opti 2027 is bringing design, technology and hearing care together in Munich, and the new opti SMART TECH area is at the centre of it. Across four compact halls, with exhibitor bookings already in from 25 countries, the show aims to help visitors make sense of an industry in rapid change.
In this exclusive interview, we spoke to Cathleen Kabashi, opti Director, about what is new, why 2027 is the right moment for a dedicated technology area, and how independent practices can stand out as smart eyewear reaches the market, thanks to their expertise in prescriptions, fitting and after-sales service.
She also looks at what Canadian eyecare professionals and suppliers can gain from the show, from a European perspective to new partnerships and business ideas. Finally, she shares practical advice on how to plan three days in Munich, the one thing not to miss, and why the opti PARTY is worth staying up for.
Translating Industry Change into Business Opportunity
What’s new: Compared with the last edition, what will visitors notice is different at opti 2027?
Cathleen Kabashi: Visitors will see more clearly how our industry is changing – and what that means for their business. That includes fashion and design trends, new technologies and business models, closer links with hearing care, and a new generation of professionals and entrepreneurs. At opti 2027, we bring these developments together.
Our new opti SMART TECH area brings together Smart Eyewear, Wearables, Hearables and Connected Technology. But “Next.” isn’t just about technology. With opti SPHEARE, we explore where optics and hearing care meet. Design, start-ups and the next generation of our industry are equally important.
For me, that is the difference: we don’t just show what is new. We help visitors and the wider industry make sense of it and see what could matter next.
The scale: What are you expecting for exhibitor and visitor numbers, and which countries or regions are growing the most?
What I like about opti is that international visitors can get a broad market overview in three compact, productive days. But it is personal, too: catching up, meeting new people and celebrating at the opti PARTY. That sense of community matters just as much as the business.
We currently have exhibitor bookings from 25 countries, led by Germany, Italy, France and the Netherlands. Spain, Switzerland and Austria are also well represented, alongside China, Japan, South Korea, Taiwan and the United States. Across four halls, that gives us a European core with perspectives from around the world.
It is too early for final attendance figures or to say which markets are growing fastest. We don’t just want a bigger show; we want people to get more out of it. That means established suppliers, independent brands and new players, with time to talk and enjoy being together – between meetings or on the dance floor. That makes the journey worthwhile.
What the industry is asking: When you talk to exhibitors and practices, what are the main concerns on their minds right now, and how did that shape the opti 2027 programme?
The recurring question is: where is the next real business opportunity? Not every technology, trend or idea is relevant to an optical practice.
Our focus is translating change into practical opportunities: what can Smart Eyewear offer independents? Where do seeing and hearing converge? How can design differentiate a practice? How do we bring the next generation, start-ups and new business models into the industry?
These questions directly shaped our 2027 programme and formats. Rather than an abstract future, visitors can meet the people behind developments, experience products and ideas first-hand, and judge what makes sense for their business.
Connecting Tech and Practice: Inside opti SMART TECH
Why now: What made 2027 the right moment for a dedicated wearables and tech area? Was there a specific shift in the market that triggered this decision?
Smart Eyewear has moved from discussing possibilities to practical questions. Technology companies, eyewear brands and optical professionals now ask: how does it reach the market and people’s faces?
That is why 2027 is the right moment for opti SMART TECH.
Smart glasses, Wearables, Hearables and Connected Technology are evolving rapidly, but technology alone doesn’t create a market. Products need explanation, demonstration, fitting and often prescription integration, alongside viable distribution and trusted partners. They must also look good: people need to want to wear them.
opti connects technology companies with optical and hearing care professionals to turn innovation into practical applications and potential business. It also connects different technologies with one another – and technology with eyewear design.
Inside the area: Can you take us inside opti SMART TECH? What kinds of companies and formats will be part of it, and what will visitors be able to experience and try for themselves?
Above all, we want opti SMART TECH to bring the right people together: technology companies, optical and hearing care professionals, distributors and potential partners. Not just ‘What can this do?’, but ‘Where could we take it together?’
With Smart Eyewear, Wearables, Hearables, Connected Technology and digital solutions for optics and hearing care, we ask: where can they help, how would they work in practice, and who could we work with? Lifestyle is one part; smart lenses in low vision could also improve quality of life. Where products are available to try, visitors can experience them and meet their developers.
Guided tours and speed dating help start conversations and build lasting connections. At the SMART TECH HUB, talks and panels explore technology trends and practical questions such as data protection. Visitors can find the formats and programme on the opti SMART TECH website.
The independent practice in the conversation: Smart eyewear is arriving through many channels, including consumer electronics retailers. How can an independent practice position itself in this conversation, and where does its expertise in prescription lenses, fitting, and after-sales service set it apart?
Independents’ advantage is not simply selling technology, but understanding the person wearing it.
More functionality makes expertise increasingly valuable: assessing visual requirements, integrating prescriptions, fitting and adjusting eyewear, explaining unfamiliar technology and providing after-sales service.
Consumer electronics retailers have their strengths; independent opticians offer proximity, expertise and lasting customer relationships. Those matter particularly when a new product category needs explanation and trust.
Rather than asking whether opticians can compete with consumer electronics, I would ask what only they can contribute to making Smart Eyewear genuinely useful. Lifestyle is one part; quality of life is another. In low vision, smart lenses could make previously unreachable things possible. Optical expertise can make a very personal difference.
What opti Offers Canadian Practices & Brands
Canadians at opti today: How many Canadian visitors and exhibitors usually attend opti? What’s the feedback you’re hearing from Canadian visitors?
I see plenty of scope to build connections with Canada and the wider Americas. I don’t have confirmed Canadian visitor and exhibitor numbers to hand, and I’d rather not speak for Canadian visitors without their feedback in front of me. What I can say is what we want to offer them: a chance to look beyond familiar suppliers and see their practice from a European perspective. Which brands offer something different? Which technologies are worth exploring? Who could become a partner? Those questions matter whether it is your first visit or a return trip.
If you travel that far, it has to be worthwhile. We want visitors to take home more than a product list: a European view of design, independent eyewear, lenses, technology, hearing care and new business models. And, just as importantly, professional relationships they can continue to develop well beyond the show.
What’s different from home: How does opti differ from North American shows such as Vision Expo? What do international visitors say surprised them most?
I wouldn’t rank the shows; they serve different markets. What we offer is a European perspective and a direct connection to the German-speaking market.
In four compact halls, visitors find international eyewear and independent design alongside lenses, contact lenses, diagnostics, equipment, hearing care, Smart Eyewear and new technologies.
For Canadians, it is a chance to find brands and ideas they may see less of at home, experience the breadth of European expertise and meet the people behind the products.
You might come looking for frames and leave with an idea for hearing care, a technology partner or a fresh approach to your practice. The surprise isn’t necessarily a spectacular product; it may be a business opportunity you hadn’t considered.
And then there is the community itself: close-knit, yet open to the world and to new faces. You may arrive from Canada knowing very few people, but we want you to leave feeling part of it – with a few more names in your phone and people already asking, ‘Same time next year?’
Canadian suppliers and brands: For Canadian distributors, manufacturers, and lens or frame suppliers, what does opti offer, whether as exhibitors or in finding European partner brands and technologies?
For a Canadian company, I see opti both as a shop window and a listening post.
Exhibiting reaches professional buyers, independent practices, distributors and decision-makers in Germany and other European markets. It also reveals what practices need, which technologies are gaining traction, where distribution partnerships make sense and which brands or solutions could complement a Canadian portfolio.
opti SMART TECH illustrates this: beyond showcasing technology, it connects companies with potential customers, distributors, pilot partners and strategic partners.
It works both ways: bringing Canadian innovation into Europe and European ideas, technologies and partnerships back to Canada.
The closing question: Which kind of Canadian eyecare professional will get the most out of opti 2027? For a Canadian visitor with three days in Munich, how would you suggest planning the visit across halls, special areas, and conference content, and what is the one thing they shouldn’t miss?
I’d say opti is for Canadian professionals thinking beyond their next purchase and asking: where do I want to take my business?
I’d book supplier meetings first, then leave time across all four halls for independent eyewear, opti NEW SELECTION, opti VISIONARY, opti SPHEARE and opti SMART TECH. Selin Olmsted’s Eyewear Trend Tours are worth considering; younger professionals should look at the opti NEXT GEN tour and speed dating. With two NEXT GEN and three SMART TECH Speed Dating opportunities, these can fit around meetings. For a closer look at technology, I’d suggest guided tours and SMART TECH HUB talks and panels. Programme details are on the opti website.
My one recommendation? Leave room for the unexpected. Coming from Canada, your most valuable discovery might not be on your list.
And make time for the opti PARTY – and for Munich itself. Bring an appetite for Bavarian food, enjoy a local beer and let good company take care of the rest. There is room for all of that on a business trip. An early appointment the next morning? Perhaps less so.
Read Related News:
