Office Time by L.G.R: Quiet Luxury For The Workday
The new Office Time campaign from L.G.R looks at the workday from a softer, very familiar angle. Instead of heroic boardrooms and staged productivity, you see real office moments. Someone leaning over a desk, pausing at the copier, thinking through the next email. In every scene the eyewear is what quietly anchors the look.
For independent eye care providers, it feels like a story straight out of your own patient base. Modern professionals, long days, and frames that need to look sharp at 8 in the morning and still feel comfortable late in the day.
Everyday office moments, elevated
The spaces in the campaign are calm, bright, and minimal. You notice gestures more than poses. Hands on paperwork, eyes focused on a screen, someone mid conversation in a hallway. Nothing is exaggerated, which makes the eyewear feel even more intentional.
Clothing is understated, the color palette is soft, and the glasses are the key style detail. Round and square shapes with softened angles, subtle metal accents, and rich acetates give each person a clear point of view without shouting for attention. It is office friendly, but with a distinctly Italian sense of ease.
The frames behind Office Time
The campaign centers around a tight selection of optical frames that translate perfectly to real life in the practice. Each model has a clear personality, but all share the same L.G.R handwriting: essential elegance, thoughtful proportions, and craftsmanship you can feel in your hand.
Here are some of the standout styles you are likely to see in the Office Time story and on your boards.
Essential acetate statements
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Congo
A square frame with softened angles and strong, clean lines. Handcrafted in polished acetate, Congo balances boldness with lightness, so it feels substantial without being heavy. Sculpted rivets on the front act like small pieces of jewelry and quietly showcase the artisanal work behind each frame. Ideal for patients who want a sophisticated look that stands out in a subtle, grown-up way.
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Tanganyika
A wide, squared silhouette with smooth, flowing lines that feels both contemporary and refined. Glossy acetate and generous proportions give Tanganyika presence on the face, while the fit remains comfortable for all day wear. It is a great choice for professionals who want their frames to add character and modernity without overpowering their features.
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Senegal
A round frame with a bold front and well balanced thickness. Handcrafted in shiny acetate, Senegal has a strong personality without feeling heavy or costume like. The keyhole bridge and the distinctive rivets add a refined, slightly retro touch that many patients love. It is ideal for those who want a look that mixes tradition with a modern, confident attitude.
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Tunisi
A square frame with softened angles and a wide, structured front. Tunisi is cut from polished acetate with fluid, clean lines, giving it a bold yet harmonious profile. It adds definition and presence to the face while remaining surprisingly light and wearable. Perfect for patients who want a contemporary, tailored look that still feels easy to live in.
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Kalahari
A round, refined design with soft lines and carefully judged proportions. Handcrafted in glossy acetate, Kalahari embodies L.G.R’s essential elegance, enriched with small gold rivets that add a touch of light and exclusivity. This is a fantastic frame for the patient who appreciates detail and wants something quietly luxurious for everyday use.
Metal and mixed material refinement
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Meknes
Meknes is a clean, essential shape with a slim metal front and acetate temples. The ribbed metal profile gives the frame texture and character, while adjustable nose pads provide a precise and comfortable fit across a wide range of bridges. It is a very versatile option for patients who want something refined, light, and professional with a technical edge.
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Karnak
Inspired by the classic L.G.R Teos, Karnak combines glossy acetate and metal in a balanced, luminous design. The round lens shape and subtle lines convey quiet sophistication. Metal details highlight the precision work that goes into each frame. This is an excellent choice for someone who wants a piece that blends vintage inspiration with modern minimalism.
Together, these models give you a complete office ready story. Rounded intellectual looks, strong square shapes, light metal profiles, and mixed materials that feel tailored rather than trendy.
From Asmara to the modern office
L.G.R’s ability to make the office feel stylish without trying too hard comes from its roots. The brand was born when founder Luca Gnecchi Ruscone rediscovered vintage Italian frames in his grandfather’s former optical shop in Asmara, Eritrea. That link between African adventure and Italian heritage is still at the core of L.G.R today.
Instead of chasing mass production, L.G.R works with small Italian workshops that still use traditional techniques. Acetate is cut, shaped, and polished by hand. Metal detailing is handled with the same care. The result is eyewear that looks refined on the outside and feels solid and reliable for daily wear.
For your patients, that translates into:
- Frames that hold their shape and finish over time
- Comfortable fits that work for long screen days
- Colors and details that stay interesting long after the purchase
It also gives you a genuine story to tell, which matters when you are positioning independent brands against widely distributed labels.
Why Office Time works for independent practices
Most working patients do not come in asking for specific model names. They describe situations.
They need:
- Something that looks polished in meetings and natural off duty
- A frame that can handle progressives or office lenses comfortably
- A style that feels premium, but not flashy
The Office Time campaign meets those needs visually and emotionally. It shows eyewear as part of real professional life. You can build on that in your own conversations: this is not fashion for the sake of fashion, it is about feeling put together from your first call to your last email.
Because L.G.R is a true independent brand with carefully controlled distribution, it also helps you differentiate. When you present these frames, you are not offering another logo driven product. You are offering handmade Italian eyewear with a clear, authentic identity.
Villa Eyewear and L.G.R: bringing Office Time to your board
Villa Eyewear represents L.G.R in the United States with a focus on independent opticians and optometrists. We handle the import, logistics, and service so that you can focus on curating the right mix for your patients.
With Office Time and the featured optical models, we can help you:
- Select a focused assortment of L.G.R that fits your demographic
- Use campaign visuals and language in your own merchandising, social media, and email
- Integrate L.G.R into a broader independent brand strategy that sets your store apart from chain and big box competitors
Bringing Office Time to life in your practice
Some simple ways to activate this story in store:
- Create a small “Workday Edit” section with a laptop, notebooks, and a row of L.G.R optical styles featured in the campaign
- Talk about the frames in real life terms: comfort at the computer, how the bridge feels, how the details hold up during everyday wear
- Position L.G.R as the natural next step for patients ready to move up from commoditized frames into true independent, handmade eyewear
If you would like to explore the new Office Time assortment or refresh your current L.G.R lineup, your Villa Eyewear representative can help you build a selection that matches your patients and your space.
It is office time in the campaign, but in your practice it is an opportunity to show exactly what makes independent eyewear special.