From 3 to 5 February 2024 in Milan

Countdown to the MIDO

MIDO will soon be opening its doors again for the 52nd time. Experts from all over the world will meet in Milan from 3 to 5 February 2024 to present the latest eyewear trends, businesses and innovations. Around 1,200 exhibitors from all over the world will occupy 7 pavilions at Fiera Milano Rho, one more than last year.

MIDO-Hallen Eingang
On the way to the MIDO halls (Image: MIDO)

Italy, Germany, France, the UK, Spain, the USA, Japan, Hong Kong and South Korea are just some of the almost 45 countries represented by exhibitors in the 8 exhibition areas, according to MIDO: Fashion District (the hallowed halls of big names), MIDO Tech (the largest international exhibition area focusing on machinery, raw materials and components), Lenses (featuring eyewear lenses), Design (the realm of visionaries) and Design Tech (at the intersection of design and technological innovation), Academy (incubator for creativity and invention), Start-up (reserved for smaller, emerging companies) and FAiR East (with Asian exhibitors finally representing the entrepreneurial world of the Far East again after two years).


“We have a great responsibility, which we take on with enthusiasm every year: We are a barometer for the global development of the eyewear industry,” said MIDO President Giovanni Vitaloni. “Every year we attract high-calibre buyers, distributors and professionals from all over the world to Milan, also thanks to the valuable partnership with the ITA (Italian Trade Agency). Visitors from more than 130 countries will be flocking to the Fiera Milano Rho pavilions over the three days of the fair to do business, make connections and discuss the future of the industry – all elements that will make a significant and, we hope, positive contribution to the development of the optics and eyewear industry over the course of the year.”

Further training at the MIDO

The MIDO is also a place for further education, encounters and exchange, offering workshops, seminars and conferences on a wide range of topics, from the profession of optician to creativity and trends, marketing and digitalisation through to sustainability and innovation.

New this year are the MIDO MIDday Talks: every day at 12 noon, sociologist Francesco Morace from the Future Concept Lab will discuss beauty, design and passion with international guests such as beauty expert and author Diego Dalla Palma, architects Mara Servetto and Ico Migliore and chef and maître chocolatier Ernst Knam. The MIDday Talks do not end with the end of the event, but will continue until the end of 2024.

MIDO 2024 Campaign Bianco
MIDO 2024 campaign (Image: MIDO)

Another new feature at MIDO 2024 is the Market Insight area: in addition to the trends with journalist Alessandra Albarello and Pantone’s VP Global Sales & Marketing, Francesco Tomasello, on Saturday 3 February at 2 p.m., the study “Purchase Drivers for Sunglasses and prescription glasses and the Role of Made in: Italy, France, Spain, Germany, UK, USA and China by Yoodata. The event will take place on Sunday 4 February at 11 am.

Not to be forgotten is the cycle of MIDO’s “How to?” sessions, designed for the more practical and everyday activities of opticians’ centres, which will once again feature new topics this year: communication and digital marketing will be discussed with Silvia Butta Calice, Founder and CEO of Orbita Milano, fashion and trends with fashion journalist and essayist Antonio Mancinelli and storytelling with writer Paolo Ferrarini.

Promotion and prizes

Other events at MIDO include the presentation of the first results of the Empowering Optical Women Leadership programme, launched in partnership with ANFAO and the Bellisario Foundation, on Saturday 3 February at 10.30am, while on Sunday 4 February at 14.00 the CSE – Certified Sustainable Eyewear – product certification programme, launched by ANFAO in partnership with Certottica, will be presented to encourage sustainable change throughout the industry.

All events will take place in the Otticlub area, which from this year will be located in Pavilion 1. The full programme of events will be available shortly on the official MIDO website.

MIDO exhibitors and visitors will also be actively involved in the awards ceremony. The winners will be announced on Sunday 4 February at 3 pm in the Otticlub area for the following categories: “BeStore Design” and Innovation, six awards in as many categories in the “Certified Sustainable Eyewear (CSE)” award for sustainability in the manufacture of eyewear, frames and cases, and the “Stand Up For Green” award for the stand with the lowest environmental impact.

In addition to its presence at the trade fair, MIDO is also represented online with the Digital Edition (already available for exhibitors, for visitors from 25 January) and on all major social platforms. The website also offers reserved areas for visitors, exhibitors, press and digital communicators.


Source: MIDO


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