On Saturday 3 February, the doors of MIDO 2024, the most important and largest international eyewear tradeshow, will finally open. Opticians, buyers, distributors, journalists and professionals from all over the world will come to Fieramilano Rho to learn about the latest trends, the latest technological discoveries in the field of machinery and lenses, forge relationships and collaborations, and do business. But MIDO is much more than this: it is also an exchange, comparison, reflection on the future of the various professions that gravitate around the world of eyewear, it provides operators with tools, spaces and opportunities to meet and deepen their knowledge of various issues that concern the entire eyewear supply chain. It does so through a busy calendar of events held in the OTTICLUB space, which this year will be located in the central Pavilion 1, instead of in 3 as in past editions.

This year’s edition, the 52nd edition, is particularly important as it represents the first of the post-pandemic era in which also Asian exhibitors will be present. About 1,200 exhibitors from all over the world, Hong Kong included, together with Italy, France, Spain, Germany USA, Japan, South Korea who will occupy the 7 pavilions of Fieramilano Rho, from 1 to 7, one more than in 2023.  An exhibition space with  8 areasFashion District, temple of the big players; MIDO Tech, the largest international exhibition area dedicated to machines, raw materials and components; Lenses dedicated to ophthalmic lenses; Design, the realm of visionaries and Design Tech, where design meets technological innovation; Academy, where the watchword is creativity; Start-up, dedicated to small emerging companies; FAiR East welcoming Asian exhibitors.

▲ Photo: MIDO 2023 – Academy

▲ Photo: MIDO 2023 – Design

▲ Photo: MIDO 2023 – Start-up

Workshops, seminars, conferences, practical tests and round tables are the elements that make MIDO not only the most important eyewear trade fair, but also an essential opportunity for professionals to get informed, keep up to date and learn. The calendar of events includes meetings dedicated to the optician’s profession, conferences on creativity, marketing and digitalization, round tables designed to explore the theme of sustainability and inclusion, such as the presentation of the first results of the Empowering Optical Women Leadership program, created with ANFAO and the Belisario Foundation, in-depth studies on the latest trends and workshops on technical-scientific aspects.

Introduced last year, the ‘HOW to’ workshops have been confirmed, thanks to the great success with the public. The ‘HOW to’  appointments were designed for the most practical and daily activities of optical centers: concrete interventions on topics such as marketing and communication, fashion and trends, storytelling, organization of promotional events, style and design of stores, etc. On the other hand, Beauty, Design and Passion will be discussed every day at 12, noon, with guests known to the general public. The complete program of events will be available online on the official website of the event

▲ Photo: MIDO 2023 – Otticlub

The award ceremony for the awards that MIDO assigns every year to optical shops, exhibitors and companies in the sector will take place at 3 pm at the Otticlub area on Sunday 4th. Together with the BeStore Award, the prize given to optical centers that stand out for their shopping experience and customer services, and Stand Up For Green, now in its 3^ edition and awarded to the booth that stands out at the fair for its attention to the environment, the Certified Sustainable Eyewear (CSE) Award will also be presented for the second year, designed by MIDO in collaboration with ANFAO and Certottica, and which assesses sustainability in the eyewear industry, worldwide.

▲ Photo: MIDO 2023 – winners of award

MIDO will take place at Fieramilano (Strada Statale del Sempione 28 – Rho), Saturday 3 and Sunday 4 February from 9:00 am to 7:00 pm and Monday 5 February from 9:00 am to 6:00 pm.