ic! berlin | the 30th anniversary campaign

Thirty years ago, building a global eyewear brand out of a tiny apartment in a newly reunified Berlin required a healthy dose of defiance. Fast forward to 2026, and ic! berlin celebrates three decades of rewriting the rules of industrial design. The company built its reputation on a clever piece of engineering. By ditching tiny screws that inevitably come loose or snap, they created frames from cold-rolled stainless steel that simply pop apart under pressure and click back together. This mechanism, born in the heart of the German capital, turned the brand into a favourite for those who appreciate functional longevity without sacrificing style. “For 30 years, ic! berlin has stood for uncompromising design, engineering and innovative premium eyewear made in Berlin. This anniversary honours our proud heritage and sets the stage for a new chapter of global growth, brand storytelling and modern, technical eyewear,” says Davide Lunghi, General Manager at ic! berlin. To mark this milestone, the brand launched the ‘I See Berlin’ campaign to capture the uncompromising soul of the city that shaped its identity. Photographer Tarek Mawad and digital artist Leif Podhajsky teamed up to highlight a roster of local legends who reflect the experimental spirit... Read more » The post ic! berlin | the 30th anniversary campaign appeared first on Schön! Magazine.