Published through 2026-11-03 09:41 UTC · Automated cloud publishing.
ic! berlin launches 'From 0.05 mm to 300 km/h' campaign and first retail pop-up
Understand the event
German eyewear brand ic! berlin, owned by MARCOLIN, has advanced its partnership with the Audi Revolut F1 Team through two key initiatives in October 2026. Following the initial partnership announcement in February, the brand launched its first official campaign titled “From 0.05 mm to 300 km/h” on October 13, as reported by 20/20 Magazine. This campaign established a visual identity linking precision eyewear engineering with Formula 1 performance. Subsequently, on October 23, Vision Monday reported that ic! berlin announced its first-ever retail pop-up at the Fairmont Austin during the Austin Race Weekend, scheduled for October 23–25, 2026. Optical Prism later confirmed this activation on October 24, describing it as a motorsport-inspired retail experience marking the company's first physical pop-up location. These events represent a strategic shift from digital marketing efforts to direct consumer engagement within the motorsport ecosystem. The chronological progression highlights the brand's integration into Audi Revolut F1 Team activities, moving from strategic alignment to public-facing promotional campaigns and experiential retail events. No conflicting reports regarding the timing or nature of these specific activations have been noted in the provided sources.
AI-generated from reporting · updated 10 days ago
Developments
- 10-23 12:18 · 2 reportsic! berlin announces first retail pop-up at Austin Race WeekVision Monday — Business：ic! berlin Announces First Retail Pop-Up in Austin During F1 Race Weekend
- 10-13 22:56 · 1 reportsic! berlin launches campaign with Audi Revolut F1 Team20/20 Magazine：ic! berlin Launches First Campaign as Official Eyewear Partner of Audi Revolut F1 Team
Reporting timeline
Follow the reporting for different perspectives.
- Optical Prismic! berlin Announces First-Ever Retail Pop-Up in Austin for Race Weekend
Eyewear brand ic! berlin has announced a motorsport-inspired retail pop-up experience scheduled to coincide with the Austin race weekend. This event marks the company's first-ever physical retail pop-up location. The initiative aims to provide an immersive eyewear experience linked to the racing context in Austin, Texas. Specific details regarding exact dates, product availability, or operational hours were not provided in the source material.
- Vision Monday — Businessic! berlin Announces First Retail Pop-Up in Austin During F1 Race Weekend
Marcolin-owned German eyewear brand ic! berlin announced its first-ever retail pop-up at the Fairmont Austin during Austin Race Weekend, October 23–25, 2026. The event celebrates the brand’s partnership with the Audi Revolut F1 Team and highlights a campaign featuring drivers Nico Hulkenberg and Gabriel Bortoleto wearing Ryan and Gabriel styles. Presented in partnership with Visionworks and Ideal Eye Team, the pop-up offers visitors a chance to shop a curated selection of sunglasses and optical frames from 8:00 a.m. to 8:00 p.m. on October 23 and 24. The collection showcases ic! berlin’s signature screwless hinge mechanism, lightweight construction, and advanced materials, aligning with the technical precision shared by the brand and its motorsport partner.
- 20/20 Magazineic! berlin Launches First Campaign as Official Eyewear Partner of Audi Revolut F1 Team
German eyewear brand ic! berlin, owned by MARCOLIN, has launched its first campaign since announcing its partnership with the Audi Revolut F1 Team in February. Titled “From 0.05 mm to 300 km/h,” the initiative establishes ic! berlin as the team’s official eyewear partner. The campaign features drivers Nico Hulkenberg and Gabriel Bortoleto wearing customized frames, photographed by Rupert Tapper under creative direction by Leif Podhajsky. Visuals emphasize motion blur to reflect acceleration and precision, drawing parallels between the brand’s ultra-light, screwless-hinge frames and the Audi R26 race car’s aerodynamics. This launch coincides with ic! berlin’s 30th anniversary, highlighting its engineering heritage while aligning product design values with motorsport performance metrics.