30 January 2026
Optical trade show, Mido, will take place this weekend from 31 January to 2 February at Fiera Milano Rho in Italy.
The event features an exhibition along with meetings and initiatives focused on eyewear, fashion and innovation in the eyewear sector.
Approximately 1200 exhibitors will be present at the event, comprising 270 Italian and 930 international companies from nearly 50 countries. This includes 140 new entries compared to 2025.
The show features eight exhibit areas across seven pavilions, and more than 40,000 visitors are expected to attend from around the world.
An opening ceremony will be held on 31 January at 10.30am in the Fashion Square of Pavilion one, with speakers from leading business institutions.
Lorraine Berton, president of MIDO and the Italian Optical Manufacturers Association, will be joined for the ceremony by Adolfo Urso, Minister of Enterprises and Made in Italy, Emanuele Orsini, president of Confindustria, Elena Buscemi, president of the Milan City Council, and Giovanni Bozzetti, president of Fondazione Fiera Milano.
The president of the Lombardy region, Attilio Fontana, and Matteo Zoppas the president of the Italian Trade Agency are also expected to participate. A ribbon-cutting ceremony will mark the official start of the three-day event.
An exhibit tracing the history and evolution of eyewear, The Lens of Time, will make a debut at Mido during the event, with a specially designed installation for the show. After the show, the exhibition will move to Palazzo Piacentini in Rome at the Ministry of Enterprises and Made in Italy.
The Fashion Square in Pavilion one has been redesigned for the 2026 event, while Pavilions two and four will welcome new exhibitors and an installation for the independent eyewear show DaTE.
The Mido Awards ceremony will take place on Sunday 1 February celebrating leading optical stores in two categories, design and innovation, and the new certified sustainable eyewear award.
Lorraine Berton commented: “We are ready to kick off this new edition of Mido. We prepare year-round for these three days: for that detail, that ‘hundredth of a second’ that can make the difference between a good edition and an extraordinary one.”
“There is no denying that we are experiencing complex times, from an economic and geopolitical standpoint, but our sector has demonstrated extraordinary resilience,” Berton said, adding: “Mido exists precisely to provide a solid, inclusive and international context in which to meet, close business deals, and share ideas and viewpoints on the future of the industry.”
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