New chapter, new stage: the Hall of Frames 2026 returns to Zurich

The new location is emblematic of the further development of the event. More modern, more urban and closer to one of Switzerland's most important economic centers. At the same time, the Hall of Frames remains true to its DNA: personal, curated and deliberately different from traditional large-scale trade fairs.

With Zurich Oerlikon, the trade fair is also gaining additional reach. The new location boasts contemporary architecture, good accessibility and a large catchment area in the heart of the dynamic greater Zurich area.

«The Hall of Frames thrives on movement. The new location brings fresh energy and creates space for new ideas without losing the familiar character of the trade fair,» says Nathanaël Wenger, co-organizer of the Hall of Frames.

Personal instead of anonymous

The industry is in a state of flux. Between growing pressure from chain stores, digitalization and changing customer needs, many independent specialist stores are looking for orientation, inspiration and clear positioning. This is exactly where the Hall of Frames comes in.

The trade fair brings together independent opticians, international brands, designers and industry experts. Not in anonymous exhibition halls with endless rows of stands, but in an informal atmosphere that facilitates encounters and promotes genuine exchange.

It is precisely this curated approach that has made the Hall of Frames so special for years. Quality is deliberately prioritized over quantity. Visitors discover selected collections, exciting newcomers and established international brands in a place that combines inspiration and an overview.

It is already clear that the industry attaches great importance to the event. The majority of exhibitor tables have already been booked.

Partnerships that work

The Hall of Frames 2026 is supported by various partner companies from the industry. Nikon and Reize Optik AG are once again involved as the main partners this year. The partner companies Beck Optikhandel and Studio Arenas are also taking part again.

Trends and new impulses

Exciting developments are also on the horizon for 2026. Eyewear is increasingly becoming an expression of personality and style. Bold and strong shapes, independent designs and high-quality materials are becoming increasingly important. At the same time, the demand for timeless and minimalist frames will remain. The Hall of Frames makes these trends visible and offers specialist stores the opportunity to gain new impetus for their range and positioning at an early stage.

More than a classic trade fair

The Hall of Frames 2026 doesn't just want to get bigger. It wants to remain relevant. As a platform for independent ophthalmic optics, for personal encounters and people who actively shape the industry.

The current line-up (as of the end of May 2026):

Andy Wolf - Annu - Binoche - Caroline Abram - Centrostyle - Coblens - Colibris Eyewear - Didier Voirol Eyewear - Dilem - Eeinstoffen - Ekkiu - Eleven Paris - Evil Eye - Flair - Gloryfy - Headrix - Ic! Berlin - Kind Sigma - Little Paul&Joe - McSwissEyewear - Medart - Morel - Neubau - Nirvan Javan - Ørgreen - Oxibis - Paul&Joe - Serengeti - Silhouette - Silhouette Atelier Next - Talla - Tom Ford - Wollenweber Hornlinie - You Mawo - Zegna

Source: www.hallofframes.ch