The countdown to MIDO has begun

The coolest international eyewear event is making its return to Fiera Milano Rho from Saturday 23 to Monday 25.

Everything is ready for the 2019 edition of MIDO. The fair has once again broken its past records for number of square metres sold and companies taking part, which this year number no less than 1,320. Pavilion 6 and Lab Academy have grown, and now feature around fifty of the international scene’s most innovative eyewear companies.
The premises boast a new look, and a surprise awaits in the FAiR East pavilion, which will be playing host to the major Asian collectives.
All the other exhibition areas from the last edition have been confirmed: the Fashion District, which will be hosting the world’s biggest players as well as small and medium-size businesses inspired by the fashion world in its vast, action-packed plaza; Design Lab and Design Tech, the undisputed realms of the most visionary designers of all; Lenses, for leaders in the lens sector, and More!, which this year will also be featuring Mido Tech, where companies that manufacture instruments and machinery used in the optical industry will be showcasing their wares. And, of course, Lab Academy.
This year, MIDO will be boosting its role as “cultural incubator”, keeping the focus firmly on business whilst adding to its range of collateral services. These have been designed to offer exhibitors and professionals the means and opportunities to analyse the sector itself, international trends and markets. It also gives them the chance to measure themselves against the many issues involving the sector, from product innovation to professional and training-related topics and the subject of health.
The new-entries this year will include a partnership with trend-forecasting and analysis company WGSN which, at the press conferences held on 22 February in Milan and on Sunday 24 February at Otticlub, will be outlining upcoming evolutions in style and lifestyle. Monday will instead see the focus shifting to key global trends in visual merchandising and in-store design for fashion, again at Otticlub.
During the fair, all the results of the 3rd edition of the MIDO Outlook observatory will be presented. This sees the involvement of thousands of Italian and foreign players. It analyses their expectations for the next three years in terms of product trends, market channels etc. It will also see the 9th wave of the Optical Monitor study, carried out in conjunction with GFK and Silmo, offering insight into buying habits in the USA, China, Russia and Japan.

Below are details of the events held at Otticlub.

Saturday 23 February

Little eyes to keep an eye on

Low Vision: pathologies, visual aids and the healthcare fee range

Transitions™: together towards a new era

Cutting costs the right way: the foundations of a supply chain for producing eyewear in China

Launch of the new Shamir AUTOGRAPH INTELLIGENCE progressive lens

The factory of the future

Working on opticians to create brand equity


Sunday 24 February
9th edition of Optical Monitor: eyewear consumers in the USA, China, Japan and Russia

11am -12pm
Accessories and Eyewear Forecast 2020: WGSN will be presenting the latest product and design trends

12pm -1pm
MIDO Outlook 3rd edition: taking the temperature of the eyewear sector

Building a Cert.O future together

Progressive Real Time

Galileo and Nikon, a winning synergy: BBGR Italia is here


Monday 25 February

Eyewear at paediatric age

11am -12pm
Brand Value and Environmental Sustainability: the Eyeglass Case and its role in conveying the Brand’s Image and Values

12pm -1pm
Medical Devices and Personal Protective Equipment: from the Directive to the New Regulations

Visual Merchandising & Store Trends: WGSN will be introducing the world’s key trends in visual merchandising and in-store design for fashion

Visual wellness and handwriting: improving learning at school


Design – bespoke eyewear