Berlin, May 26, 2026 – IC! Berlin, the renowned eyewear brand, is commemorating its 30th anniversary with a striking new campaign titled ‘I See Berlin’. The campaign, which celebrates the enduring and free spirit of the German capital, features a diverse cast of Berlin personalities and was creatively post-produced by ONE HUNDRED BERLIN.
Three Decades of Innovation in Eyewear
Founded in 1996, IC! Berlin revolutionized the eyewear market with its radical minimalist approach and functional perfection. The brand’s signature screwless glasses, crafted from cold-rolled stainless steel, eliminated the need for screws, welds, or glue – a simple yet ingenious idea that set a new industry standard.
Despite its global success and exports to over 125 countries, IC! Berlin has remained committed to its roots. The promise of ‘Handcrafted in Berlin’ continues to be a cornerstone of the brand’s identity, with every pair of glasses designed, manufactured, and quality-tested with precision at its Berlin headquarters.
‘I See Berlin’ Campaign Highlights Local Icons
The ‘I See Berlin’ campaign, photographed by Tarek Mawad, brings together a collection of individuals who embody the spirit of the German capital. Among those featured are:
- Sven Marquardt: Photographer and the world-famous doorman of Berlin’s techno club Berghain.
- Thilo Reich: Model, architect, and designer.
- Dalad Kambhu: Thai-American Michelin-starred chef, known for her avant-garde cuisine at Kin Dee restaurant.
- Nina Pohl: Conceptual artist and curator.
- Young Chan Moon: Exceptional dancer.
These personalities reflect the diverse and dynamic cultural landscape that has shaped IC! Berlin over the past three decades.
ONE HUNDRED BERLIN’s Creative Contribution
The creative post-production for the anniversary campaign was expertly handled by ONE HUNDRED BERLIN. Their involvement ensured the visual integrity and artistic execution of the campaign, aligning with the brand’s reputation for high-quality design and innovation.
Exclusive Collection and Future Outlook
To mark this significant milestone, IC! Berlin has launched an exclusive collection that reinterprets iconic classic designs with futuristic touches. This collection underscores the brand’s continuous pursuit of innovation while honoring its heritage.
Under the umbrella of the Marcolin Group and as part of VSP Vision, IC! Berlin continues to position itself as bold, youthful, and innovative, maintaining its standing in the top tier of luxury eyewear manufacturers.
The 30th anniversary celebration not only highlights IC! Berlin’s past achievements but also sets the stage for its future trajectory as a leader in the global eyewear industry, firmly rooted in the creative energy of Berlin.
