In less than 3 weeks before the opening of the 50th edition of MIDO, aptly named “The Golden Edition”, taking place February 29th to March 2nd at Rho Fiera Milano. This promises to be a unique, unforgettable year for the exhibitors, media, and visitors participating in the event, including encounters with distinguished guests, awards, honors and previews that will make the 2020 edition unlike any other.
After the 11 am press conference on Friday, February 28 at the Gessi Milano Space, MIDO 2020 will open its doors at 9 am on Saturday, February 29. At 6.30 pm that evening, a party open to everyone will be held inside the show grounds (detailed program to be revealed in the coming weeks). It will retrace and celebrate the history of MIDO, starting from 1970 when 95 companies participated in MIDO in a 3,000 m2 exhibit space. Today, 7 pavilions will be filled by more than 1,320 exhibitors representing 70 countries from around the world. This growth has benefited from a legacy of leadership built over time that, in only the last 5 years, has brought a 20% increase in attendance, which peaked at the last edition with nearly 60,000 attendees.
The evening’s opening ceremony is entrusted to sociologist Francesco Morace who, with the presentation “From Eyesight to Vision”, will map out the future of eyewear as seen through the lens of the last 50 years – a historical overview of how eyewear has changed as a social and lifestyle accessory and how it will evolve in the coming years. Throughout the evening, there will be awards celebrating the past and future of MIDO and of eyewear, including honoring the companies that have participated in all 50 editions, the Past Presidents, the Stand up for Green Award for the most sustainable stand design and the Bestore Award for the best optical centers in the world.
“This very special edition allows us to narrate, through the 50 years of MIDO, the singular, extraordinary story of an object – eyeglasses – that has become an integral part of our lives, of culture and of the international economy,” remarked Giovanni Vitaloni, President of MIDO and ANFAO. “From the roaring ‘60s and ‘70s to the opulent ‘80s, when fashion and design began to make their mark in the world of eyewear, up to the most recent decades, where technologies have become more and more advanced and cutting–edge, it has become crucial to choose the product based on its quality, beauty, and brand, with ever-increasing awareness of the esthetic and practical criteria”.
Among the innovations for the 50th edition are two books that commemorate, in different ways, this major milestone. The “History of Optics”, by Silvio Maffioletti and Sergio Cappa, traces the origins and development of optics from the 1300s to 1970 and will also be the topic of a dedicated event at the OttiClub. This first-ever scientific treatise is of momentous importance to the industry. The other book, “Through the Looking Glass”, by Adriano Moraglio, commences in 1970 and, interweaving fact and fiction, narrates MIDO through the personal and professional adventures of three generations of opticians.
Eyewear, and the global eyewear supply chain, are still the stars of the show – from machinery to accessories, by way of lenses and frames. All 7 Rho Fiera pavilions, divided into the Fashion District, Lenses, Design Lab, More!, Lab Academy, FAiR East and Tech areas, have been confirmed. At the OttiClub, there will be many opportunities for an in-depth look at the industry. This year, along with some time-tested events – like trends forecast by WGSN – Otticlub offers some interesting innovations: a new survey commissioned by MIDO and SILMO, and a special edition of MIDO Outlook, the observatory that engages thousands of Italian and global players, which, starting with the biggest changes that shaped the last 50 years, explores what future market developments might look like.
MIDO’s digital outreach ensures an ongoing presence on the show’s social profiles: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and Linkedin, and through the hashtags #MIDO2020 #anniversaryofwonder and #livethewonder. Designed to deliver a complete experience of the fair, the updated Mido App is available to help everyone prepare for the largest international event dedicated to the global eyewear industry. The wonder of MIDO will be broadcast live on the show’s MIDOTV video channel, with non-stop programming all 3 days of the show featuring interviews with celebrities, exhibitors, opticians, and eyewear connoisseurs. Thanks to a live streaming channel, TV content can be viewed immediately at 3 dedicated locations, on the MIDO YouTube channel and, of course, on the MIDO APP.