The Frame Affair
Win a Trip to MIDO 2026
Independent eyewear thrives on creativity, and The Frame Affair knows how to celebrate it.
As the Santa Monica edition of this independent optical show approaches on October 25–26, 2025, the organizers are raising the stakes with an art contest designed to reward eye care professionals who bring artistry into their practices.
This contest is more than just a giveaway—it’s a recognition of how optical stores are shaping culture through their window displays, store concepts, and artistic storytelling. The grand prize? A trip for two to MIDO 2026 in Milan, plus $3,000 towards discovering a new eyewear collection for your practice. Additional prizes include lunch for your entire office and surprise discounts and credits during the show.
How to join the Independent eyewear art contest
Participation is straightforward. Submit an image or video at TheFrameAffair.comshowcasing how your practice integrates art into its displays. Then, attend The Frame Affair in Santa Monica for at least one day to stay eligible. The winner will be announced live on October 26, 2025, straight from the heart of the show floor.
About The Frame Affair
The Frame Affair
September 13-14, 2025
Santa Monica, CA, USA
Independent eyewear collections take the spotlight on the West Coast this September, as The Frame Affair brings its celebrated boutique tradeshow to Santa Monica. After a successful New York City edition earlier this year, the event expands west with a new chapter designed to celebrate artistry, craftsmanship, and innovation.
Square meters
Exhibitors
Visitors
Where Independent Eyewear Collections Become Art
Inspired by the world of visual art, the eyewear show in santa monica is structured like an exhibition, integrating paintings, photography, and sculpture alongside independent eyewear to emphasize the connection between design and expression. At this independent optical show, attendees will be immersed in the inspirations behind each collection, with a chance to meet the creators in person.
"After an exciting New York City show, The Frame Affair is announcing the launch of its West Coast event in Santa Monica, California.
Curated as an art gallery with paintings, photography, & sculptures, The Frame Affair emphasizes sharing the stories and inspiration behind every creation and its connection with art. The Frame Affair will host 75+ independent eyewear collections from across the globe, with an emphasis on US-based production. These collections range from affordable to luxury, but they all have 1 thing in common - the artistry behind their designs is impeccable."
Why Attend this Independent Optical Show
For independent-minded opticians and optometrists, The Frame Affair Santa Monica offers:
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A curated selection of exclusive independent collections
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Access to show-only vendor promotions and deals
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A chance to connect with the designers shaping the future of eyewear
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Insights from experts on upselling, strategy, and differentiation
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A fresh perspective on combining aesthetic value with business growth
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