The FRAMES communication campaign, which was presented last year to launch the 2023 edition of MIDO, the international eyewear show, won the 1st Mediastars Special Star Art Direction award for the "media" category. The campaign represented  a turning point from the past, while still in line with the values that have always distinguished MIDO. The campaign, was conceived by Max Galli in collaboration with Mixer Group and the award ceremony was held at the Testori Auditorium in Milan  (Italy) on June  9th.

FRAMES was awarded for its innovative, international and multicultural value. The four subjects in which the campaign was declined, each one based on contaminations and color, embodied the principles underlying the philosophy of MIDO: contemporaneity, culture, fashion and beauty.

Now in its XXVII edition, the Mediastars advertising award is granted every year to the best Italian campaigns, recognizing and enhancing the professionalism and talent of those working in the field of communication in Italy.
The collaboration with Max Galli and Mixer Group continues this year with the new worldwide campaign of the  MIDO 2024, SPHERES – THE EYEWEAR UNIVERSE: it is  the first campaign of an exhibition, to be created by integrating human creativity with the innovative power of Artificial Intelligence.

MIDO is set to take place at Fiera Milano Rho from  February 3rd to 5th 2024. To stay up-to-date with MIDO news, please visit www.mido.com and the official social channels Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and Linkedin.

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MIDO INTRODUCES “THE EYEWEAR UNIVERSE”,
THE NEW CAMPAIGN CREATED WITH ARTIFICIAL INTELLIGENCE

The International Eyewear Show is one step ahead and the first in the fair sector to explore
the possibilities of a tool that is transforming the advertising world

MIDO, set to take place at Fiera Milano Rho February 3rd to 5th2024, launches its new worldwide communication campaign: “THE EYEWEAR UNIVERSE”, created by combining humancreativity with the innovative power of Artificial Intelligence, the first trade show campaign to be developed with this technology.
“MIDO has consistently ridden, and often anticipated, the wave of new trends, not only in the eyewear industry,” stated MIDO President Giovanni Vitaloni. “It altered the traditional concept of trade fairs, transforming itself into a truly global event, in terms of the exhibits and the happenings around them and also in the area of continuing education (like the Otticlub meetings, available year-round on line). It has consistently put its trust in technological and digital innovation and was one of the first shows in the world to develop an app to be used at the fair and to employ augmented reality in an ad campaign. Today, we welcome the opportunity that Artificial Intelligence offers us to explore the new frontiers of visual communication, knowing full well the extent to which human creativity is irreplaceable and that understanding the new technologies means knowing how to manage them intelligently.”

The claim chosen for the campaign is “The Eyewear Universe”, presented graphically through spheres that shape the images and are part of a new universe. Planets of different sizes and colors create the backdrop for iconic style personalities, helping to create a fantastic world: of eyewear.

For the second year in a row, creative direction is by designer and artist Max Galli, in partnership with Mixer Group. “This campaign is a turning point in the advertising sector,” remarkedMax Galli, Creative Director. Tools like AI transform creative and production dynamics but human creativity, more than ever, becomes an increasingly valuable talent. A strong concept, a powerful idea, the ability to discern the beauty of one image compared to another are faculties that still make the difference. We created the campaign by providing the AI with all the elements it would need – without our input, it would not have been possible to create anything like it.”

Cross-cultural and sophisticated, “The Eyewear Universe” will appear globally in print and on the internet and will be developed around more than one subject, to be revealed in the coming months.
To always be up to date on MIDO news, visit the website www.mido.com and the official social channels Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and LinkedIn.

MIDO | The Eyewear Universe
Agency: Mixer Group
Creative Direction: Max Galli
Art Direction: Sergio Copetti
Photo AI: Silvia Badalotti
Copy: Lorella Montanaro
Client Director: Martina Vailati

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The 3-day eyewear show concludes at Fiera Milano Rho

MIDO 2023: THE INTERNATIONAL EYEWEAR SHOW
OPENS A NEW CHAPTER

President Vitaloni: “We have a responsibility to be among Italy’s most international events and, without a doubt, the industry leader at a global level. This means organizing a show that meets the needs of professionals who, every year, arrive from around the world to conduct business at MIDO”

Milan, 7 February 2023 – MIDO 2023 marks the beginning of a new era for the eyewear show with numbers that confirm its leadership position as it closed its doors yesterday on the 51st edition. The next MIDO will take place Saturday February 3rd to Monday February 5th 2024, at Fiera Milano Rho.

Attendance peaked at 35,000 industry professionals; 80% of them from Europe and 20% from the rest of the world. That is a 60% increase over 2022 visitor numbers. Also on the rise, Italian visitors made up 53% of the total.
Of the more than 1,000 exhibitors representing the entire supply chain - from machinery to lenses, along with frame manufacturers, and from the industry’s top name brands to young independent designers - 72% were international and 28% from Italy. Among the overseas exhibitors, 51% were from Europe, 42% from Asia and 7% from the rest of the world.
The data, both for visitors and participation by industry professionals, once again confirm the unmistakable global reach of the show.

“We have an exciting responsibility that comes with being the gold standard global eyewear event and that is, to bring together supply and demand for professionals who participate in MIDO,” stated MIDO President Giovanni Vitaloni. “This year we attracted many first-time presences among exhibitors and visitors who expressed their positive surprise at walking through the doors of our show. The ‘wonder’, that is part of the show’s DNA, is precisely this – to delight those who participate to such an extent that they cannot help but be here every year,” he concluded.

For visitors, there were myriad innovations and events, with a special focus on opticians – from the “How to?” cycle of OTTICLUB meetings – to the presentation of specialized books in the “Book@MIDO” program. The all-important focus on sustainability, with accolades and dedicated areas. But there were also occasions for glamour, with appearances by VIPs and personalities from the world of entertainment with flash mobs, exhibitions and awards in the popular MIDO squares.

The eyewear show has become a not-to-be-missed appointment for the Italian and international press as well – with more than 380 accredited journalists in attendance, more than 100 articles published in just the 3 days of the show, and about 500 in the preceding weeks. A sizable number of TV crews also captured ‘fair life’ as they moved among the stands for the duration of the show.

In addition to substantial live participation in the event, there was equally significant online activity – users from around the globe connected to the MIDO social profiles, enlivening them with more than 15,000 shares between posts and stories. Communication, in just the 3 days of the fair, exceeded 1.4 million impressions, growth also reflected in the 50,000 interactions on the pages, a more than 30% increase over last year.
The mido.com website was visited by more than 30,000 people (+50% over 2022) while the digital platform counted 12,000 members, 650 showcase pages and more than 40 events that will continue to be available until December 2023.
The combination of in-person participation and online posts means MIDO 2023 successfully and positively integrated the real and the virtual.

The next appointment with MIDO is set for February 3-5, 2024 at Fiera Milano Rho.

The show continues on the online platform and on the official social channels: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and LinkedIn.

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The greatest international eyewear showcloses its doors on an amazing edition! Once again, MIDO stood out as the powerful event ableto bring together the best practices of eyewear, laying the groundwork for the future. All the live meetings, the industry products, and the ideas of every single member of the supply chain are the significant ingredients to make these three days essential to keep on feeding our businesses.  Share your experience in MIDO 2023! Use our official hashtag on your channels:  Discover MIDO also in its digital version! The greatest international eyewear show is coming back next year!

 

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