Mido Fashion District debut
Eyewear, whether sunglasses or vision wear, is also a fashion accessory, a unique, timeless object.
With a history of more than 40 years, Mido is the place where the finest examples, in terms of style and glamour, are waiting to be discovered. Manufacturers choose to present their collections exclusively at this exhibition – symbols of the most stylish trends of the moment.
To facilitate visitors in the discovery of the collections and new trends at Mido 2011, the exhibit layout has been redesigned and divided into specific thematic areas. Frames can be found in three different locations. In addition to Mido Design Lab and the Asian Pavilion, Mido Fashion District (Pav.13/15) makes its debut as an exclusive space where the top names in eyewear, the leading manufacturers from around the world, will show off the cream of their brands and their product lines, the yield of
concerted Research and Development. Visitors will find themselves transported by the harmony, elegance, originality, and inspiration – including flashbacks to the past and leaps into the future – of the finest these established designer lines and promising newcomers have to offer.
The setting itself is a custom-designed environment created by architect Francesco Pagliariccio – young scenographer and established designer, as well as consultant to the National Chamber of Italian Fashion, and professor at the Carrara Academy of Fine Arts – who adopted the circle, a shape that calls to mind spectacles and lenses, as the leit motif of the entire layout, just waiting to be discovered. Artistic pathways are the common thread that winds its way among the many styles and trends,
accompanying visitors inside the pavilion, where even the acoustic perceptions are an essential element… Fashion and eyewear are interwoven in this space where frames are the star players in an all-new experience and not-to-be-missed rendez-vous! This is the Mido Fashion District, in Pavilions 13 and 15 of the Fieramilano Rho-Pero Complex in Milan – undisputed hotbed of fashion
