opti opens the year for optics: 354 exhibitors and around 22,000 trade visitors came in 2026, about 4,500 of them from abroad. On show are spectacle frames, lenses, contact lenses, refraction equipment and shop fittings — exhibits that are small, reflective and have to be true to colour. We photograph your collection on the stand so it fits catalogue and online shop, and film while opticians are trying it on.
All prices plus VAT · delivered within 24 hours · max. 4 exhibitors per show day · See all packages & details
| Dates | Friday 29 to Sunday 31 January 2027 |
|---|---|
| Venue | Messe München, Am Messesee 2, 81829 Munich |
| Frequency | Annual, three days, trade visitors only; Friday and Saturday 10:00–19:00, Sunday 10:00–17:00 |
| Profile | International trade show for optics and design: frames, spectacle lenses, contact lenses, refraction and measuring equipment, shop fittings, software — 2026: 354 exhibitors, 21,972 trade visitors |
| Audience | Around 4,500 visitors from abroad; opticians, buyers from retail chains and optometrists; organised by GHM Gesellschaft für Handwerksmessen |
| Our travel time | About 5 hours by ICE from Essen — travel and overnight stay are stated separately and transparently |
A spectacle frame is a difficult exhibit: thin temples, clear or anti-reflective lenses that still throw back the hall lighting, and acetate in colours that shift under artificial light. We bring a portable set with our own light, modifiers and a neutral background to the stand and photograph frame after frame in the same setup — front, three-quarter, side. Within an hour a whole collection comes out that matches across catalogue, B2B shop and dealer portal.
Colour accuracy is decisive with acetate and titanium finishes, because the optician orders from the picture. We work with a grey card and calibrated colour rendering, so havana stays havana and rose gold does not slide into copper.
A frame sells on a face. We photograph your collection on staff or the models you bring, right on the stand, focused on the eye area with reflections in the lenses under control — the images that end up on Instagram and in the optician's shop window. On video we show what a photo cannot: hinge, spring temple, clip-on, the act of putting them on, as vertical clips of 15 to 30 seconds.
Refraction equipment, centration systems and shop fittings follow a different logic: displays legible, device in use, a consultation between optometrist and customer. We photograph those on the stand too, without flash and without disturbing the process.
Friday and Saturday are the full days and open until 19:00; Sunday closes at 17:00 and is quieter. We recommend a four-hour package on Friday: from 9:00 before opening the collection in the set and stand overviews, from 10:00 conversations, worn shots and a statement from your designer or head of sales.
Sunday suits team portraits and interviews with dealers who have time to spare. First images and the highlight video are ready on the evening of the shoot day — your post goes live while opti is still running.
Portable set with our own light and neutral background — front, three-quarter, side, frame after frame.
Grey card and calibrated rendering — acetate and finishes exactly as the optician orders them.
The collection on a face, focused on the eye area with reflections in the lenses under control.
Stand and presentation before the 10:00 opening, with no visitors in frame.
Refraction, centration and shop concepts in use, displays legible.
Designers, heads of sales and dealers with radio mic, delivered with subtitles.
A post with your stand while the show is still running gets seen and shared. That is why every package includes finished photos and video within 24 hours after the event ends — first images usually the same day. Two revision rounds included.
A sample from our production: the event recap for your website and LinkedIn — below it, native 9:16 footage for Reels, Shorts and Stories, shot in parallel with the main coverage.
Event recap · YOOZ
Event reel · izy
Brand event · YOOZ
Trade fair clip · Vapes Bars
Fixed prices, defined deliverables, predictable turnaround. All prices exclude VAT and include travel within North Rhine-Westphalia.
Add-on: On-stand interview + extended highlight video (approx. 90 sec.) €190
Payment: 50 % deposit on booking by credit card (Stripe link sent with the quote) or bank transfer, 50 % on the show day. No German VAT for non-EU companies; reverse charge for EU companies with VAT ID.
Capacity: maximum 4 exhibitors per show day — please reserve early.
Tell us the date, venue, stand size and what the images are for. You normally get a fixed-price quote within 24 hours, with no hidden line items.
We arrive with our own equipment, work discreetly around your stand, and never interrupt a conversation or a demo. Shot list agreed in advance.
Edited photos and cut video via a private download link — within 24 hours after the event ends.
From €990 plus VAT for two hours of photo and video on site with at least 30 edited images and a 30-second highlight video. Four hours from €1,490, a full show day from €1,990. Travel to Munich and any overnight stay are stated separately and transparently.
Yes. With large, soft light sources, a polarising filter and the right angle the lenses stay clear or show a calm, deliberate highlight. On worn shots we control reflections so the eyes remain visible.
Yes. In the hour before opening we photograph 20 to 30 frames in the same setup, true to colour and against a neutral background. The images match across catalogue and B2B shop.
Friday or Saturday for conversations and worn shots; both days are open until 19:00. Sunday is quieter and closes at 17:00 — good for team portraits and interviews.
Yes. Interviews, briefing and the entire engagement run in English — a large share of our trade fair clients come from outside Germany. Invoices with VAT ID for EU companies, no German VAT for companies outside the EU.
Send us your hall, stand number and how many frames you want to feature. We will propose a time window and a fixed-price quote.
We normally reply within 24 hours. For short-notice bookings during a show week, please call.
