Key Highlights:
- Founded: 2007
- Headquarters: Rome, Italy
- Production: L.G.R is enirely handmade in Italy
- Material: Most L.G.R frames are made with cellulose acetate
- Founded: 2007
- Headquarters: Rome, Italy
- Production: L.G.R is enirely handmade in Italy
- Material: Most L.G.R frames are made with cellulose acetate
Special Considerations:
Heavily inspired by African culture, L.G.R blends together colorful, unique shapes with classic Italian elegance. L.G.R is one of the few brands that is entirely made in Italy from design to production. They don't outsource any production outside of the country. They have changed the meaning of what truly is 'made in Italy' as they don't just claim it, they really mean it. This makes the brand escpecially unique from others and true to its Italian roots.
Heavily inspired by African culture, L.G.R blends together colorful, unique shapes with classic Italian elegance. L.G.R is one of the few brands that is entirely made in Italy from design to production. They don't outsource any production outside of the country. They have changed the meaning of what truly is 'made in Italy' as they don't just claim it, they really mean it. This makes the brand escpecially unique from others and true to its Italian roots.
1) THE STORY
Roots & Inspiration
L.G.R is born from the original vision of its founder, Luca Gnecchi Ruscone. L.G.R blends together traditional Italian methods of craftsmanship, lens technology and a story that dates back to Africa. In 1936 Luca’s grandfather, Raffaello Bini, was sent to Asmara, an Italian colony in Eritrea, by Istituto Luce to photograph the war effort. When the war came to an end, Raffaello decided there and then to become an entrepreneur. He would import the finest photography equipment from Europe and sell it to the local Italian expatriate population. To do this, he rented a small store in downtown Asmara and started Foto Ottica Bini. Shortly thereafter, he expanded into importing optical frames and sunglasses made by artisanal workshops in Italy.
Handmade in Italy
L.G.R eyewear is entirely handmade in Italy by three artisanal families, who build each frame from start to finish using traditional methods of production in order to deliver an authentic and noble product. L.G.R preserves Italian values and heritage through hard work by real people who have spent their lives specializing in this meticulous line of craftsmanship. The result is a genuine product that translates excellence through passion.
2) PRODUCT
Lenses
L.G.R boasts the highest level of optical clarity in the world and the most effective protection available on the market. Cutting edge technology is at the forefront of lens production and only the best quality tempered mineral glass is used. Three lens categories are offered to cover the many types of weather, situations and moments one can experience;
• Photochromic lenses which become darker as sun exposure increases, most useful for unstable light conditions
• Polarized lenses which selectively filter color in order to maximize contrast and give a sharper vision, best for reflective surfaces such as asphalt, water and snow
• Classic tempered mineral glass lenses which offer a variety selection of colors
Product Materials
Materials selection is at the very core of L.G.R. Only the best is sourced in order to ensure resistant and long lasting products. Cellulose acetate is used for its inherent durability and flexibility allowing the frames to adapt to the wearer’s face over time. While stainless steel is used for its strength and design possibilities.
Design
L.G.R’s deep-rooted heritage transcends every aspect of the brand. Which is then translated into a meticulous design showcasing and honoring true artistry.
Drawings by Luca Gnecchi Ruscone
3) THE COMPANY
L.G.R Today
L.G.R Milano
In November 2017, L.G.R opened its first flagship store in Milan. The shop is located in the prestigious Brera district, at 36 Corso Garibaldi. The opening marks the first steps towards the brand’s evolving retail strategy. The 1000 sq. ft. brick-and-mortar store is inspired by the shapes and colors of Ottica Bini, Luca’s grandfather’s eyeglass emporium in Asmara, Eritrea.
The boutique features shop windows inspired by neo Gothic/Venetian shapes, reminiscent of Ottica Bini’s windows in Asmara. Core materials such as wood and coir, a coconut fiber, reflect the brand’s blended heritage of African adventure and Italian elegance. Blue hues are used for the interior space, evoking the Eritrean skies and seas.
The boutique features shop windows inspired by neo Gothic/Venetian shapes, reminiscent of Ottica Bini’s windows in Asmara. Core materials such as wood and coir, a coconut fiber, reflect the brand’s blended heritage of African adventure and Italian elegance. Blue hues are used for the interior space, evoking the Eritrean skies and seas.
L.G.R Roma
In July 2019, L.G.R opened a flagship store in Rome, the second one in Italy after Milan. It is located in the heart of the city, in Via della Fontanella di Borghese, an elegant street in the prestigious Roman district of luxury shopping and niche boutiques.
The new store is based on the same concept of the first flagship store of Milan. The combination of Italy and Africa, which represents the brand DNA, is perceivable in every detail of the store. The wooden furniture and coconut elements have been carefully and elegantly manufactured by Italian craftsmen, while the fabrics and the chandelier designed by L.G.R have been made in Morocco. On the walls, the evocative illustrations by Giampiero Celani Piendlbach embellish the environment. Africa is present in all its facets, from Maghreb to Kenya and Eritrea.
L.G.R Firenze
The first monobrand store in Florence and the third one in Italy after Milan and Rome, the new L.G.R Flagship Store has opened its doors in July 2020.
Located in the heart of the city, in Via Porta Rossa, the store overlooks one of the historic streets of the city center, where the silk artisans and workshops used to be. It perfectly represents the brand’s DNA, standing out for its timeless style and designed to fully experience the L.G.R world.
The store, designed by Giampiero Celani Piendlbach, perfectly embodies the soul of L.G.R: the adventure of Africa and the timeless elegance of Italian design. Inspirations from different African territories such as Kenya, Maghreb, and Eritrea are the key elements of the interior design, and suits the brand’s DNA.
Located in the heart of the city, in Via Porta Rossa, the store overlooks one of the historic streets of the city center, where the silk artisans and workshops used to be. It perfectly represents the brand’s DNA, standing out for its timeless style and designed to fully experience the L.G.R world.
The store, designed by Giampiero Celani Piendlbach, perfectly embodies the soul of L.G.R: the adventure of Africa and the timeless elegance of Italian design. Inspirations from different African territories such as Kenya, Maghreb, and Eritrea are the key elements of the interior design, and suits the brand’s DNA.
