Mido reveals digital event schedule

Ahead of the virtual tradeshow this weekend (5-7 June) event organisers share the programme of events

Mido venue
Mido has revealed the schedule of events for its digital show this weekend (5-7 June).

Earlier this year, the Mido team confirmed it would be holding a digital version of the event after the 2020 edition of the show was rescheduled due to the pandemic.

The event will be hosted on a new digital platform, helping to connect exhibitors and buyers, share projects, and also provide a platform to discuss trends and industry developments.

Launching the platform last month, Mido president, Giovanni Vitaloni, said: “If the whole world cannot be in Milan, then Mido is going all over the world. A formula that allows everyone to participate and to safeguard two of our fundamental qualities: internationality and concrete business opportunities.”

Mido has now launched its full programme for the three-day event, with the show kicking off at 10:50am (CEST) on 5 June with an introduction from the Mayor of Milano, Giuseppe Sala, and the president of the Italian Trade Agency, Carlo Ferro. 

The first session of the event, Wonders are ahead, will feature special guest, fashion, celebrity and art photographer Albert Watson OBE, who event organisers suggest will explore A new way of seeing from the viewpoints of beauty, living together, nature, technology and the future. The session will also hear from executives from key eyewear brands including Marcolin, De Rigo, Charmant, Theo and Marchon Eyewear.

The 6 June programme will have a focus on fashion and design with presentations during the day bringing together representatives from the world of fashion and promising designers in the sector. Sessions will feature representatives from Kuboraum, Hoet and Lindberg along with Modo, Morel, Moscot and Stepper Eyewear.

The event will also include a session on the History of optics, featuring Mido’s Vitaloni alongside Sergio Cappa, professor of optics and optometry at Civica Scuola di Ottica e Optometria in Milan and Silvio Maffioletti, professor of optometry IRSOO and University of Torino.

Sessions throughout the show will include discussions on consumer trends, from the Future consumer 2022, to a session on Millennial and GenX priorities, and forecasts for shopping behaviours in 2021. There will also be a focus on sustainability, with three events during the show focused on the topic of sustainable materials.

The final day of the show will include presentations on Eyesight and safe driving and Visual stress in smart working as well as low vision. The world of independent brands, sustainability and ‘the digital revolution’ will also be on the agenda.

The BeStore award returns for the digital event on 6 June, recognising the best optical practices. In addition to the design and innovation accolades granted by the panel of judges, a Your BeStore award will also be presented, based on votes cast by attendees.

Discussing the platform, Vitaloni said: “We want to surprise, excite and move our audience.” 

He suggested the event organisers were inspired by the challenge of looking to the future, “by innovating, to create concrete opportunities and business space to relaunch the sector.”

The virtual event will host online exhibitor stands to connect with suppliers, along with lounges and rooms to host meetings, connect with other attendees and discuss key themes from the presentations.

Meanwhile, event organisers have confirmed that “Mido never stopped” and is working on the next physical event, due to be held between 12-14 February 2022.

More details about the event can be found on the Mido website.