Mido: the most detailed look at the eyewear sector
The Greek peplum, Roman tunic, corset, 17th century crinoline and wigs of the 1700's have all gone out of fashion, but not eyewear. Over the course of the centuries and across the continents this product, spawned by the creative flair of 13th century Venice, has evolved, been updated, revised and modified to land on the noses of stars and everyday people of the 21st century and make a name for itself. A cult accessory that provides a solution to eyesight problems, but that also turns heads and creates a look or expresses a certain mood. In the sunglass version, it is worn to protect from UV rays and to "play" at disguising yourself or show off. Could Cary Grant have escaped from the police in "North by northwest" without his tortoiseshell glasses? Could Lolita have been so alluring in the film without those heart-shaped glasses? Or could Woody Allen have had the same frightened intellectual look without his nerdy glasses? And would Marilyn Monroe have been so seductive in "How to marry a millionaire" hadn't she worn those cat-eye glasses? And would Bill Gates, the Blues Brothers, Mahatma Gandhi, Malcolm x and John Lennon have had such a strong appeal in the collective imaginary if they hadn't flaunted the very pair of glasses that made them unique? Probably not. These days eyewear is one of the many expressions of a world, the eyewear world, that encompasses several sectors: lenses, machinery, components and frames. And Mido occupies a prominent position in this landscape, at the very center of a business activity that involves eyewear companies and trade people worldwide. A one-stop shopping point that can keep up to date and offer – exhibition after exhibition – an exclusive showcase of all the new offerings in the sector. Slated for 11 to 13 March 2012 in Milan, for the 42nd time, it is known to be a must-attend event for companies wanting to promote their own business and – for people from the national and international eyewear community – a unique opportunity to source new products, keep on track and network, get an idea of what's happening, see what's new, interpret the trends, grasp the new moods in eyewear in all its multi-faceted aspects. Mido can offer all this because of the ongoing, active contacts it has established with its main audience, interfacing constantly with opticians and eye specialists to offer them a bespoke service and to ensure that demand meets supply. "International reach", "immediate usability", "focus on new offerings and niche markets", "learning moments" and "dedicated services": this is what the eyewear trade is asking for. And Mido is responding. New dates and a new spatial layout A better layout and new dates: Sunday 11 to Tuesday 13. The decision was made to simplify matters for overseas buyers who prefer to concentrate their visits to the exhibition on week days but who also want to be able to go there during the weekend as well as for opticians from Italy and neighboring countries who visit on Sunday and Monday when optical stores are normally closed in many cities. Last, but no less important is the new floor plan. Exhibition fittings are important for Mido because it thinks they are an added value. So each pavilion has been given its own special look to create a visual tour inside the exhibition and make each area immediately recognizable: leading-edge technologies in materials, lenses and accessories are located in the Mido Tech (pav. 9) pavilion and in the pavilion dedicated to lenses (pav. 22); the latest fashion trends in prescription eyewear and sunglasses are the stars of Mido Fashion District (pav. 13 e 15); frontier testing with shapes, materials and colors comes to life in the now unmissable Mido Design Lab (pav. 24, open until 10 p.m. on Sunday 11Th, March). The Asian Pavilion (pav. 9 e 11) features an overview of product offerings from the Far East. Last on the list: reserved spaces and reception areas, conference and teaching spaces. Mido is a business, marketing and communication opportunity, but also a privileged observation point where visitors can grasp new trends with its worldwide preview of the eyewear trends for 2012. It's at the stands at the Milanese showcase that companies dictate the latest directions in eyewear fashion. Big or small? Round or colored? And in order to have the earliest preview, the trade and fashion press, bloggers and trendsetters, buyers and opticians from across the globe meet at Mido each year. So circle the dates on your agenda! Don't miss out! One-of-a-kind opportunity for communication and business and a must-see for companies as well as an opportunity for opticians and buyers to network and learn
