London Loves Eyewear. The 10th edition of 100% Optical, the UK’s leading trade fair for the eyewear industry, took place at the Excel exhibition space in London from February 24 to 26. Over 11,000 British and international visitors met with more than 250 exhibitors from various sectors, including frames, instrumentation, lenses, and contact lenses. ZedComm’s team supported communication activities and organized meetings with the trade press for participating clients, including Blackfin, Nirvan Javan, OTTIMI-Ottica Made in Italy, and Safilens. No changes were made to the original content. The exhibition was well-received by exhibitors, who appreciated the relaxed atmosphere and reported positive feedback. It really has to be said: London Loves Eeyewear.