Despite the unpredictability of our times, the situation in Italy is currently under control and the hosting of trade shows has not been compromised. MIDO 2022 is set to open its doors February 12th to 14th at Fiera Milano Rho, as scheduled. Proof of success can be found in other key events, like the recent well-attended EICMA motorcycle show. At the moment, there are no barriers to international travel, no measures prohibiting access to Italy by European citizens or those from other key market nations, like the USA.
Currently, about 600 exhibitors have confirmed their participation in the show, of these 350 are international, primarily European, specifically, from France, Germany, Spain, the UK, and the United States.
“Although uncertainty is a constant these days, we feel it is our responsibility to support the needs of industry businesses that, over the last two years, have suffered the consequences of the global crisis,” remarked MIDO President Giovanni Vitaloni. “Promoting a product like eyewear, whether optical or sunglasses, requires interaction and MIDO aims to re-establish interpersonal communication. The first Digital Edition, rolled out in 2021, is back again this year. Although a brilliant aid in managing contacts, it lacked the human touch in conducting business. At any rate, we believe we have amply demonstrated in the recent past that MIDO has made responsible choices with regard to exhibitors and visitors, with whom we are constantly in contact to assess and ensure a high-quality event. We are all CRAVING MIDO!”.
MIDO is also an opportunity to share thoughts brought up by the pandemic, expressed as solutions, innovations and products that look to the future and that make a break with “yesterday’s world”. With this in mind, the global eyewear industry has seen a growth spurt in product personalization and a greater sensitivity to environmental and social sustainability.
“The eyewear we will find at MIDO are the result of two years in which companies have followed pathways that led to increasingly customized products, where what matters is their quality, durability and content, understood as the story behind the spectacles,” continued Vitaloni. In addition, there is a greater focus on sustainability, with research into recyclable raw materials and production processes with low environmental impact.”
Speaking of sustainability, the 1st edition of the Stand Up For Green award will take place at MIDO 2022 ‒ in recognition of the stands where outstanding environmental sensitivity was exercised, for example, by employing reusable modules, recycled materials or raw materials with low environmental impact. Award winners will be announced on Saturday, February 12, during the show’s opening-day events. Another award returning this year is the BeStore Award, acknowledging the world’s optical centers that offer an outstanding shopping experience and customer service.
Entries for both awards can be submitted until January 12 on the MIDO website www.mido.com, under the “participate” heading. Also back after a successful first edition is the Your BeStore digital competition award that goes to the optical shop deemed the best by users of the MIDO 2022 | DIGITAL EDITION platform.
MIDO will also feature training opportunities and presentations on trends and future scenarios by industry professionals, to be held in the OttiClub space. Discussing trends will be WGSN; while Materially will focus on innovative materials as well as retail, presbyopia, progressives, marketing, and much more.
“We have planned a game-changing edition ‒ the world has changed and the ensuing developments led to a new way of envisioning business and the future. We expect everyone at MIDO to share this vision of the future with us, each one expressed with its own mood, confirming their confidence in the leading global event,” concluded Vitaloni.
All updates will be available online on the event website www.mido.com and on the official social channels: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition), and LinkedIn.