Mido prepares for show opening

The event is set to take place 3–5 February in Milan

A group of people are walking through a tunnel in a conference centre

The countdown has started for the international eyewear show, Mido, taking place 3–5 February at Fieramilano Rho in Milan. 

The show will occupy seven pavilions at the venue and see 1200 exhibitors representing 45 countries showcasing their latest products and innovations.

The exhibition will be divided into eight areas. The Fashion District will feature big-name brands, while Mido Tech focuses on instruments, materials and components. The Lenses area focuses on ophthalmic lenses, while the Design zone is described as a “realm of visionaries.”

Design Tech covers the intersection of design and innovation, and the Academy acts as an incubator, while the Start-up area focuses on emerging businesses. FAiR East will host exhibitors from Asia, who return after a gap of two years.

A programme of workshops and seminars will provide continuing education, with ‘MIDday Talks’ hosted by Future Concept Lab sociologist Francesco Morace, discussing beauty and design. The talks will then continue throughout 2024.

A Market Insight section of the event will see presentations on trends from journalist Alessandra Albarello and Pantone’s vice president global sales and marketing, Francesco Tomasello. The data analytics company, Yoodata, will share research on Purchase drivers for sunglasses and prescription glasses and the Role of Made in: Italy, France, Spain, Germany, UK, USA and China.

How to? sessions will cover practical topics including communication and digital marketing, trends, and storytelling.

The programme will also include a session on Empowering optical women leadership with ANFAO (the Italian association of eyewear manufacturers) and the Bellisario Foundation.

The show will also see the launch of the product certification programme, CSE – Certified Sustainable Eyewear, from ANFAO in collaboration with Certottica.

Giovanni Vitaloni, Mido president, commented: “We have a huge responsibility, which we enthusiastically embrace every year, that of being a barometer of global eyewear performance.”

Vitaloni acknowledged the show’s partnership with the Italian Trade agency.

“Visitors from more than 130 countries will throng the Fieramilano Rho pavilions during the three days of the show, conducting business, building relationships and discussing the future of the industry, all elements that make a meaningful and, we hope, positive contribution to the performance of the optical and eyewear sectors throughout the year,” Vitaloni added.