Security preparations are in full swing for MIDO, which will be held at Fiera Milano Rho from 12 to 14 February 2022. Two months before the opening, the concept for the February show has been confirmed and visitors can now register.
Given the packed calendar of events (at the OttiClub and Convention Center), the needs of the exhibition centre have been balanced with essential security protocols to welcome exhibitors and visitors from all over the world.
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The rules for access to the fair for exhibitors, buyers and visitors are the same as those that apply to all public events in Italy: Green badge, social distancing, compulsory use of masks, disinfection of meeting rooms and objects.
This year, MIDO visitors will be able to travel on trains provided by the organisers, which will stop at Rho Fiera in Milan; reservations can be made directly at www.mido.com from mid-January.
Feedback and experience used for a safe fair
The express aim of the organisers of MIDO, which is being held for the first time under the new regulations, is to gather the industry’s players at the fair – a goal that can be achieved by installing all possible security measures and thanks to the cooperation of all the industry’s players.
In recent months, Fiera Milano Rho had held numerous events that successfully filled its pavilions, with remarkable results in terms of visitor numbers. MIDO organisers relied on feedback and experience to identify best practices and make the mid-February show even more user-friendly and secure.
“Our main goal is to protect the health of staff and visitors, and we are doing everything we can because, compared to the past, trade fairs are now possible,” explains MIDO President Giovanni Vitaloni, “even if they require rigorous planning and compliance throughout the event organisation, stand set-up and during the event.”
Sustainability, innovation, future – and above all resilience
Registration for the new on-site event is already open and many exhibitors from different parts of the world would have already reserved their places. The programme includes access to exhibition halls across the supply chain, business opportunities, educational seminars and super events with international guests, as well as the traditional fashion catwalk with VIP performers.
“For the 2022 edition, we have chosen buzzwords such as sustainability, innovation and the future,” adds MIDO president Vitaloni, “but the real concept that unites the entire industry at the show is resilience. After two years of doing business online and cancelling face-to-face events, the industry wants to come back. Of course, at this stage we can’t say the pandemic is over, but our country is responding proactively and we are confident that in a few months we will feel even safer and be able to continue the journey together as an industry in Italy and internationally.”
Upcoming deadlines for MIDO
Nominations are open until 15 January for the Stand Up For Green competition, which will be newly launched by MIDO in 2022: Exhibitors can nominate their stands for the award, which recognises outstanding environmental awareness and sustainability. The winners will be announced on Saturday, 12 February, during the opening ceremonies of the fair.
Opticians have until 12 January to submit their nominations for the BeStore Award, which recognises optical centres worldwide that offer an outstanding shopping experience, the design of the sales floor, the materials and the furnishings (Design category), as well as customer service, external communication, the shop’s history and its human and emotional qualities (Innovation category).
Confirmed was the second edition of the Your BeStore Award, the prize of the digital competition that goes to the best optical shop chosen by the users of the “MIDO 2022 | Digital Edition”. The winner will be announced on the MIDO platform and social media channels no later than 16 February.
