Ic! Berlin Celebrates Three Decades of Innovation with Anniversary Campaign and Capsule Collection
Berlin, March 20, 2026 – Independent eyewear brand Ic! Berlin, renowned for its minimalist frames and screwless hinge technology, is marking its 30th anniversary with a new campaign, “I See Berlin,” and a specially designed capsule collection. The campaign features prominent Berlin cultural figures, including Sven Marquardt, the legendary bouncer at Berghain, Michelin-starred chef Dalad Kambhu, and dancer Youngchan Moon, among others.
The campaign, shot by Tarek Mawad, showcases these personalities wearing pieces from the anniversary collection, such as the Xenon sunglasses. This collection pays homage to three decades of design and engineering excellence, characterized by the brand’s signature cold-rolled stainless-steel frames and innovative screwless hinge system.
From University Project to Global Eyewear Powerhouse
The story of Ic! Berlin began in 1996 when Ralph Anderl, along with friends Philipp Haffmans and Harald Gottschling, developed the screwless hinge while still at university. They applied this invention to stainless-steel eyewear prototypes, which garnered significant attention at a Berlin gallery event, leading to immediate orders and the birth of the brand.
In 2023, Ic! Berlin was acquired by Italian eyewear giant Marcolin, which was subsequently purchased by VSP Vision, Marchon’s parent company, last year. This integration has set the stage for a new chapter of global expansion for the Berlin-based brand.
“For 30 years, Ic! Berlin has stood for uncompromising design, engineering and innovative premium eyewear made in Berlin. This anniversary honors our proud heritage and sets the stage for a new chapter of global growth, brand storytelling and modern, technical eyewear,” stated Davide Lunghi, General Manager of Ic! Berlin, who joined the company in November 2023.
Innovations and Celebrity Endorsements
Over its 30-year history, Ic! Berlin has consistently pushed the boundaries of eyewear design and materials. Notable innovations include the feather-light Silk collection with its second-generation patented screwless hinge, and the use of diverse materials such as buffalo horn, acetate, rubber, 3D printing, and the patented Flexarbon, a seven-layer carbon material derived from aerospace technology.
The brand has also enjoyed significant celebrity appeal, crafting oversized aviators for Prince’s 2015 “HitnRun” album cover. Other A-list fans include Alicia Keys, Madonna, and Brad Pitt.
In-House Production and “Technical Aesthete” Clientele
At its headquarters in Berlin’s Marzahn neighborhood, where the brand relocated a decade ago, Ic! Berlin maintains a vertically integrated production process. Approximately 200,000 pairs of frames are manufactured annually, with each piece undergoing around 50 production steps, from laser cutting to grinding, polishing, and coloring. Each pair is subjected to 15 quality checks throughout the production cycle.
The brand’s distinctive minimal, often sci-fi-inspired aesthetic for both sun and prescription frames, combined with its niche positioning, has cultivated a dedicated cult following. Lunghi describes their target client as a “technical aesthete” – high-net-worth professionals who appreciate minimalist, logo-free designs.
“I think Ic! Berlin is also benefiting from the appeal of independent eyewear on consumers and the vintage, ’90s-inspired trend,” Lunghi added.
“I See Berlin” Campaign and “Digital Adventurers”
The “I See Berlin” anniversary campaign aims to offer a fresh perspective on the brand’s target consumer by highlighting individuals who embody Berlin’s vibrant and raw cultural milieu. Lunghi noted, “There’s a new cohort on the horizon, of the so-called ‘digital adventurers.’ People like Sven [Marquardt] are the embodiment of a new mindset of making the impossible look possible.”
Other talents featured in the campaign include artist Nina Pohl, DJ Nunguja Kisalya, and interdisciplinary architect and artist Thilo Reich. The imagery is complemented by a product-focused digital animation created by Leif Podhajsky.
Anniversary Capsule Collection: A Nod to Heritage
The anniversary collection comprises seven sunglasses, five of which are re-edited versions of archival designs. All frames are crafted from stainless-steel with a chrome color treatment, featuring teal temple tips and photochromic lenses in the same shade that transition from light blue to dark green in sunlight.
Anna Quentin, Head of Design, explained the design philosophy: “We wanted to have something from the past and decided, of course, to go for the chrome color, which is one of the first colors Ic! Berlin has ever had, and it’s just pretty much a polished, naked steel. It’s the essence, where it all started from. We were also very sure that we wanted to have old time bestsellers in there, redesigned in more contemporary versions.” The Oli The 2nd sunglasses are a key piece from this capsule collection.
Global Expansion and Future Outlook
Ic! Berlin’s distribution network has nearly doubled since the Marcolin acquisition in 2023, now reaching 3,200 doors across 125 international markets. Germany, Asia (particularly Thailand and Taiwan), and North America are among the top-performing markets, with Italy also featuring in the top 10.
The brand’s recent focus on Southeast Asia has proven successful, with two flagships in Bangkok (the most recent opened in 2025) and one in Taipei, in addition to its historical Berlin store on Münzstraße, which is slated for renovation in June.
“We’re heavily focusing on China where, since 2025, we’ve stepped on the gas. It’s very underexplored by brands in line with our positioning so we believe there’s an opportunity there. The country’s performance has been growing in the high-double-digit range over the past year and a half,” Lunghi revealed.
In the U.S., Ic! Berlin is targeting key coastal locations, catering to different customer preferences on the East and West Coasts. Lunghi anticipates that the integration with VSP Vision will further fuel the brand’s expansion in the States and did not rule out leveraging the eyewear group’s retail expertise to open an Ic! Berlin flagship in the country.
“In Europe we’re really working on brand awareness and equity, but we also see an opportunity to further test retail waters and offer a more comprehensive vision of the brand,” he added, mentioning ongoing discussions for pop-ups and department store corners in Italy.
While VSP Vision does not disclose financial figures or brand-specific revenues, Lunghi confirmed that 2026 has started positively for Ic! Berlin, with double-digit growth recorded in the first quarter of the year.
Source: https://sg.news.yahoo.com/ic-berlin-marks-30th-anniversary-180414544.html
