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MIDO: New look for 2023

From 4 to 6 February, the optical industry will meet at MIDO 2023, where the industry’s new products in terms of trends, innovation, design, sustainability and creativity will be on display. The look and the motto of the fair in Milan will also be new next year: “The Eyewear State of the Art”. Interested visitors can register now.

Mido 2022 Schlusstag
Between the halls on the closing day of MIDO 2022 in April (Image: MIDO)

“We are working flat out on the 2023 show after the April 2022 edition (the first after the pandemic) exceeded all expectations and attracted 22,000 professionals and 670 exhibiting companies. MIDO continues to be the hub around which relationships between industry professionals from all over the world revolve,” says President Giovanni Vitaloni.


“We are aware that we are in uncertain and problematic times, exacerbated by the international situation. Our challenge is not only to involve the entire eyewear world personally, but also to guide and shape our fair based on the circumstances and changes we have to take into account in order to have an increasingly international, future-oriented perspective. This means being even more attuned to the needs of our exhibitors and visitors, who see MIDO as an opportunity to close sales, boosted by the presence of high-profile international buyers.”

The data confirmed that the Italian eyewear industry was one of the sectors responding most successfully to recent adversity, thanks to its strong international focus. In the first quarter of 2022, exports increased by 32.3% from January to March compared to the same period in 2019, and grew by 35.3% compared to 2021, and ANFAO (Italian Optical Products Manufacturers Association) estimates that exports, production, the domestic market and employment in the sector are expected to continue to grow in the coming months.

Fresh look for MIDO

MIDO 2023 will have a fresh, completely updated look and a new claim that embodies the values that have characterised the fair for more than 50 years: Innovation and tradition, beauty and transformation, international appeal and memorability, wonder and substance.

MIDO 2023 - Look und Claim Motiv 1
MIDO 2023: New look and new motto (Image: MIDO)

The new communication campaign, entitled “Frames”, is in the hands of creative director Max Galli, designer, artist and, as he likes to call himself, “creative explorer”, in collaboration with Mixer Group. “Galli has developed an authentic vision statement with a strong cross-cultural and inclusive approach based on cross-fertilisation and colour, which serves as a unique framework for the product heroes – eyewear and the entire eyewear universe – who gradually become metaphors for style and personality,” the organiser said.

The campaign focuses on four personalities who will be presented every month until 15 December and who will embody the basic principles of the MIDO philosophy: Zeitgeist, Culture, Fashion and Beauty. The new claim “The Eyewear State of the Art” completes the redesign and is intended to underline MIDO’s leadership position.


MIDO 2023 will take place on Saturday, 4 February, and Sunday, 5 February, from 9 a.m. to 7 p.m. and on Monday, 6 February, from 9 a.m. to 6 p.m. at the Milan Exhibition Centre (Strada Statale del Sempione 28 – Rho). Visitors can now register for the upcoming edition of the eyewear fair on the MIDO website.


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