Countdown to the 52nd Mido

In less than two weeks (3-5 February), the 52nd Mido will open its doors at Fiera Milano Rho for a preview of the latest in eyewear trends, business and innovations.

The Milan-based show will host around 1,200 exhibitors from around the world and the show will occupy seven pavilions – one more than last year.

Italy, Germany, France, the UK, Spain, USA, Japan, Hong Kong and South Korea are just some of the nearly 45 countries represented by exhibitors displaying in the eight show areas:

• Fashion District, hallowed halls of the big-name players
• MidoTech, the largest international exhibit area focused on machines, raw materials and components
• Lenses, featuring ophthalmic lenses
• Design, realm of visionaries
• Design Tech, at the crossroads of design and technological innovation
• Academy, incubator of creativity and invention
• Start-up, reserved for smaller emerging businesses
• FAiR East, hosting Asian exhibitors who, after two years, are finally back to represent the entrepreneurial world of the Far East

“We have a huge responsibility, which we enthusiastically embrace every year, that of being a barometer of global eyewear performance,” remarked Mido president, Giovanni Vitaloni.

“Each year, we attract to Milano high-calibre buyers, distributors and trade professionals from around the world, thanks in part to the valuable partnership with ITA [Italian Trade Agency]. Visitors from more than 130 countries will throng the Fiera Milano Rho pavilions during the three days of the show, conducting business, building relationships and discussing the future of the industry, all elements that make a meaningful and, we hope, positive contribution to the performance of the optical and eyewear sectors throughout the year.”

A full cprogramme of workshops, seminars and meetings will also take place on a diverse array of topics, from the optical profession to creativity and trends, marketing to digitisation, to sustainability and innovation.

New this year are the Mido MIDday Talks. Every day at 12 noon, Future Concept Lab sociologist Francesco Morace will discuss beauty, design and passion with internationally renowned guests such as beauty expert and writer Diego Dalla Palma, architects Mara Servetto and Ico Migliore, and chef and maître chocolatier, Ernst Knam. The MIDday Talks will continue throughout 2024.

Another new feature is the Market Insight section. In addition to trends with journalist Alessandra Albarello and Pantone’s VP global sales and marketing, Francesco Tomasello, on Saturday 3 February at 2pm, there will be a presentation of the research, ‘Purchase drivers for sunglasses and prescription glasses and the role of Made in: Italy, France, Spain, Germany, UK, USA and China’ by Yoodata (Sunday 4 February at 11am).

How to? meetings, designed for the more practical and daily activities of optical practices, will be back again this year with new topics. Communication and digital marketing will be discussed with Silvia Butta Calice, founder and CEO of Orbita Milano, fashion and trends with fashion journalist and essayist, Antonio Mancinelli, and storytelling with writer, Paolo Ferrarini.

Other highlights include the presentation on Saturday 3 February at 10.30am of the first results of the programme in support of female leadership in the eyewear industry – Empowering Optical Women Leadership – brought forward with ANFAO and the Bellisario Foundation, while on Sunday 4 February at 2pm, the product certification programme CSE (Certified Sustainable Eyewear) will be launched, set up by ANFAO in collaboration with Certottica and aimed at encouraging the entire sector towards sustainability.

Mido award winners will be announced on Sunday 4 February at 3pm in the OttiClub area for the following: BeStore Design and Innovation, six CSE Awards for sustainability in the production of eyewear, frames and cases, and the Stand Up For Green award for the stand with the least environmental impact.

The Mido Digital Edition will be open to visitors from tomorrow (25 January), as well as being on all the main social platforms.

Visit www.mido.com

Instagram @mido_exhibition, Facebook @MIDOExhibition, X @MIDOExhibition. #MIDO2024 #Livethewonder