MIDO is ready to amaze again
The Wonder is back and confirms its growth trend with 127 new exhibitors.MIDO is revving its engines and, following the past two years’ successes and record numbers of exhibitors and visitors, the figures for this edition have also grown: an exhibition area increased by 1500 square meters, 127 new companies from all over the world, including some of the top brands in the sports eyewear world, and the MORE! area has been doubled. The latter, inaugurated in 2016, will have two entrances: like last year, the tunnel from pavilion 4, and the direct entrance from Corso Italia.Set up within the area is The Glasses Hype, Advertising & Eyewear: from medical device to icon, an exhibition that tells the story of eyewear and lenses through advertising from the early 1900s to the present day. The official presentation of the exhibition will be take place at 11 a.m. on Saturday, February 25 at the Otticlub (see the following page for all the details).The theme areas that were a feature of the last edition of MIDO will be returning: Fashion District, with a large and very lively piazza hosting the world’s best players and small and medium-sized enterprises inspired by the world of fashion; Design Lab, the indisputable kingdom of the most visionary creatives who give free rein to experimenting and being “daring”; Lab Academy for young start-ups; Lenses, for the leaders of the sector; Tech, the biggest exhibition area in the world devoted to machinery, raw materials and components, and the FAiR East Pavilion, the exclusive area for the most important Asian groups. The latter will be animated by eyewear fashion shows organized by the exhibiting companies and the Asian Gourmet Restaurant specializing in delicacies from the Far East.There will also be the prestigious BESTORE and BESTAND AWARDS for originality, innovation and creativity. Detailed information about these two famous awards are on the following page.Again this year MIDO will include Otticlub, a popular and dynamic locale that will host personalities and reports on the sector, seminars, conventions, courses and educational meetings. The most significant appointments include one at 11 a.m. on Sunday, February 26: the presentation of the results of the Optical Monitor 5th Wave research carried out by GfK, which this year focused on consumer buying behavior in four new countries (USA, China, Japan and Russia), and another research carried out by Francesco Morace’s Future Concept Lab on world trends, with focus on China and the west coast of the United States, and incursions into the Old Continent. The complete list of the three days is published on page 4 of this issue. The Otticlub will also host the exhibition, Luce, Occhio, Visione (Light, Eyes, Vision), the presentation of works by students of the Accademia di Brera and the Royal Academy of Liege.Fringe initiatives have also established MIDO not only as a place for doing business, but also one that produces contents and a stimulating environment where sector operators can share experiences and see their work and passion with different eyes. The appointment is from February 25 through 27 at Rho Fiera. Live the Wonder!
