ic! berlin Alcon Unlocks The Future

For three decades, ic! berlin has stood for creative engineering, crafting minimalist frames from cold-rolled stainless steel and designing an iconic screwless hinge which, to this day, the company proudly proclaims, remains unmatched in lightness, durability, comfort, and precision.
Headquartered in Berlin, the company distributes across 120 countries and has more than 3,000 point of sales in Europe, North America, and the Asia Pacific. Despite this impressive global footprint, each eyewear piece is created by hand in a process that involves over 180 craftsmen, engineers, and technicians working side by side in ic! berlin’s state-of-the-art factory in Berlin.

A CELEBRATORY CAPSULE COLLECTION

To celebrate its 30th anniversary, ic! berlin has launched a capsule collection that bridges heritage and innovation, pairing iconic stainless-steel designs with new technical interpretations.

In it, four classic stainless-steel frames celebrate the brand heritage - Leif, Wanda, Oli the 2nd, and Pina – are joined by two innovative styles – Sodium and Xenon – that take stainless steel to the next level.

This special eyewear edition revolves around ic! berlin’s iconic natural chrome colour treatment, which enhances the quality of polished steel without coatings or artifices. This prestigious technique has been further evolved with the introduction of a new colour in the capsule collection: Transformative Teal, a shade that blends blue and dark green, evoking nature and simultaneously conveying a sense of calm and vibrant energy.
All styles in the Transformative Teal colour feature photochromic lenses in the same shade as the frame and reflect the elegance and eclectic style of ic! berlin. These new lenses effortlessly shift from indoor wear to outdoor protection, providing a quick, seamless adaptability to sunlight.

A CAMPAIGN THAT CAPTURES THE ESSENCE OF BERLIN

Another aspect of the milestone celebration is ‘I See Berlin’, an advertising campaign highlighting not only the brand but the vibrant essence of the city that has shaped its DNA. The campaign features talented contemporary artists with different backgrounds, cultures, and eclectic attitudes, presenting them as local heroes that define the city’s identity.

“For 30 years, ic! berlin has stood for uncompromising design, engineering, and innovative premium eyewear made in Berlin. This anniversary honours our proud heritage and sets the stage for a new chapter of global growth, brand storytelling and modern, technical eyewear,” said the company’s General Manager, Davide Lunghi.

Created by Berlin-based photographer and visual storyteller Tarek Mawad, in collaboration with Australian-born graphic designer and art director Leif Podhajsky, the campaign explores the experimental and underground spirit of the city through a dedicated digital animation.

Featured in the campaign are Sven Marquardt, a photographer and legendary club icon, whose photographs defined Berlin nightlife for decades; Dalad Kambhu, a Thai-American Berlin chef, whose Michelin star cuisine combines innovation and authenticity; Nina Pohl, an artist whose conceptual and visual work animates the Berlin art scene; Nunguja Kisalya, a Berlin-raised, London-based DJ and fixture of the German capital’s club scene; Thilo Reich, an interdisciplinary architect and artist who transforms everyday urban materials into sculptural works; and Youngchan Moon, a South Korean, German-based dancer who fuses classical and contemporary movement in expressive digital performances.

Through their eyes, Berlin’s creative identity takes shape and ic! berlin eyewear becomes a literal and symbolic lens capturing the energy, diversity, and creativity of the city.

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