By Christine Yeh
Photos: Jann Hendry, Nico Roseillier, Christine Yeh
It is often said that “age is nothing but a number,” but in 20/20’s case, it is that and so much more. This year marks the 50th year of publication for 20/20, the longest running magazine in the optical industry. We have evolved into a multimedia brand since the early days of 1974, when we published our first print issue, occupying a commanding presence today in the print, digital and social media spaces.
The optical industry has transformed in unprecedented and monumental ways over the past five decades, and 20/20 has been there to cover it all with our leading vision on eyewear product and style trends, frame and lens technology, retailing and dispensing, education and training, as well as the growth of digital and social media. So how does one properly commemorate 50 years of inspirational vision? That was the big question when our team held initial meetings over a year ago to come up with an answer. There were many ideas—a big party, an anniversary issue, a special event at Vision Expo. Enthusiasm ran high as we wanted to do it all, but after a collaborative effort between edit, publishing, sales and marketing, the plan was laid out for our 50th anniversary initiatives. It’s nearly impossible to capture our 50 year history with just one issue or item, so it was decided that a year long celebration made the most sense.
If you have been following 20/20 this year, you will see that every issue features a special look back at the eyewear categories you know and love, and how they have evolved via fashion and style trends, frame design and technology. From women’s eyewear, sport eyewear to children’s eyewear, every issue dedicates a visual look at the roles they played. And of course, this very issue you’re reading is our special anniversary edition, a keepsake magazine with a retrospective on all the elements that reinforce 20/20’s leading role.
But we could not let our 50th anniversary pass without celebrating on a larger scale. We wanted to bring to life our amazing coverage of the industry, and we knew the best place to do this was at the industry’s largest gathering, Vision Expo East. It was going to be an immense undertaking, but we knew we can make it happen. That’s when we commissioned our longtime industry colleague and friend, Nico Roseillier, founder, designer and creative strategist at UN-TI-TLED Creative Agency to develop and design the concept for a special brand installation highlighting our history. With an impressive resume in optical that includes longstanding stints as creative director at De Rigo Rem and Europa/State Optical, Roseillier is an award-winning eyewear designer and a true artist of the frame. He also possesses an expertise in designing booths for his former companies and in recent years, created the NOW by Vision Expo pavilion, an eyewear trends showcase. As an avid reader of 20/20 who is well connected to our history and our content, Roseillier is the creative visionary we needed to help us achieve our goal.
He presented us his vision for the installation: a life-sized running timeline in tribute to 20/20’s progression over the past five decades along with notable industry milestones showcased via 10 panels. Each panel represents five years of our history, and highlights significant and standout editorial coverage of the industry during those years along with a collage of all our covers, past and present.
With the concept solidified, our team got to work on making it a reality. We invited Roseillier to our office for a few days of in-person collaboration, where he had the rare opportunity to browse through our extensive archives of 20/20 print issues. Known internally by our office colleagues as the “bound volumes,” this archive features a collection of every print issue of 20/20 since our inception in September 1974, compiled and physically bound into an expansive set of books in chronological order by month and year. These books hold a special and vital significance—not only are they indicative of our rich heritage but for the first three decades of our history, these issues were only available in print because digital editions of magazines did not exist back then. In the days that followed, the 20/20 team worked hard and diligently pored over these books to curate the content for our timeline. It was a painstaking process and surely a labor of love, but we also had a lot of fun—it was quite entertaining to see how our magazine and our industry has evolved throughout each decade, from eyewear design and trends, to the ads that appeared.
Once the content was compiled, Roseillier worked his magic in laying out and designing each panel. Once completed, he showed the team his designs, and while we were all impressed at how fantastic it looked, nothing compared to seeing it in person at the Javits Center in NYC, where it made its debut at Vision Expo East. It was emotional and awe-inspiring for the 20/20 team and our Jobson Optical colleagues, but seeing the nostalgia and accolades generated from Expo attendees was the most rewarding feeling and a testament to the remarkable journey of the 20/20 brand heritage and our impressive legacy over the past 50 years.
This project epitomizes what true collaboration and partnership means in our industry—words that continue to be at the heart of 20/20's mission in covering the eyewear and eyecare arena as we forge ahead to an even brighter future. We hope you continue to join us in sharing this momentous occasion in our ongoing celebration of five decades of inspirational vision at Vision Expo West, as we move onward and welcome our future with open eyes and arms. ■
CALL HIM NICO
Appearing twice as 20/20’s Artist of the Frame and featured countless times in our pages via the eyewear he designed and crafted, the 20/20 editors have a long-standing partnership with Nico Roseillier. We invited Nico to refresh our memories on his optical career and share more on his inspiration and vision in creating the 20/20@50 brand installation, as well as his new creative agency UN-TI-TLED. –CY
CY: Please give us a brief description about your background-- your career in eyewear design and the creative agency you founded, UN-TI-TLED, and the services it provides.
NR: After studying engineering in Normandie, France, I moved to Paris to study architecture and industrial design. My career began in New York City, where I designed various projects before becoming the creative director at Modo, working on brands like Derek Lam, Phillip Lim, Tretorn and NetJets. I then moved to Los Angeles, where I became the creative director for Rem Eyewear, which later became De Rigo Rem. There, I led the design for brands such as Lucky Brand, Converse and John Varvatos.
In Chicago, I provided my expertise to Europa for five years focusing on State Optical and orchestrating the rebirth of American Optical. This work earned me multiple accolades, including Vision Expo awards for best booth design and brand activation, and two Accessory Council Design Excellence awards for my work on American Optical and a collaboration with three-time Grammy winning recording artist Maxwell, as well as several notable 20/20 magazine covers. Over the past three years, I have also created and directed the NOW awards at Vision Expo and became a certified speaker for the American Board of Opticianry, offering courses on eyewear design and manufacturing.
UN-TI-TLED, my latest venture founded a year ago, offers a wide range of creative services including eyewear design, experiential installations, visual art and brand enhancement. We believe in collaborating with brands and other creatives to deliver innovative design solutions, immersive storytelling experiences and comprehensive creative strategies.
When you were commissioned to develop and design the concept to help 20/20 celebrate our 50th anniversary, what were your initial thoughts? Please share your inspiration and creative vision.
My initial thoughts were centered on creating a vision that would encapsulate the essence of this milestone while also incorporating a learning component. My process began with a detailed conversation with the 20/20 team to identify key words and objectives that the installation should convey.
From these discussions, I focused on the idea of scale and the emotional impact the final installation should evoke. My inspiration was drawn from the rich history of 20/20 and the transformative journey of eyewear over the past five decades. I aimed to create an immersive experience that not only celebrated the past but also looked forward to the future of eyewear design.
The creative vision involved combining historical elements with modern design techniques, ensuring that the installation would be both nostalgic and innovative. By merging these elements, the goal was to create a dynamic and engaging space that would resonate with attendees and highlight the significance of 20/20’s contribution to the industry.
You visited 20/20’s office to work with the team on the project and had the opportunity to browse our extensive archives of past print issues. What was it like looking through vintage issues of 20/20 and seeing how the industry has evolved?
Visiting 20/20’s office and browsing through the extensive archives of past print issues was an enlightening and inspiring experience. The 20/20 team was fantastic, and our collaboration was seamless and productive. One of the most surprising discoveries was realizing that 20/20 magazine and Jobson are the only trade media that have consistently covered our industry for such an extended period.
Looking through the vintage issues, I was struck by the rich history and key turning points that have shaped the eyewear industry. It was fascinating to see how design trends, technology and consumer preferences have evolved over the decades. Just like in the clothing and fashion business, the eyewear industry experiences cyclical trends. Many current styles and collections are clearly inspired by designs from the past, showcasing a beautiful evolution of fashion and functionality. The archives are a treasure trove of insights and milestones that highlight the dynamic nature of the industry.
Working with the amazing 20/20 editors was a collaborative effort that required long hours, late nights and weekends. A big thank you to Executive Editor Christine Yeh, Fashion Editor Victoria Garcia and Feature Editor Jillian Urcelay. Together, we delved deep into the history captured in those pages to create a concept that truly represented the 50-year milestone. The dedication and passion of the team made this project a remarkable journey, culminating in an installation that celebrates both the past and future of eyewear.
During this process, we classified and dissected various categories of information such as lenses and technology, significant events, acquisitions, licenses, collections and key personalities. This methodical approach allowed us to uncover the pivotal moments and influential figures that have shaped the industry, providing a comprehensive and engaging narrative for the installation.
When the 50th anniversary installation debuted at Vision Expo East back in March, the response was extremely positive. What was some of the feedback shared with you by those who visited it?
When the 50th anniversary installation debuted at Vision Expo East in March, the response was overwhelmingly positive and well-received. It was amazing to see people’s reactions and hear their stories about their journeys in the eyewear industry over the past 50 years. Many visitors reminisced while looking at the timeline, pointing out significant moments and saying things such as, “This is when I started in the industry.”
The installation’s exterior, covered with over 500 past covers of 20/20, sparked a lot of conversations and nostalgia. People were excited to see familiar faces and designs from the past, which added a personal touch to the celebration. The feedback highlighted the installation’s success in capturing the industry’s rich history and engaging attendees with its detailed and immersive presentation.
UN-TI-TLED Creative Agency has recently celebrated its one year anniversary. What are your goals and your vision in moving forward for the agency?
As UN-TI-TLED Creative Agency celebrates its one year anniversary, we reflect on the significant changes within our industry. The market has become increasingly competitive, with more offerings and a stronger emphasis on independent thinking through design directions.
Our agency is dedicated to helping companies stand out by collaborating on unique designs, rethinking brand directions and placing storytelling at the forefront of new offerings. Beyond the eyewear industry, we are actively involved in ongoing projects spanning furniture, experiential design, photography, apparel and more.
Looking ahead, our vision is to continue fostering collaboration, pursuing diverse and exciting projects, and celebrating creativity in all its forms.
