Celebrating 50 years with “Golden Edition”

January 28, 2020

The organisers of MIDO have announced a special “Golden Edition” for 2020, to celebrate the accomplishments of 50 years in the optical business. “Thanks to everyone’s hard work, in 50 years MIDO has gone from being primarily a B2B event to a year-round hub of attraction that involves stakeholders, opinion leaders, buyers, institutions, celebrities, media and Italian and international influencers – says Giovanni Vitaloni, President of MIDO and ANFAO, the Italian Optical Goods Manufacturers’ Association.

"MIDO is the eyewear industry event no one wants to miss. Always on the leading edge of trends, it carefully curates the show’s installations and aesthetics without losing sight of the state-of-the-art tools that make it even more attractive to the media, exhibitors and stakeholders” - Giovanni Vitaloni, President of MIDO and ANFAO, the Italian Optical Goods Manufacturers’ Association. 

The fair organisers claim its strength lies in its robust identity as an event where business deals are clinched and “as a point of confluence for eyewear professionals who share experiences and catch up on the latest market trends”. Germany, where the eyewear industry in general seems unscathed by the country’s economic slowdown (+10%), has long been a key importer of Italian eyewear. With 10 million pieces purchased each year, Germany’s domestic market is valued at roughly 5.6 billion euro, making it the third-ranked export market, after the US and France. For the January-September 2019 period, exports of Italian sunglasses to Germany increased in value by 11.4%, while frames were up 7.5%.

2020 Edition

The goal for the 2020 edition, to be held at Rho Fiera Milano on 29th February to 2nd March, is to deliver an unforgettable event with countless innovations and a few surprises. The organisers said in a statement in Munich this weekend that work is under way to finalize a packed calendar of events that will engage the entire industry and that will make the 50th edition unforgettable.
Among the innovations at the 50th anniversary edition of MIDO is a commitment to reduce the environmental impact of the exhibition by promoting Plastic Free policies and the responsible use of water, paper, food and energy. Also during MIDO, a Stand up for green award will be presented to the most sustainable stand.
In addition, the exhibit space will be extensive, encompassing 7 pavilions, divided into the Fashion District, Lenses, Design Lab, More!, Lab Academy, FAiR East and Tech areas have been confirmed.
MIDO’s spirit is quintessentially international but with an all-Italian focus on design and style. “It is the ‘group photo’ of all those who make up the vast universe of eyewear, from the big international players, manufacturers and buyers, to designers and small business entrepreneurs, opticians and ophthalmologists, by way of the entire global eyewear supply chain. The wonder awaits, you won’t want to miss it”.


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