Midounvolto, all the city wearing eyewear

A project that aims to engage the public, drawing its attention to the world of eyewear Eyewear is for the general public, a fashion accessory to all effects and purposes, a must-have, and an object to be flaunted and loved by stars, bloggers and everyday people. The result is Midounvolto, a project that aims to engage the public, drawing its attention to the world of eyewear.   For the first time during the exhibition days, Mido will officially leave the boundaries of the exhibition complex and land in the very heart of the city. The first stop will be this afternoon: a surprise event to engage and astonish the people of Milan. The absolute star will be eyewear flaunted by beautiful models who will leave from Piazza della Scala, capturing the attention of passers-by and onlookers down Galleria Vittorio Emanuele to Piazza del Duomo where the paparazzi will be out in full force.   The event comes after a communication campaign with teasers on social sites, local promotional activities and guerrilla marketing – bio floor advertising, i.e. biodegradable graffiti on the city sidewalks. Midounvolto also has a mega party planned for all young eyewear maniacs in an exclusive location in the city, an event for all eyewear aficionados. The appointment is on Saturday evening at Superstudio's Artpoint in Via Tortona 27.   Providing the entertainment are DJ Alex Farolfi, La Pina and Diego from Radio Deejay and blogger Silvia Paoli with live twitting from the party. Dress code? Eyewear, of course! Registration at www.midounvolto.it