Switzerland, Andy Wolf and Paul Frank will be shown here by The AgenC.
The entire optical-eye correction industry will be represented at SILMO: from parts manufacturers to finished goods to retail brands. SILMO presents a complete line of products : • 65% of frames: corrective glasses, sunglasses • Optical lenses and accessories • Retail brands • Village

SILMO 2008

Event Dates:             30th October, 2008 To 2nd November, 2008

Venue:                   Porte de Versailles

Project Director:        Eric LENOIR

Marketing Manager:       Emmanuelle DUMAND GIRARD

Demography:              International

Trade Fair City:         Paris

Exhibitor Information:   Exhibit profile includes frames, sunglasses, lenses, contactology, village, luxury goods, jewellery, optical instruments and accessories, low vision, equipment and tools for opticians and optometrists, retail outlet equipment, equipment and component parts for anufacturing…

Visitor Information:     Trade visitors only. More than 43,484 professionals of optics.

All frames are handmade at Mykita‘s own workshop in the heart of Berlin. From here, the frames are distributed throughout the world to high-end opticians

Mykita’s Flash Collection of sunglasses are made from a “highly innovated” material that makes them extremely flexible and lightweight. Have fun bending them or ripping them off the face of your casual dance partner next time you hit the club.

Awards:

GÖTTI SWITZERLAND WINS THE SWISS ECONOMIC AWARD

For ten years now a jury of high qualified experts of the sections economy and education award the business performance of innovative enterprises. The SWISS ECONOMIC AWARD is known as one of the most significant economical prize of Switzerland. 130 applications were examined. From the three finalists of the category production/trade (business) the jury chose Götti SWITZERLAND as the winner of 2008. “This important award not only shows us that we’re on the right way, but also motivates us to develop much more.” SVEN GÖTTI to be honest - we are very proud. But on 23rd May 2008 together with Götti SWITZERLAND was also the most important part of our company awarded: our loyal customers and friends in Switzerland and in 32 additional countries that support us and share our philosophy with us.

http://www.youtube.com/watch?v=iZoiAtwG4mw

http://www.youtube.com/watch?v=b2HJcmunvAY&feature=related

MYKITA-DISTINCTIVE EYEWEAR= FUNCTIONAL & FIERCE

Words, Judith Ecochard
Images-Mykita and the cover of In Touch Magazine
Premium Tradeshow, Berlin
July 20th

We missed the “Flashed” festivities at eyewear brand MYKITA’s au courant central Mitte district store…but got educated on the cutting edge line at the Premium tradeshow in southern Berlin proper.

BACKSTORY: Founded by Harald Gottschling, Daniel Haffmans, Philipp Haffmans, and Moritz Krueger-a quartet of seasoned eyewear biz guys-Mykita hit boutiques with a stunning Collection *1 a few years ago.

Dubbed “ an evolutionary step up in terms of both design and exclusivity” Mykita’s eyeglasses features simple plug connections-ridding the pieces of complex soldered joints and screw connections. A PVD finish-a state of the art, vacuum heat coating technique… guarantees a non-oxidizing and highly wear resistant surface.

In other words, the eyewear is durable, incredibly lightweight, and is wearer adjustable like no other eye or sunglasses.

WHAT’S NEW: Collection *2 made from a full bodied cellulose acetate-has a technologically innovative snap-hinge (as in you can practically open up the sunglasses ) so that the “connecting element” hugs the front and temples in the style of a sheath…PLUS…a photomechanical etching technology that is unique to the brand.

Hand made frames in crisp designs coined Leslie, Helmut, Ferris, Fletcher, and Walter (buddies?) are available in fourteen presciption and six sunglasses. Nine distinct colors insure that you will probably be the only one with these cool shades.

RETAIL: Over 1400 high-end boutiques worldwide. MYKITA

FACTOID: The name is actually derived from a former daycare center for children.

New Mykita Collection: Mykita Flash

Mykita’s Flash Collection of sunglasses are made from a “highly innovated” material that makes them extremely flexible and lightweight. Have fun bending them or ripping them off the face of your casual dance partner next time you hit the club. Available now from Seventeen The Opticans.

Mykita is a German eyewear brand thatv was founded by Harald Goffschling, Daniel Haffmans, Philipp Haffmans and Moritz Krueger in Berlin in 2003. The four were at the creative and managerial core of the successful ic! Berlin eyewear brand, which they left in the September of the same year to embark on their own creative adventure: Mykita.
Just a year later, the world was introduced to Mykita Collection No.1- an evolutionary step up in terms of both design and exclusivity. The designers had created an innovative, highly functional design comprising of simple plug connections that made complex soldered joints and screw connections redundant while the frames themselves were cut out of stainless steel before being folded into form. As well as being incredibly light, the latter could be adjusted to the wearer thanks to a wide variety of configuration options.
The new FLASH line adds some vivacity and life to Mykita’s Collection No.1 with vibrant Swiss laquer coatings.

Mykita

Mykita Hector F1 Shade

*

This is the ‘Hector’ frame from Mykita’s Flash collection shown here in Neon Yellow.

This is one of Mykita’s most popular signature aviator frames and is highly innovative and functional in design. The flat metal frame is extremely light and flexible with screwless hinges that enable movement. The yellow frame is square in shape with silver metal joints and white rubber cushioning on the arms. The colour coating is made from the highest quality Swiss lacquer and oven fired to finish.

These sunglasses are handmade in Berlin and come with a cleaning cloth and a rectangular hard white case.

Mykita Rolf F2 Shade

This is the ‘Rolf’ frame from Mykita’s Flash collection shown here in Neon Yellow.

This is one of Mykita’s most popular signature aviator frames and is highly innovative and functional in design. The flat metal frame is extremely light and flexible with screwless hinges that enable movement. The yellow frame is classic and fresh in shape with silver metal joints and white rubber cushioning on the arms. The colour coating is made from the highest quality Swiss lacquer and oven fired to finish.

These sunglasses are handmade in Berlin and come with a cleaning cloth and a rectangular hard white case.

Mykita Elliot F1 Shade
*

This is the ‘Elliot’ frame from Mykita’s Flash collection shown here in Blazing Red.

This is one of Mykita’s most popular signature aviator frames and is highly innovative and functional in design. The flat metal frame is extremely light and flexible with screwless hinges that enable movement. The red frame is curved and smooth in shape with silver metal joints and white rubber cushioning on the arms. The colour coating is made from the highest quality Swiss lacquer and oven fired to finish.

These sunglasses are handmade in Berlin and come with a cleaning cloth and a rectangular hard white case.
*

Mykita

About Mykita UK

Jason Statham in Mykita Sunglasses

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Goldsmith Webb Corringham	Goldsmith Webb Chelmsford	Joseph Lord Frinton-on-sea	Joseph Lord Dovercourt
8 Grover Walk Corringham Stanford-Le-Hope Essex SS17 7LY 01375 677577	19 Market Road Chelmsford Essex CM1 1LU 01245 260555	42 Connaught Avenue Frinton-on-sea Essex CO13 9PR 01255 677933	145 High Street Dovercourt Harwich Essex CO12 3AX 01255 551661

Opening Hours We are open from 9am to 5:30pm Monday to Saturday

Corringham ShopfitClick on the picture above for a tour of our recently refurbished Corringham practice.

As well as a whole new look to the practice, the refit has incorporated some state of the art testing equipment including a brand new enhanced digital imaging system for photographing the back of the eye