The Italian Trade Agency is hosting an “Italy on Madison” initiative, organized by the Italian Trade Agency (ITA) with support from the Italian Optical Manufacturers Association (ANFAO), May 12-15 on Madison Avenue in New York City. The event is designed to promote Italian companies and showcase Made-in-Italy products through a series of immersive experiences focused on fashion, design, gastronomy, and craftsmanship.

The eyewear exhibition will transform Madison Avenue into a showcase of 13 different Italian brands and products: Aru, Dario Martini, Giorgio Nannini, Hj Tech, Io Unconventional, L.G.R., Lara D’, Mad In Italy, Original Vintage Sunglasses, Pier Martino, Piero Massaro, Sarno Display, and Vanni.

Organizers said the eyewear activation will emphasize Italian eyewear as a representation of Italian lifestyle and design, while also highlighting the “Urban Beach” trend, which combines performance-driven features with contemporary styling for both urban and leisure settings. The exhibit will also include a digital photo booth and smart mirror technology that allows visitors to virtually try on eyewear styles.

“The United States is [both] a key market [and] a highly demanding stage. Initiatives such as this enable Italian brands not only to showcase their products but to also tell a story grounded in research, craftsmanship, and a distinctive sense of style,” said Davide Degl’Incerti Tocci, Vice President of ANFAO. “This is not just about visibility—it is an opportunity to affirm the cultural value of Italian eyewear, which today more than ever speaks an international language defined by quality, design, and innovation.”

Italy on Madison will also feature product tastings, design experiences, and brand activations throughout the event. Additional information, including the event schedule and reservations for activations, is available here.