Nikon Lenswear, creativity and a story of vision

Business, Creativity, Digital & Media, Events, Festivals & Awards, ITC, People


The 15th edition of the National Optical Congress takes place in Brasov, Romania, between 3rd and 5th of June. More than 34 stands and hundreds of optical brands – from the commercial to the very specialized ones – will be present. Nikon Lenswear presents, in exclusivity, an exhibition with the best creative ideas that students from The Alternative School proposed on behalf of the brand. AdHugger had a conversation on creativity, innovation and visionary people with Theo Pana, the representative of the brand in Romania.

AdHugger: Why is Nikon Lenswear endorsing Romanian Creatives?

Theodor Pana:

Praecisio, the exclusive importer of Nikon Lenswear in Romania, decided to endorse Romanian Creativity in every possible way. After all, we both share a story of vision. During the current Optical Congress we organized an exhibition with the very best ideas the young creatives from The Alternative School produced on a brief we gave them, showing the entire industry that optical communication can be interesting, memorable and appealing.


AdH: You are also endorsing the YL Design team for Cannes Lions?

Theodor Pana:

Yes, we endorsed Alexandra Bombita and Maria Guseth in this year’s Cannes Lions Design competition, because they represent the high-end of local creativity in their twenties, in the same way Nikon Lenswear represents the high-end in spectacle lenses.

Another reason for endorsing the winners of the national competition for Cannes is our communication strategy that puts an emphasis on exceptional individuals that make a difference in their workplace and beyond, impacting the society in a positive manner.

Locally, we only work with chosen professionals who can benefit from the many advantages Nikon spectacle lenses have. Combining Nikon Lenswear and the “cremè de la cremè“ in creativity should boost people’s trust and provide a very strong image for both sides.

Alexandra and Maria are the best in their field, according to the numerous internationally appraised jury members that selected them from more than 12 finalist teams, competing fiercely for the Romanian Young Lions Design. Nikon Lenswear bears the attention for design in its DNA. So, once again, our passions, values and interests crossed path.


AdH: What’s the Nikon Lenses story and how has this brand built so successfully on the values of design, quality and innovation for more than 60 years?

Theodor Pana:

Everything started with the successful range of camera lenses launched in Japan, in 1917. The techniques used in the selection of materials and their manufacture lead to a new division in 1946, when Nikon produced the first ophthalmic lens. This is how the Lenswear division was born.

Having a background in optical design, Nikon Lensewear items confirm the highest standards thanks to the production procedures, the same used in disciplines where a remarkable level of details is required, such as microscope or telescope lensing. Clarity, focus, resistance to scratches, versatility, innovation in both manufacture and materials propelled Nikon at worldwide level, after the Second World War.


AdH: Why importing this expensive lenses in Romania?

Theodor Pana:

Society evolves. People’s taste is ready for sophisticated choices. The educated consumer understands that the products with special features and interesting attributes come with a price and they are willing to pay.

When we started the import and distribution for Nikon Lensewear, our aim was to give a choice for a premium product, to a customer that acknowledged the importance of quality and was ready to pay the price. Why travel to Paris or Wien for the best spectacles, when you can have it in Bucharest?

This is also why we aim on working with the best independent opticians in Romania as our exclusive partners.


AdH: You spoke several times about innovation…

Theodor Pana:

Design, materials and coatings are the three key areas that define a spectacle lens and Nikon had a fierce dedication for improvement in all of them. Just to give you some examples: in 1983, Nikon invented the first scratch resistant antireflective coating available on organic lenses, combined with a performing hardening coating. 2000 was the year Nikon made available the highest index, 1.74. This means very thin, easy to wear lenses. In 2003 Nikon invented the first Single Vision Personalized lens that lead to flawless vision on the whole surface of the lens. In 2004 Nikon invented the first Progressive Lens with double aspherical design, considered to be a revolution in the progressive lenses field. In 2011 Nikon became the first producer to develop a coating that blocks Blue Light – SEE COAT BLUE – emitted by LED lightning devices. See Coat Blue won the Good Design Awards.

AdH: What is the link between Nikon- the optical and Nikon – the photography tools?

Theodor Pana:

Between all of Nikon’s departments there is a synergy. Nikon creates its own materials and devices for producing all sorts of optical parts, from cameras, lenses, precision instruments, production capabilities and ophthalmic lenses. Having the same standard of executional exquisiteness, they are deeply related.

The 15th edition of the Optics and Optometry National Congress takes place on June 3-5 and includes a 2,000 square meters exhibition space where over 500 brands from 34 local representatives of the most important manufacturers worldwide will be displayed. The event reunites key people active within the sector, from manufacturers, importers and medics from the field, to store representatives. During 3 days, visitors can order or test the most interesting products from the optics industry: frame glasses, sunglasses, ophthalmic lenses, eye correctors, contact lenses, accessories, optical diagnostics machines and instruments for the execution and maintenance of the spectacles.