Mido 2006: the trade fair business becomes more international

The International Optics, Optometry and Ophthalmology Exhibition, slated for 5-8 May next year in Milan, looks set to be reconfirmed as the major event for the eyewear industry.

The organizing staff is already working to repeat the good results achieved in 2005 when the exhibition returned to being a traditional 4-day event, posted a boom in overseas visitors, and consolidated its Italian attendance figures, with a total of 40,000 visitors (+5.8% versus 2004). Added to this, the exhibition set a new record with 132,000 gross sq. m. versus 130,000 sq. m. in the previous year, to accommodate the 1,222 exhibitors from all corners of the world.

The keyword of Mido has always been 'international'. Over the years, the facts have proved that this is true. A meeting place for more than 1,200 exhibitors from 125 countries, over the years Mido has managed to attract growing numbers of companies from across the globe, creating a very international showcase that buyers and the trade find particularly interesting because of its creative stimuli and full range of offerings. Last year, more than 60% of the exhibiting companies were from overseas, while overseas attendees rose by 6.6%. Particularly noteworthy is the exhibition's huge appeal among US visitors, who totaled 2,908, up by 12.6% over 2004.

However, in order to grasp a full understanding of this positive trend, we should ask ourselves what we can find at Mido and what its positive effects are. According to exhibitors, the Italian exhibition is able to generate significant commercial incentives, both in terms of new contacts, as well as the business deals that are made at the exhibition. A wide range of offerings and a very international reach therefore guarantee companies positive spinoffs on investments. Added to this is the exhibition's inborn propensity to astonish, giving rise to targeted initiatives each year that are aimed at lending more visibility and prominence to products ready for market launch.

Two traditional spaces have been reconfirmed at Mido 2006: Mido Trend and Mido Tech, dedicated respectively to the most innovative and unusual trends in terms of design and styles, as well as the cutting-edge technologies offered by the industry (from machinery to ophthalmic lenses).

Preparations are already underway on the Mido Education courses, now being held for the third time, and a unique opportunity for opticians around the world to combine their visit to Mido with very high level educational seminars: ECM accredited training courses (which can be deducted for tax purposes as professional training costs), many of which are staged in team with the VCA and therefore are also in English, and held by national and international experts. In 2005, this initiative was very popular among the trade (opticians and optometrists) and posted a record number of participants (671, 67% more than in 2004).

The 2006 International Exhibition is now at the starting post with the same enthusiasm and has reconfirmed important 'appointments' with the areas inaugurated in the past. These areas are one of the exclusive features of the exhibition and the result of a careful marketing strategy aimed at offering exhibiting companies more and more (as well as new and innovative) spaces for greater exposure.

Back by popular demand is the area dedicated to 'junior' eyewear, Mido Kids with all the latest news in frames for sunglasses and prescription eyewear, special lenses, and modern and brightly colored cases for the younger crowd. In fact, the market for children's eyewear is attracting more and more attention. In the same way, Mido Sport, dedicated to sports frames and lenses, is a quality response to the growing number of sports and the search for next generation ad hoc products. Other unmissable appointments include communications about Mido: real-time updates will be available at EyesWay with a special section on Mido 2006. All the latest information about the exhibition is just a click away.

In 2006, there will be a stronger focus on the Mido 'anti-counterfeiting' service, a very useful tool in the fight against imitations. Set up directly at the exhibition, it is a precious support by safeguarding exhibitors throughout the event.

The 36th exhibition is seven months away at the traditional Fiera Milano pavilions (renamed FieraMilanocity) in downtown Milan. Another appointment packed with events for an exhibition that is always dynamic and young at heart.