Standing alone in the middle of the empty gallery at 237 Eldridge Street Manhattan, Swedish spectacles designer Oscar Magnuson sparked the idea for a new spectacles concept. Simple and pure, it would be a distilled version of the Oscar Magnuson look. It would still hold the clean Scandinavian style that speaks of creativity and intellectualism, but an artistic balance would be achieved, a near contradiction: the OM essence would be maximised while materials were reduced to the very minimum. Oscar Magnuson 237 was born.
#8700 in pale yellow
#8704 in light brown
#8705 in peacock blue
Those in the know will recognise the 237 New York address. It’s the location of the first Eldridge Optician – gallery space, launch pad, party place run and conceptualised by art collective Fruit& Flower Deli and Oscar Magnuson. It’s also where Oscar Magnuson launched the first range of sunglasses in spring 2010.
Six sleek frames, each in the same six colours will be created: a delicious peacock blue, popping pale yellow, tortoise shell and light brown, all in acetate.
Oscar Magnuson 237 will be in stores for high summer – August 2011.
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I totally agree with you that OM has always been very successful in keeping the Scandinavian style but at the same time moving it forward. The ones in your showcase are a true example of that. As a danish designer living in US I try to go back home as often as possible to find new influences. Last week I visited Sweden and at the Nordiska Kompaniet (NK) in Stockholm I stumbled upon a new, upcoming designer eyewear called E&E Glasses. I think this brand will be worth paying some attention to in the near future. A trend right now is apperantly to buy glasses without correction lenses, just to look smart/nerdie. We’ll see about that :-)