The never ending wonder is back!

Everything is ready to amaze the entire industry. The words of MIDO Vice President Giovanni Vitaloni.

Last year MIDO broke all attendance records: what allowed you to achieve this result?
Last year’s success consolidated our role as world leader of the sector and confirmed MIDO as the preferred meeting place for doing business, creating business contacts and launching the latest trends. The results are due to various factors: at MIDO the entire industry can find new products – an ever-increasing number of companies choose our stage for the debut of their new collections, the worldwide launch of international agreements, new lens instruments, machinery, contact lenses…, – entrepreneurs who decide to debut in Milan, and a decidedly comprehensive offer of companies in the supply chain and their products.

What changes have been made to the exhibition layout?
Undoubtedly, the main change is MORE!, the area dedicated to the presentation of trends, a place where you’ll meet creativity, design and innovation. MORE!, which will include Lab Academy, was created as a Design Lab satellite and is a laboratory of ideas where space will be given also to other forms of artistic expression like music and other performing arts. Here, bold designers will display the most innovative “artefacts for the eyes”. All the other theme areas have been confirmed: in addition to Design Lab, the Fashion District, the area dedicated to lenses, the Fair East Pavilion, Tech and Otticlub.

For the industry MIDO is also synonymous with training and culture. What’s new this year?
We have a particularly rich program. The jewel in the crown is the third update of the Optical Monitor by GFK on behalf of MIDO and Silmo. Included for the first time are 4 new European countries and a very interesting survey on new consumer patterns carried out by Francesco Morace’s FutureConceptLab. An appointment that absolutely must not be missed, a great opportunity for in-depth information for everyone at MIDO: companies and sector operators.

Will Bestand and Bestore be back?
Yes, of course. Both initiatives are popular. As far as Bestore is concerned, the stores involved have very high profiles and our jury will have a hard time deciding!

What social media will be included?
The Facebook, Twitter, YouTube and Pinterest profiles have been active for many years. This year we have profiles also on Google+, LinkedIn, Instagram and Flickr. For following all MIDO’s new developments and events online we have created two hashtags: #NeverEndingWonder and #MIDO2016. We also set up a new MIDO app so that you can have your admission ticket, exhibitor catalogue and map of the exhibition with you at all times. It is a tool that can also be personalized to receive the latest news from the eyewear world, updates from MIDO social media and information about events on the fashion scene throughout the year.

What do you predict for this edition?
I believe that Never Ending Wonder will amaze us again this year.


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