Mido 2007, the fair of the future
From May 4 through 7, the most eagerly-awaited event at the new exhibition center at Rho-Pero.
Making its debut, Mido Design Lab, an area totally dedicated to product design.
New location, same spirit. Mido has changed its base, but not its character, and confirms that it is future oriented. The 37th International Optics, Optometry and Ophthalmology Fair will be held in the futuristic pavilions at the new Exhibition Center at Rho-Pero, just outside Milan: a new, modern structure where scrupulous attention to detail will fully enhance all exhibition installations. The aim is to confirm its leadership and the change of location can only add to the excellence that has always distinguished the Fair.
'Mido 2007 is even more positively awaited and this new edition will be presented to the public as the fair of the future' stated Mido president Cirillo Marcolin. 'Innovation and internationalization are the dictates for 2007 that have imposed a change of base and the move to the Center at Rho-Pero. The futuristic, modern location will stimulate the promotion of new ideas and the presentation of a packed calendar of events. It is Mido's answer to the requests of sector operators; expectations in terms of stimulus and incentive in this third millennium are not the same as those of the past'.
The new structure has an overall surface area of 530,000 square meters within a total area of two million square meters. A modern and efficient connection system will encourage the flow created by the internationally important events. Good connections with the city are provided by a comprehensive public transport network (the red subway line from Piazza Duomo, in the center of Milan, goes directly to the station inside the Fair). Taxis will also be running 24 hours a day. Spacious and numerous 'intelligent' car parks are also available for those who want to go by car: a total of 14,000 stalls are provided in various buildings, some of which are on more than one level.
Mido will be in pavilions 1-3, 2-4 and 5-7, the first three, one-floor double pavilions at the east gate, where the subway station is also located. The one-floor pavilions with no internal columns will allow exhibitors to create a more functional design for their stands.
The 37th International Optics, Optometry and Ophthalmology Fair also renews its bond with the city that has always hosted it, Milan, the fashion and design capital, and inaugurates Mido Design Lab, a reappraisal of Mido Trend which will be given a different connotation in 2007 to bring it closer to and more in line with the increasingly interesting 'designer' product. Nowadays, design reflects a market segment that is also characterized by the widespread search for shapes-colors-materials-patents, thanks to the greater potential offered by experimentation. Mido therefore carried out a 'design vs fashion' study which resulted in this new area. Entry is not random; it is regulated by a special commission and therefore only those companies that create really innovative and special eyewear will be able to exhibit their products there.
The change of base and all the characteristics of the 'new Mido' are the result of a precise decision and history. They support the gradual evolution of the Fair which, year after year, has become the main player in a scenario of ever-increasing targets and results: from the consolidation of the number of exhibitors to the increase in visitors from numerous countries throughout the world, proof of the Fair's international flavor, to the representation of the entire sector that is unique.
