LAS VEGAS, Nev. – January 4, 2017 – Safilo Group, the fully integrated Italian eyewear creator and worldwide distributor of quality and trust, and Interaxon, the world leader in consumer brain-sensing technology, today presented SAFILOX, a new eyewear platform designed to infuse the latest brain-sensing and cognitive training technology into lifestyle and iconic eyewear in the Safilo portfolio, which includes brands such as Smith, Carrera and Polaroid. The presentation was made at the 2017 Consumer Electronics Show, being held in Las Vegas, Nevada, January 5-8.
The first product built on the new platform is Smith’s Lowdown Focus Mpowered by Muse. Designed for athletes and outdoor enthusiasts, the new “smart” sunglasses integrate Interaxon’s Muse brain-sensing technology into the popular and stylish Smith Lowdown frames to deliver cognitive training technology via beautifully designed eyewear that wearers can sport every day.
Lowdown Focus Mpowered by Muse’s frames includes brainwave-sensing EEG, EOG and EMG technology as well as other sensors, including a 3-axis accelerometer, a 3-axis gyro, a 3-axis magnetometer, a UV sensor (UVA and UVB), a temperature gauge and a pressure sensor, providing a rich upgrade path for applications via an open SDK. The app developed to work with Lowdown Focus Mpowered by Muse will initially focus on helping users engage in regular cognitive training, with special features to enhance energy management and attention immediately before competition and exercises to reintegrate into daily conditioning.
The brain is central to athletic development and outcomes, not to mention the quality and value of those outcomes. Importantly, performance is a multifactorial process that begins and ends with the human brain. By implementing the Muse technology into Smith glasses, the two companies have advanced a brain-first approach to maintaining brain health and performance.
Interaxon’s Muse brain-sensing technology has been in use for two years in the Muse meditation headband, which is employed by athletes, coaches, clinicians and more than 100 hospitals and universities worldwide. The technology measures brainwave activity during meditation and provides users with feedback and guidance to help them relax and focus.
“Thanks to Safilo’s expertise in renewed iconic design and craftsmanship dating back to 1878, we are in constant pursuit of innovation and have been able to integrate a truly unique technology into inspirationally designed and stylish eyewear,” said Thorsten Brandt, general manager of Safilo’s sports and outdoor lifestyle brands. “With the launch of Lowdown Focus Mpowered by Muse, we’re adding another dimension to how the Smith brand enables athletes around the world. We’ve been providing superior vision and safety through our market-leading goggles and helmets for more than 50 years and are excited to add cognitive training and conditioning to our offering. Active consumers at all levels intuitively understand the importance of finding their focus, yet up until now, there haven’t been a lot of products that help you up your mental game. We believe our collaboration with Interaxon is truly unique and something our customers will love. This is a first in bringing together innovative products that beautifully blend technology, form and style.”
“We’re excited to extend the positive impact of our technology to a broader audience,” said Derek Luke, CEO, Interaxon. “Wearers of Lowdown Focus Mpowered by Muse will be supported to develop a consistent mental training practice, leading to greater levels of performance and focus whether they’re competing, studying, parenting or working. Our collaboration with Safilo has resulted in the first mental performance-enhancing eyewear on the market and the first device users will wear throughout the day, increasing the likelihood they will engage in beneficial exercises more often and consistently.”
Interaxon will be previewing the Smith Lowdown Focus Mpowered by Muse and its associated application at the Venetian, Suite 31-328. CES takes place Jan 5 – 8, 2017 in Las Vegas, Nevada.
The Smith Lowdown Focus Mpowered by Muse sunglasses are expected to be available to consumers in the 3rd Quarter of 2017.
Originating from Sun Valley, Idaho, Smith was founded in 1965 with the invention of the first snow goggle featuring a sealed thermal lens and breathable vent foam. With 50 years of innovation and design experience, Smith is widely known today as an industry leader that pioneers advanced eyewear and helmets that incorporate dynamic technologies, optimized performance and clean styling to fuel fun beyond walls. Smith seeks to power thrilling experiences in snow, surf, bike, fish and peak performance outdoor adventures with a comprehensive collection that exudes modern style and vibrant personality. To Smith, the experience is everything. Smith is part of Safilo Group. Additional information is available at smithoptics.com.
At Interaxon, we develop engaging experiences using brainwave-sensing technology designed to help you free yourself from physical, emotional and mental obstacles so you get more out of every moment. Our mission is to enable you to live a happier, healthier and more connected life with leading brainwave technologies and experiences. Our flagship product is the Muse headband, a sensory headband that is designed to help you meditate by providing you real-time audio and visual feedback on your meditative state through the Muse companion app. More information about Interaxon and the Muse headband is available at http://www.choosemuse.com/.
About Safilo Group:
Safilo Group is the fully integrated Italian eyewear creator and worldwide distributor of quality and trust, leader in the premium sector for sunglasses, optical frames and sports eyewear. Design inspired and brand driven, Safilo translates extraordinary design into excellent products created thanks to superior craftsmanship expertise dating back to 1878. With an extensive wholly owned global distribution network in 39 countries – in North and Latin America, Europe, Middle East and Africa, and Asia Pacific and China – Safilo is committed to quality distribution of its products all around the world. Safilo’s portfolio encompasses Carrera, Polaroid, Smith, Safilo, Oxydo, Dior, Dior Homme, Fendi, Gucci, Banana Republic, Bobbi Brown, BOSS, BOSS Orange, Céline, Elie Saab, Fossil, Givenchy, havaianas, Jack Spade, Jimmy Choo, Juicy Couture, kate spade new york, Liz Claiborne, Marc Jacobs, Max Mara, Max&Co., Pierre Cardin, Saks Fifth Avenue, Swatch, and Tommy Hilfiger.
Listed on the Italian Stock Exchange (ISIN code IT0004604762, Bloomberg SFL.IM, Reuters SFLG.MI), in 2015 Safilo recorded net revenues for Euro 1,279 million.
Burson-Marsteller for Muse