Gustavo Schargorodsky, a graduate specialized in Economics and Sociology, is the Director of ADD (Anteojos de Diseño). “We develop brands for the eyewear market. We distribute them in Argentina and Latin America,” he explained on his LinkedIn profile. Schargorodsky has been part of the company since 2005.
Origins of the company
According to ADD’s website, although the company began working with a specific brand in early 2009, a group of professionals had already started the project in the 1990s under a different firm. The first ADD brand was NO-ON, launched when Gustavo was already part of the organization.
Professional foundations
The team highlights their earlier experience at AGLES as fundamental for shaping the company’s foundations. The project strengthened the work of professionals—administrators, salespeople, designers, including Schargorodsky—who have contributed to ADD for more than twenty years.
Customer focus and strategic role
“Our goal is to provide opticians with tools to make their work easier,” ADD says, emphasizing customer-company relationships. As Director, Schargorodsky faces the challenge of building a balanced, two-way interaction where both the client and the organization remain aligned.
ADD’s four core brands
Teresa Calandra Eyewear is one of ADD’s flagship brands, aimed at Latin American women. It offers high-quality, innovative products characterized by elegance and sophistication, featuring subtle acetates, eco-leather, metal details, and various frame styles aligned with Teresa Calandra’s aesthetic.
MDQ Eyewear is another innovative line, inspired by the popular Argentine TV show hosted by the Weinbaum brothers. The brand incorporates beach and outdoor elements, flexible materials, and polarized lenses, and includes a dedicated women’s segment.
MDQ Girls follows the same spirit but targets a female audience, with different colors, shapes, and frame options.
NO-ON, the company’s first brand, stands for “No glasses, no style.” It prioritizes the quality-price relationship, offering accessible models without compromising design.
In 2019, ADD expanded its branding strategy with NO-ON by launching MyWorld, a line aimed at teenagers and children, featuring flexible frames, bright colors, and bold styles.
Creative process and Schargorodsky’s role
Design, projection, and materiality are the three pillars of ADD’s creative process. As the company’s Director, Schargorodsky plays a key role in each stage.
Design marks the conceptual beginning; projection visualizes how that idea translates into production; and materiality covers the tangible outcomes and future developments.
Global development workflow
ADD also presents an innovative international section on its website, outlining the step-by-step development of a brand for clients, chains, optical stores, or distributors. The process includes trend research, initial concepts, brand identity, prototyping, frame dimensions, packaging design, manufacturing, export, and marketing strategy.
Although the website does not detail Schargorodsky’s specific role at each stage, his position as Director and main eyewear developer implies involvement throughout the entire process. He integrates branding, marketing, product design, and cross-functional tasks within the eyewear industry.
