Countdown to Mido 2011
Innovation, research, fashion, design, training and business. In one word -- Mido! Fifteen days, 360 hours, 21,600 minutes and a handful of seconds until the opening of the leading trade fair dedicated to the world of eyewear.
The leading manufacturers in the industry, both domestic and international, meet here where large, medium and small-sized businesses, from Italy and abroad, unveil their new collections, and this is also where the world of technology presents the newest cutting-edge inventions in the sector. A unique setting, with international reach, where fashion buyers meet to seek out the new trends, and where industry professionals – opticians, ophthalmologists, and journalists – are not far behind, if they want to stay up to date on all the latest inventions; and where the manufacturers are the true core focus, with their endlessly new and innovative, experimental, awe-inspiring products. All this – not surprisingly – in a city where design, innovation, and business are the order of the day.
Mido’s 2011 show brings back Mido Design Lab, an area open to the more daring experimenters. There’s also the inauguration of the new Mido Fashion District, which hosts the leading companies in the world of eyewear and, in the lens pavilion, the debut of the Health and Innovation area, where the latest technical innovations dedicated to vision health and prevention can be found. Also back are Mido Tech, the largest exhibit area in the world dedicated to machinery and raw materials; and the anti-counterfeiting service. Another ‘first’ for Mido is the Asian Pavilion that brings together manufacturers from the Far East.
Mido is all this and much, much more. This Milanese trade fair dictates eyewear trends: if you want to be in the know on the latest innovations, make a date with Mido – where young designers and established labels share the stage. A must for trendsetters, fashion reporters, and bloggers, there will be no lack of surprises: witness the return of the fantastic ’80s, with the well-known Nerd Style; the flaunting of textures that range from the animal mood in black, to tone-on-tone workmanship; color is the true favorite - in the most unique variations; but let’s not forget the ‘50s Butterfly look, and Lady Burlesque!
