Marcolin, a worldwide leading group in the eyewear industry, chose augmented reality technology to elevate its training and customer experience activities. The Company has launched an immersive tour project within its Italian factories, through which it will be possible to discover the behind-the-scenes story of the fascinating eyewear manufacturing.


Employee training will rely on the potential of augmented reality technology, following up and developing the Marcolin Manufacturing Academy program: employees will be able to enter the heart of the creative and manufacturing departments wearing a virtual reality headset and learning processes and skills for the creation of cutting-edge objects. The versatility of the tool allows its application from a customer experience perspective: customers and partners from all over the world can now engage in the world of Marcolin without leaving their home. The technology is not based on a virtual reproduction of environments but thanks to all-around environments through video footage, which return a perfectly authentic version of real spaces.


Once worn, the headset offers an immersive experience in the Longarone headquarters where the user can go through all of the production spaces, from the creative process to prototyping, followed by manufacturing steps, and ending with the product distribution. The journey ends with a virtual visit at an optician’s store, where it is possible to admire the final products. This experience is even more engaging thanks to the possibility of interacting with the 3D objects present in each environment, looking at them closely and touching extraordinary pieces from the collections, appreciating the craftsmanship of the design details or production phases, and observing in detail the eyewear manufacturing process.


Each environment offers the ability to experience a special object, making the experience unique and personalized. A live version of the experience will soon be available, where customers and partners can be accompanied by a company representative remotely.


Sabrina Paulon, Group HR Director at Marcolin comments: “At Marcolin we have exploited the potential of digital transformation and technology to improve the training of our employees and their skills, which are the basis of our know-how. From an initial training purpose, it was natural to extend the application of the tool also to the customer experience, with the aim of transferring knowledge about our identity and uniqueness, from the creative process to the phases where craftsmanship and tradition are combined with technological innovation and manufacturing 4.0.”




ABOUT Marcolin is a worldwide leading group in the eyewear industry founded in 1961 in the heart of the Veneto district, Italy. It stands out for the unique ability to combine craftsmanship with advanced technologies through the constant pursuit of excellence and continuous innovation. The portfolio includes house brands (WEB EYEWEAR), as well as more than twenty licensed brands: TOM FORD, Guess, adidas Sport, adidas Originals, Max Mara, Moncler, Zegna, GCDS, MAX&Co., Barton Perreira, Tod’s, Bally, Pucci, BMW, Kenneth Cole, Timberland, GANT, Harley-Davidson, Marciano, Skechers and Candie’s. Through its own direct network and global partners, Marcolin distributes its products in more than 125 countries. At the end of 2022, Marcolin Group counted about 2,000 employees and net sales of €547.4 million.