MIDO’s 48th edition opens

After the leap in attendance numbers at the last MIDO, the world’s leading eyewear show sets a new record in number of exhibitors: 1,305 companies from five continents. MIDO will start tomorrow till February, 26 at Fiera Milano Rho.

The 48th edition of MIDO opens tomorrow, attended by Milan’s Mayor, Giuseppe Sala, who will arrive at noon at the Fashion District Square (Pav. 1). With 1,305 exhibitors, 52,000 net sqm and 7 sold-out pavilions, the event boasts record-setting numbers in terms of attendance and representation of the global eyewear industry.

The Ministry of Economic Development has confirmed its commitment to MIDO, which it sees as a pivotal event in promoting the growth of the country’s economic system. This means 150 top buyers and international journalists (in addition to the tens of thousands of pre-registered visitors) have been invited to come to MIDO. Thanks to the hosted buyers program orchestrated by the Italian Trade Agency (ITA), they will have the opportunity to visit the show and experience the best the industry has to offer. ITA works overseas to promote the internationalization of Italian companies.

Innovation is in the spotlight this year. Specifically, on avant-garde creativity and cutting-edge developments in style, design, technology and manufacturing processes, as well as on eye health and eyecare. Even the installations in the common spaces in the pavilions have undergone innovative changes. The squares, corridors and theme areas – which exhibitors and visitors consistently find both brilliant and spellbinding – were redesigned by a phenomenal creative team with the aim of eliciting even more unforgettable emotions.
“Innovation in the eyewear industry influences products as much as it does as much as it does consumption and consumers – remarked Giovanni Vitaloni, President of MIDO. This explains why MIDO is a not-to-be-missed event for everyone – from the largest groups to the smallest emerging businesses – if they want to be up on the latest innovations the market has to offer. This year we decided to give more prominence to the manufacturers of instruments, machines and components, which play a key role for the entire supply chain. Along with the group stands of the most compelling Asian manufacturers”.

Eye Health Awareness Day, a meeting dedicated to eye health and eyecare, takes place Sunday, February 25th at 2 pm at the Otticlub, in Pavilion 3. This is the first edition of an event that brings together international experts who share an interest in promoting awareness of the importance of eye health. Confirmed participants are: Silvio Paolo Mariotti of the World Health Organization; Giuseppe Ruocco, Secretary General of Italy’s Ministry of Health; and Francesco Bandello of the National Scientific Committee for the Prevention of Blindness.
In the words of Vitaloni, “The meeting was conceived to bring together international influencers in the field of eye health and eyecare with the idea of sharing experiences, programs and good practices, as well as maximizing the efficacy of activities and messages about this topic. We hope to build new cooperative partnerships among industry players, who will have the opportunity to present their experiences before a highly-qualified audience of visitors from around the world. Guests include organizations and associations from Italy, France, the United States and Spain, to name only a few. Lastly, I would like to emphasize that for many years, MIDO has been committed to eyecare through its ongoing support of the Eyecare Commission, a non-profit association that provides, among other activities, free vision screenings across all of Italy”.

Optical-industry studies and research will also be presented at the Otticlub. One, a semi-annual OMO – Optical Monitor survey conducted by GFK, investigated the eyewear purchase and use patterns of consumers in China, Russia, the United States and Japan; another, developed by Francesco Morace of Future Concept Lab, studied the typologies of future consumers and their conceptual and value-based points of reference, with the aim of helping creatives and businesses identify their expectations and desires. This year, Morace’s study focused on innovation – where it develops, the signs to watch out for and where to capture it. The findings of both studies will be presented on Sunday, February 25th at 11 am.

Innovation in the exhibit space also means more space for MORE!. Established just two years ago, this year it completely sold out, underscoring its identity as the place to find innovation and experimentation. Specifically, MORE! will be the home of MIDO TECH, featuring a high-impact setting. Exhibiting here are the companies that make the instruments and machinery used in the optical industry – one of the sectors where technology makes the difference in the development of unique, innovative products. MORE! will also host the Lab Academy, where new designers and start-ups step onto the industry’s international stage. Really, they are two sides of the same entrepreneurial coin – because, if a product is revolutionary, the merit should be shared equally by the talented designer who was able to imagine it and the sophisticated technology that made it possible.

One more innovation this year – BESTORE, the competition that rewards the best optical shops, has doubled its award categories: BESTORE DESIGN considers the stores that set themselves apart for the way in which the layout, materials, design, furnishings and general atmosphere contribute to creating a not-to-be-missed shopping experience; and BESTORE INNOVATION, that takes into consideration all the aspects related to improving customer service, interaction with customers and suppliers, handling of communications, the store’s history and its professional, human and emotional aspects. Winners will be announced on Sunday February 25th at 1.30 pm in the Fashion District Square (Pav. 1).

The Wonder of MIDO will be broadcast live by four MIDO TV crews. Following a detailed schedule, they will capture the faces and opinions of exhibitors, opticians and eyewear devotees over all three days of the show. Fresh content will be immediately available, thanks to a live streaming channel accessible on social media, the MIDO YouTube channel, the official website and, of course, on the MIDO APP, as well as at 3 special areas throughout the show designed to offer visitors a few moments of relaxation, laced with intriguing insights and exciting tidbits of information.

The exhibition’s social media focus is on fire again this year. The show will offer custom content on its official channels, especially on Instagram (@mido_exhibition), posts on Stories and Facebook (@MIDOExhibition), the live broadcasts and live tweets on Twitter (@MIDOExhibition). Hashtags for the 48th edition are #MIDO2018 and #Livethewonder. Followers can also stay up to date on what’s happening at the show through the other official profiles on Pinterest, LinkedIn, YouTube, Flickr and Google+. And, don’t forget to download the customizable MIDO App to receive the latest news coming out of the world of eyewear all year round, as well as useful information during the show.

Let the Wonder Begin!