2 souls. 1 brand
“Too often we make the mistake of confusing design with aesthetics, overlooking functionality. To design means to be able to infuse an object with just the right balance of aesthetics and functionality. This is what designers do… they keep a balance” – Giuseppe Pizzuto, Co-Founder.
MOVITRA (Milan) was founded in 2014 by three creative individuals and friends – Filippo Pagliacci, Giuseppe Pizzuto and Diego Ponzetto – when an intuitive idea for a completely new eyewear design with a revolutionary closing mechanism came to fruition. The system, which allows the frames to rotate, causing the temples to overlap on both sides of the lenses, protects them from scratches and accidental impact.
Patented for the first time in 2016, the smart, one-of-a-kind design concept generated immediate attention from the press and the general public, industry professionals and consumers alike. Since its conception, the mechanism has evolved. Today it is an advanced, screwless laser welded system, with a reduced size and extraordinary versatility suited to all materials including metal.
MOVITRA eyewear conveys traditional, Italian style that is functional, visually appealing – with luxurious artisan finesse and an astute and compelling focus on high-tech, smart design. The name MOVITRA comes from two Latin words: movere meaning “to move” and vitra meaning “glass”, reflecting the concepts of motion and transformation in the design of the glasses.
The brand’s tag line – 2 souls. 1 brand – is the expression of the MOVITRA world, its originality, versatility, competitive advantage, and its unique 2-sided personality where advanced technology meets elegance and refinement. MOVITRA is based in Milan, Italy’s fashion capital and all its products are 100% made in Italy in the famous eyewear manufacturing districts of Varese and Belluno.
MOVITRA is proud to announce the release of their 2021 eyewear collections, with 4 new sunglass styles and 4 optical frames, the first of their kind ever produced by the Italian innovators. Known to push boundaries, the creative team at MOVITRA advances the collection with distinctive details for a finely-tuned smartly conceived functionality and a design aesthetic fusing minimalism and contemporary style.
For the first time, the label’s folding mechanism features in 4 optical models: ARGO, HORUS, ESACO and ISI. While the ARGO and the HORUS propose a lightweight combination of acetate and stainless steel, ESACO and ISI are full acetate styles in colour variations which pay homage to the past. The four brand new sunglasses styles for the Spring/Summer season – HYBRIS, METI, MIDA, and KORA – develop the key principles typical of the collection in new forms not seen before in the MOVITRA collections – with premium quality details and a harmonious balance, in every part.
Produced from 8mm acetate blocks made ad hoc for the brand by Mazzucchelli, all MOVITRA styles feature outstanding state-of-the-art materials and hardware as well as the durable signature patented locking system. Bringing continuity to the collection, all the frames are connected with Greek mythology and the names of the gods. Instead of any logos branded on the frame, each style has the distinctive traits of the label, the front and side metal rivets, the signature temple shape and the groundbreaking folding construction.
Are you an artist, architect, designer? Would you like to be featured on ITSLIQUID platform? Send an e-mail to email@example.com or fill the form below