Fairs | February 20, 2016

Mido goes bigger

A new area. A more social attitude. A world preview of all the best eyewear collections. Welcome to the new Mido 2016 edition: a three days of business, inspirations and lots of fun

words Editorial staff

Which is the key to success? Thinking even bigger! That’s why, MIDO, the international event dedicated to the global eyewear industry, is always reinventing itself, offering brands and visitors a more and more sophisticated environment. Business, pleasure, inspirations are all involved in the new edition, which returns in Milan from February 27th to 29th.

The biggest news of this year is More!, a satellite area of the world-famous Design Lab, which will host innovative and emerging companies. This meeting place was created for the boldest creators of ‘artifacts for the eyes’, to bring new and revolutionary projects in the world of eyewear and inspire the industry professionals who look for ‘never ending wonders’. The space, conceived to be a place of creativity, vision and innovation, is dedicated to the trends and the future of the eyewear. You’ll enter into a laboratory of ideas, concepts and experimentation infected by other forms of artistic expression like music and the performing arts. In addition MIDO will amaze its visitors with other themed areas. Fashion District, the exclusive space that hosts the world’s top players and the small and medium companies that get inspiration from the world of fashion; Lenses, for the leaders of the lens sector; Tech, the world’s largest exhibition area dedicated to machinery, raw materials and components; the Fair East Pavilion, an exclusive area for the most important Asian companies and Otticlub, dedicated to eye care professionals, with seminars, conferences, courses and educational meetings.

Furthermore, in this 2016 edition, MIDO is going to be more social, featuring 8 social profiles: Facebook, Twitter, Instagram, YouTube and Pinterest will be joined by Google+, Linkedin and Flickr. The new communication strategy, in fact, wants to include initiatives that involve the communities and give big surprises to visitors and exhibitors. And as always creativity will be celebrated with prestigious awards: the Bestore Award, assigned to the store providing the best shopping experience. An international jury composed of industry leaders and trendsetters, experts in marketing and visual merchandising, will choose ‘the finest optical store in the world’. Now at its third edition, the Bestand Award allows MIDO visitors to choose the most interesting booth in the exhibition in terms of originality, innovation and interaction. To take part visit www.mido.com.