Craving MIDO: a talk with Ital-lenti.

MIDO is back, in person and in complete safety, at the Fiera Milano Rho venue from 30 April to 2 May 2022. The event is set to be a must-do for the whole sector, both in terms of its role as a privileged observatory and as an international point of reference in the worlds of design, fashion, culture and business. MIDO is also a hub that reflects an entire industry, for reflection and rethinking about eyewear in all its aspects and details, a showcase for final users. As the next important edition approaches, we have interviewed some of the key players.

Today we give the floor to Paolo Polzotto, CEO of Ital-lenti.

For over 60 years, you have stood out for your investment in technological research and innovation: could you tell us about the key steps in this established company strategy?

Ital-lenti was set up in 1955 as an Italian company producing rough mineral lenses, and today is one of the most innovative companies in the sector for the design and production of ophthalmic lenses. In 2004, it was the first company in Italy to invest in the Free Form technology, with computerised control of each stage of production using its own software that optimises the creation of customised lenses.

Recent years inevitably brought about changes in how business is done: how have you adapted to the “new era”?

The focus of all our development is certainly “customisation” of products which, with our long experience and strong focus on research, technological innovation and manufacturing automation, today allows us to offer excellent quality products, often anticipating market trends with new hi-tech solutions.

What is your marketing project for 2022?

Communication and education are the key words in our marketing strategy. Social networks and web are ever more important, and so we have developed a project where we can communicate not only with the end user, but also with professionals in the sector: ophthalmic opticians and doctors.

Why have you decided to take part in MIDO 2022?

MIDO has always been an important opportunity to meet customers and commercial partners, to measure up against the rest of the world of optics and, even more importantly this year, finally to see each other in person again after the pandemic.

Will you be offering some exclusive previews?