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Just when you think that
technology has hit a plateau, along come advances that are
sophisticated in their configuration yet graceful in their
implementation. From our vantage point as editors, we’re in the
privileged position to see these advances when they’re just developing.
By illustrating some of
these new technologies in eyewear as well as in optical retailing, two
of Vision Monday’s youngest e-newsletters came to life at Vision Expo
West. Eye2 hosted the Eye2 Zone in the center of the exhibit hall with
technologies equally at home in a consumer electronics setting as at an
optical exhibition, and dba held its first ever dba LIVE event with
presentations about technologies that are on the cutting edge of
retailing in general, let alone for selling eyewear specifically.
Personal 3D glasses,
sport goggles that integrate GPS and statistical displays, and even
technologies that enable the blind or visually impaired to see were
among the advanced eyewear at the Eye2 Zone. At the dba LIVE
presentation, eye tracking, interactive screens both inside and outside
the store, digital measurement systems and virtual try-on tools were all
presented as ways to enhance the customer’s retail experience. Even
Adlens, the dba LIVE sponsor, introduced a breakthrough variable focus
lens that is no longer limited to a circular frame but is suitable for
“any lens shape, any size, any power.”
Technology is
everywhere, and there’s no stopping it. While styles and trends may be
cyclical, technology barrels forward on a trajectory that shoots off
into the future at an exponential pace.
From our optical media
vantage point, we’re not immune to the push of technology either. It
wasn’t too long ago that these two e-newsletters would simply have been
newsletters sans the “e” . . . printed on paper rather than in
cyberspace. Then along came technology, ready or not. ■
jsailer@jobson.com