3,2,1,... go!
The 39th Mido with all its new surprises is ready to go! The exhibition dates have changed, for absolutely the first time the show will be held in March, and this places Mido during the 15 days that Milan dedicates to the fashion industry: a list of appointments aimed at offering a more compact fashion agenda, which opens with the Milano vende Moda collections and continues with Milano Moda Donna, Cloudnine, Micam, Mipel, Mifur and, Mido.
Changes and confidence
«We decided to “join forces and forge a common front” with the other Milanese exhibitions to give fashion buyers a close-hand view of the fashion industry and to test all the new offerings from around the world », explained Vittorio Tabacchi, who is the president of Mido. «All this called for a great effort by the exhibitors, and this challenge was enthusiastically welcomed by all the people involved, knowing that this new timing offered a great many opportunities ».
Exhibitor attendance figures are the same as for 2008, while the figures for the exhibition space have fallen. «These figures confirm that Mido is a one-stop shopping point for eyewear companies, which despite the effects of the economic situation, have decided to keep exhibiting », explained Tabacchi.
2009, a challenging year!
The difficult economic situation, falling GNP and consumption levels are making it an uphill climb for all sectors both nationally and internationally: «The year 2009 will be a very challenging one: nobody can come up with a solution on how to overcome this very difficult recessionary downturn, or foresee how long it will take before the economy rebounds », Tabacchi explained. « Our industry has been hit just like everybody else, but to a lesser extent because our product is much more of a “paramedical” device than a fashion item. The comforting news however is that our strengths cannot be undermined by this difficult moment. This is why it is fundamental to tackle this year and the next with our usual determination. Starting with this Mido».
Previews and technology
In 2009, leading manufacturers of frames and sunglasses from around the world will be hosted in Pavilions 9-11-13 e 22. The spotlights will be on lenses in Pavilion 15 with the latest offerings in terms of technology and comfort. This year, Pavilion 22 will be occupied by Mido Tech, an exhibition space featuring only machinery and raw materials with a complete overview of the entire eyewear production chain.
Nothing but design
The finest expression of Mido’s leading-edge spirit is the Mido Design Lab (Pav. 24), which perfectly embodies the spirit of the city that has hosted the exhibition for almost 40 years. This year, the evening of Saturday the 7th, Mido Design Lab will remain open until 10 pm, to extend the hours for meetings in a more relaxed and informal atmosphere. This longer Mido day, which has already been successful tested at other exhibitions, is being offered by Mido for the first time at the request of exhibiting companies, the press and trade people.
The “M ” Factor
“M” as in…Milan, Moda, Marketing, Movement and Mido! Here are the strengths of our “Mostra”, the Italian for exhibition. Starting from our host city, Milan, which is synonymous with companies, business, culture, architecture, design, fashion, all the things that we can also find at Mido. And the new dates strengthen the exhibition’s ties with the fashion system, also expanding its promotional and marketing function. Once again, Mido has proved to be an exhibition “in motion”, that can interpret market needs and satisfy them as well, without being afraid of the changes. «Changing means giving a sign of confidence to companies in the industry », Tabacchi explained.
In&out, the new eyewear trends
Only Mido can offer and absolute worldwide review of new trends in eyewear. “Color” will dominate fashion in 2009: chromatic details and the choice of increasingly more high-tech materials create a perfect mix, contrasts that are ideal for a free-spirit look. Black is an all-time favorite, a symbol of elegance par excellence in eyewear, both for sunglasses and acetate prescription eyewear, for him and for her, ever more fashionable and oversize, for every occasion. The focus is on shapes too: butterfly, a big 50s revival. And, just when Europe is celebrating Futurism, geometric shapes for eyewear that is halfway between being a work of art and fashion are all the rage. Gold and silver are a bright touch of modernity that illuminates any shape: from aviator sunglasses to the mini size, boxy or softer shapes of prescription eyewear.
