Luxurious Simplicity

Tell us something about the brand's legacy.
Everything started 27 years ago. My father, an ophthalmologist, had reached an age where it was necessary for him to wear glasses and he could not find frames that fit him well. He couldn't find a frame that was light enough...or which would not spoil his face.

So, together with a very good friend, Hans Dissing, an architect from Copenhagen, he actually made the first Lindberg frame that was made out of wire, an ordinary steel wire. I had just started working as an architect then--I have studied architecture and design-- when my father approached me... He thought there was an opportunity (in frame manufacturing) and maybe...
with the proper kind of work, we can come out with a product that was different from what was available in the market.
how did titanium come into the scene? Lindberg is one of the pioneers when it comes to making frames with titanium.

Titanium was not a part of the product initially. But when I was trying to figure out about the final design of the product and about the kind of material we will be using, we thought it should be titanium. We were actually the first company to start manufacturing the frame in titanium.
Because, at that time, it was used only in the space industry. But we could see there were a lot of advantages with the material. It was extremely light, extremely strong and extremely flexible.

So we started with this product called AIR Titanium. From the very beginning, it was actually a building system, that means it gives the optician a lot of opportunities to make the proper size, the proper design of the bridge, proper design of the lengths of the temple, and then temple design and so on. And there was also a huge range of colours--that is another advantage of working with titanium.

And finally, and very importantly, titanium is hypoallergenic. That's why you also use it for all the implants.
What are the other specifics? Why should anybody pick Lindberg?

We have followed some rules right from the beginning. Like never use a screw. A screw is something that will always fall out. It is just a matter of time. So we had to find another way to fix the hinges, etc.
And, at the same time, keep it as simple as possible, which was in keeping with the Scandinavian or the Danish design tradition. Don't make it more complicated than necessary.

Since then, we have also used many other materials such as the plastic material called acetate.

Anyway, it was very important for us, first of all, to have a huge collection that will give the optician a lot of possibilities. Secondly, work directly with the optician, thereby removing the distributors. And finally, have a set-up in the company that will make it possible for us to deliver and even customize a frame in just five-six days.

And we are now selling in more than 100 countries...we have so many customers in Europe, we are not adding fresh ones, because we don't want Lindberg to be all over. No, that is not the goal for us, definitely not. And today, 85% of what we are selling are unique pieces.
What makes Scandinavians so good at design?

I think it is a part of life. It's the way of living. Keep it simple, minimalistic and elegant. That's it.
how does one go about choosing a frame?

The most difficult thing in this world is to make something for yourself. It's much easier to make it for other people. But basically, you look at the face, and you talk with the person behind the face.
How is the person? Does he want to actually show who he is? And then look into the eyes and the lines and then the face. And then you decide on the design. And here again we differ from other brands, all our frames will fit everyone, you can customize it to fit a Roman with a long nose and, at the same time, add elements to it so it will fit a woman from Shanghai with a small one.
But there has to be a collaboration with the end-user. It's easier these days to pick up a pair of trousers (smiles). But also, it gives us the opportunity to educate the optician about the possibilities in our system of customization.
how long have you been present in india?

Five years.
how has your experience in the country been?

The experience is that there is a huge market. And there is a market for more expensive frames than I had expected.
and this is your official launch of the Precious Collection here.

Yes. We have a good retailer here who has been selling our Precious Collection, much better than I had expected. He has been doing it for two years. Huge success.
how mature do you think the indian market is?

It is huge. And a very interesting one because they are a little bit more advanced in the way they are using colours.
how do you see this market growing in the future?

There is only one way--up. And it is a very interesting middle market where you will see a lot of different combinations. It could be a Gucci bag and a very cheap T-shirt you know, and that's fun.
What are your future plans for india?

Future plans are to get the right, most advanced opticians who understand the philosophy of what we are doing. It is not the question of going to a mall and finding an optician.
You're my man! No. It is about finding the right salesman and technician in the optician because we are making semi-finished products.
The world economy is slowly headed to another recession, especially Europe. are you also facing the heat there and joining the looking-East club?

No. The funny thing is we are selling more expensive frames than ever. You know, it should be the other way around, but it isn't (smiles). We, in fact, registered a growth in the expensive frames, in numbers.
and which are your strongest markets?

Germany and the US. Hong Kong in Asia. And Japan. We have been in Japan for 20 years. Hong Kong also, we have been there for many years.
In fact, our best customers are from Hong Kong.
how do you differentiate between markets in the West and the East?

I would say it this way. The average price per frame is higher in Asia, including India, compared with the West. The interest in making something unique is bigger over here.
how many frames do you have in your closet?

Actually, not many...hmm, 10.
and how often do you change them?

Every second month or something.
Sometimes during the week also.
Which is your favourite?

At the moment, this one (takes off the black full-rim one he is wearing).
It's made of buffalo horn and is very different.
When was the last time you got one?

Three weeks ago, this one (smiles).