The 3-day international eyewear show concludes in Milano

MIDO 2025: ATTENDANCE UP 9% COMPARED TO LAST YEAR

Substantial growth from across Europe (+9%), particularly from Germany (+32%), as well as from Australia (+44%), South America (+20%), Africa (+10%) and the Middle East (+9%).
Attendance from North America remained steady.

Milano, 13 February 2025 – Business, innovation, trends, sustainability and inclusion. These were the key themes at this edition of MIDO, the international eyewear show that closed on Monday.
More than 42,000 attendees from 168 countries, and 1,200 exhibitors, of those about 930 international, in 8 exhibit areas across 7 pavilions.
There was substantial growth in attendance numbers from Europe (+9%), above all from Germany and neighboring countries (including Eastern Europe). Remarkable growth from Africa was driven by countries bordering the Mediterranean, such as Egypt, Tunisia, Algeria and Morocco. Attendance from South America also rose thanks to participation from Brazil, Argentina and Venezuela, while the Middle East saw an increase of 11% from the UAE and 40% from Israel. These figuresre confirm the Milano show as a true international melting pot, a key hub where the global eyewear industry can conduct business, close sales, build new relationships and discover all the latest trends.
In addition to visitors, MIDO 2025 recorded more than 16,000 exhibitor attendees over the three days, from stand staff to company employees, agents, representatives and distributors. This data further underscores the show’s drawing power, which perhaps this year more than ever reconfirms its position as the undisputed leader.

“This edition was all about business, networking, and fresh ideas.” – remarked Lorraine Berton, President of MIDO and ANFAO (Italian Optical Manufacturers Association), one day after the show’s conclusion. “You could feel the energy in the air for all three days—there was a real buzz among exhibitors, buyers, opticians, and all the industry professionals who took part. We wanted to create as many opportunities as possible for people to connect, exchange ideas, and grow—whether through business, training, or insightful talks with top speakers from Italy and beyond. This edition really made an impact, reinforcing the strong sense of community and shared passion for the future.”

MIDO 2025 was broadcast far and wide, in newspapers, on TV and radio, and on social, all around the world. More than 500 accredited journalists were on hand (+25% vs 2024), along with 300,000+ user interactions (+20% vs 2024) on the event’s main channels. Specifically, MIDO-generated content received more than 3 million views (+50% compared to last year). The number of followers on each social profile also increased, with Instagram achieving +12%, highlighting the strong ties between the largest international eyewear show and its digital community. Nearly 35 thousand users visited the website, while the App’s interactive map was the feature attendees used most, followed by the exhibitor search function.
On-site presence of the Minister of Enterprises and Made in Italy, Adolfo Urso, and other government representatives (MAECI, Lombardy Region and City of Milano) reconfirmed the show’s value and that of Made in Italy to the national economy. The support of ITA (Italian Trade Agency), a longtime partner of MIDO and ANFAO, was decisive in inviting nearly 200 buyers and journalists from 55 countries.

As at each edition, celebrity guests turned the MIDO stage into an authentic social event. Among them, Pierfrancesco Favino, Alessandro Del Piero, Domenico Dolce, Alessandro Costacurta, Luis Figo, and many more.

Inclusion was another key theme at MIDO, with the presentation of the first results of the Diversity & Inclusion project promoted by ANFAO. Over the past few years, this initiative has aimed to raise awareness among industry businesses and foster a more inclusive culture. Over the last year, ANFAO and Milya, organized on-site labs aimed at strengthening inclusivity.

Last but not least, the MIDO AWARDS, honoring young designers, optical shops, exhibitors, and industry professionals who strive every day to improve themselves and their profession for the benefit of the entire supply chain. All of the award winners can be found on the official site mido.com.

The next edition of MIDO will take place from January 31 to February 2, 2026, at Fieramilano Rho.

To stay up-to-date on MIDO news, visit www.mido.com/en and the social channels linktr.ee/MIDO_Exhibition #MIDO2025.

Milano, 9 February 2025 – The second day of MIDO 2025 opened to a flood of visitors that streamed into the 7 pavilions of Fiera Milano Rho. Password, business: buyers, distributors, opticians and eyewear professionals from around the world are here to seal business deals, open new channels and build relationships that will prove to be critical to business in the coming months.
An edition that is living up to expectations: a driving force for the international eyewear economy, a key venue where the meeting between supply and demand is ripe with creative inspiration and opportunities to share and compare.
The many entrepreneurs who visited MIDO today also had numerous opportunities for professional training and information on topics that are strictly related to the various fields in the eyewear sector, including markets, future consumers, inclusion and sustainability, as well as casual encounters with famous celebrities from the world of sports, entertainment and fashion, like actor Pierfrancesco Favino, stylist Domenico Dolce and soccer legend, Alessandro Del Piero.
At The Vision Stage, talk was focused on the power of language and its impact on society and the workplace in the “Oops. I Said It Again”. Navigating the world of inclusive language”conference organized by ANFAO. More and more companies are realizing that inclusive language is not only an ethical choice, but also a valuable tool for building a more equitable and respectful corporate culture. During the debate, which also included participation by a special guest, actor, author and director Paolo Ruffini, discussion revolved around how the use of words can encourage or hinder dialog, introducing the concept of “bridge words” – that facilitate communication – and cautioning against “killer words”, that can, even inadvertently, be exclusionary or reinforce stereotypes.

During presentation of the WGSN study for MIDO, the topic, instead, was focused on consumers and future markets, that highlighted the consumer trends that will impact 2026, defined as the “year of transition”. According to the survey, in 2026 the eyewear market will be influenced by identified consumer profiles, like the impartialists, who seek transparency and authenticity, or the individualists, independent non-conformists. Or the gleamers, who prefer simplicity and well-being, and the synergists, who advocate for harmonious interaction between humans and technology. A look at consumer trends in key eyewear markets (Italy, France, Germany and the United States) provided insights crucial to understanding global market needs and planning successful strategies. Conversation also turned to the Optical Monitor study by GfK, presented today at MIDO. It turns out that in these countries, the foremost drivers of choice are quality materials, aesthetics and design; while price, although important, is not the deciding factor. Endorsers and influencers play a significant role in the choice of eyewear, and a physical point of sale remains the preferred purchase channel because it is positioned to better meet the needs of the consumer. Nonetheless, price continues to be a driver for online purchases. When compared, the US market seems more dynamic than the others but, highly motivated by the value of the "Made in" and the brand, customers in Italy spend more on eyewear.

“Sport and Vision: the importance of visual health in the practice of sports”, featured Alessandro Costacurta and Dr. Francesco Loperfido, Head of General Ophthalmology Services at San Raffaele Hospital, Milan, organized by the Eyecare Commission ETS. An interesting conversation ensued on the connection between vision and sports performance, on the importance of healthy vision to not only improve performance but, above all, safety on playing fields at all levels.
Alessandro Costacurta visited the CDVVista e Sport Virtual Arena installation in pavilion 1 where it is possible to experience, through virtual reality, the effects of impaired vision on sports performance.

A journey through tradition, creativity and innovation:
the history of Italian eyewear on display

THE LENS OF TIME: THE HISTORY OF EYEWEAR IN ITALY
(7 May – 22 July, Venezia)

The exhibit, focused on the history and future of Italian eyewear, to be held at Palazzo Flangini, iconic headquarters of the Fondazione di Venezia overlooking the Grand Canal, was introduced during MIDO 2025.

Milano, 8 February 2025 – The Lens of Time, an exclusive exhibit showcasing the history and evolution of Italian eyewear, was officially announced at a press conference during the 2025 edition of MIDO, the leading international eyewear trade show.
Sponsored and organized by ANFAO (Italian Optical Goods Manufacturers’ Association), the exhibit will be curated by the Fondazione Museo dell’Occhiale of Pieve di Cadore, a hub for the conservation and study of the history of eyewear, in collaboration with the Fondazione di Venezia, an institution committed to enhancing the value of the city’s cultural heritage, and with the M9 Foundation, Museum of the 20th Century of Venice-Mestre.
Hosted at theFondazione di Venezia headquarters, Palazzo Flangini, a historic Venetian palace overlooking the Grand Canal, the show will be inaugurated on May 7th and remain open to the public until July 22nd.
It will be a journey through tradition, creativity and contemporary innovation. From the earliest rudimentary fourteenth century lenses to eighteenth century sunglasses, by way of modern technologies and state-of-the-art designs, The Lens of Time offers visitors an immersive experience of historic and contemporary pieces complemented by multimedia installations and exciting interactive narrations.
A compelling in-depth look at the exhibit’s core nucleus is located in the adjacent Church of San Geremia – Sanctuary of Lucia, featuring objects and works connected to vision andSaint Lucia, the patroness saint of the eyes and the blind, including ex-voto objects, paintings and early vision-measurement tools.

“The Lens of Time is not only an exhibit but a journey through time and human ingenuity. The history of eyewear is the history of an instrument that has changed the lives of millions of people, becoming a symbol of innovation, culture and style, with a crucial social role,” remarked Lorraine Berton, president of ANFAO and MIDO. “A story through the centuries that begins in Venice and speaks of a community of individuals, of families that for generations have dedicated their lives to manufacturing excellence.With this exhibit, we want to honor not only the technical and stylistic evolution of the product but also the commitment and passion of entire generations who have made Italy a global hub for our industry.”
In addition to the exhibit, the show will be enhanced by a series of initiatives of great scientific, artistic and educational value which will expand its cultural range of offerings:

• WDW Laboratories (Wear Design Workshop). Deserving of special attention is this collaboration with IUAV, the University of Venice. Labs and workshops will be organized that actively engage young talent, professionals and students in projects of sustainability and technological innovation applicable to the sector, to explore the future of eyewear.

• Themed events: conferences and round tables on design and the aesthetics of eyewear, sustainability, Made in Italy and the challenges of technological innovation that are opening up for the sector.
  
  
• Closing event: on 22 July 2025, a meeting to explore the future of the industry.
  
  
• M9 Corner - 20th Century Museum of Mestre: an area dedicated to eyewear from the 1900s will be established as part of IdentItalia, an exhibit on the calendar at the M9 Museum of Mestre from September 2025 to February 2026.

Thanks to its strategic location and concurrence with the opening months of the Biennale di Architettura [Architecture Biennale] 2025, in addition to eyewear industry professionals, The Lens of Time aims to attract a varied audience of design connoisseurs and international tourists.
Situated in the heart of Venice, Palazzo Flangini is a unique setting that heightens the prestige of the event and calls attention to a product that is far more than a mere accessory: a symbol of human ingenuity and Italian know-how.
With The Lens of Time, Italian eyewear narrates its extraordinary journey between tradition and the avantgarde, inviting the public to discover how an object of daily use can embody stories of innovation, art and beauty.
Participants in the press conference, moderated by Radio 24 journalist Marialuisa Pezzali, were Adolfo Urso, Minister of Enterprises and Made in Italy, Lorraine Berton, President of ANFAO and MIDO, Nicola Belli, Vice-President of ANFAO responsible for production, innovation and Made in Italy, Giovanni Dell’Olivo, Managing Director of Fondazione di Venezia, and Daniela Zambelli, Director of the Museo dell’Occhiale [Eyewear Museum].

For information regarding the show and events, a dedicated page will soon be available on the ANFAO website www.anfao.it/en

Palazzo Flangini - Cannaregio 252, 30121 Venezia VE
7 May – 22 July 2025

MIDO AWARDS 2025:
EXCELLENCE, INNOVATION AND SUSTAINABILITY HONORED AT FASHION SQUARE

Milano, 8 February 2025 – The first day of MIDO 2025 also included the eagerly awaited MIDO Awards presentation ceremony celebrating, once again ,excellence and innovation in the eyewear industry. An iconic moment, it focused the spotlight on the most visionary and sustainable eyewear businesses, reaffirming the show’s commitment to promoting creativity, technology and environmental responsibility.

The tenth edition of the Best Store Award honored the best optical centers in the world: Zien & Horen Frits van den Bosch of Thomas Van Den Bosch (Wommelgem, Belgium) won the Design category award for creativity in the interior decor and many customer-focused services, like a cafe and a space designed for children. Ottica Padrin of Fabrizio Padrin (Vicenza, Italy) was awarded the Innovation category prize for implementing cutting-edge technologies, a focus on personalized customer care and its commitment to social and environmental sustainability.

The second award, Stand Up For Green, was assigned to the most sustainable stand at the show. This year, the prize went to SilhouetteInternational (Austria) for skillfully combining design and sustainability by prioritizing efficient use of resources and waste reduction. Emphasis was on achieving various sustainability certifications. In addition, special mention went to CSO Costruzione Strumenti Oftalmici, winner of the 2024 Stand Up For Green Award, for its ongoing social and environmental commitments and activities that benefit local communities.

Winners in the six CSE - Certified Sustainable Eyewear Award categories, recognition that assesses sustainability in the eyewear industry at an international level, are:

• CSE Award for Cases, Rest of the World: Nike (Marchon, Italy) for its commitment to generating positive results for stakeholders and for its promotion of social sustainability programs;
• CSE Award Cases, Europe: Mokki Click (Mokki, Norway) for setting an excellent example in implementing the principles of circularity and for the use of 100% recycled materials;
• CSE Award Frames, Rest of the World: Hibang (Duolog Design, Taiwan) for the use of a single recycled material and its innovative system of disassembling components for easy replacement;
• CSE Award Frames, Europe: Rolf (Rolf.produktions, Austria) for its innovative production process based on 3D-printing with a biogenic material and the extreme simplicity of disassembling frames for replacing parts or recycling at the end of their life-cycle;
• CSE Award Sunglasses, Rest of the World: Karl Lagerfield (Marchon, Italy)for research into sustainable materials in manufacturing the product, complemented by functional design;
• CSE Award Sunglasses, Europe: Boss (Safilo, Italy) for the use of recycled materials in all eyewear components and for many activities of social responsibility carried out over the years.

Finally, among the innovations for this edition, presentation of the winner of the Sergio Cereda Design Award that recognizes emerging talent in eyewear design: the jury selected Tea Rocco (LABA, Italy), honoring her ability to combine bold innovation and timeless elegance. Not only is her design an aesthetic accomplishment but it also narrates a story of passion, precision and courage, values inherent to the legacy of Sergio Cereda in the world of eyewear.
Her essay was also especially moving, adeptly translating Cereda’s vision into words: fashion is not only form and materials, but a language of the soul, a means of expressing identity and creativity. With enormous pride, Tea Rocco receives the inaugural award and a check for $10,000 dollars in support of her professional growth and to fuel a future as bright as her talent.
Starting in 2026, the Sergio Cereda Design Award will become international, opening up applications to emerging designers from around the globe. The award will consist of $10,000 to the first prize winner, $5,000 to second prize and $2,500 to third prize. The award ceremony will take place during MIDO 2026.
MIDO AWARDS: recognition of excellence in eyewear

With the MIDO Awards, the show proves it is not only a showcase of business and innovation, but also a stage upon which to highlight companies that are redefining the future of eyewear through creativity, sustainability and state-of-the-art technology.

Milano, 9 February 2025 – The 53rd edition of MIDO opened yesterday with many visitors from around the globe, with pre-registered numbers up about 15% over last year and more than 1,200 exhibitors, 150 of them new entries, spread across 7 pavilions and 8 exhibit areas. An additional 1,000m2 of exhibit space (compared to the last edition) were needed to accommodate everyone. The show that opened is an edition that is already a business hub, a key opportunity for industry professionals who are here to talk shop, network, close business deals, gain continuing education and be the first to see the latest trends in global eyewear.

MIDO is a not-to-be-missed appointment for eyewear businesses that enthusiastically attend this international showcase to add value to their production in terms of frames, machinery, lenses, accessories and furnishings for optical shops, and more. Thanks to the indispensable assistance of ITA (Italian Trade Agency), staunch supporter of the show for years, MIDO 2025 welcomes 180 hosted buyers from 55 countries. As proof of the top-ranked status of the event for the fair system, Senator Adolfo Urso, Minister of Enterprises and Made in Italy, was on hand since early morning and participated in the inaugural ceremony along with Managing Director of ITA Lorenzo Galanti, and President of MIDO and ANFAO Lorraine Berton.

“MIDO is a vital event for our industry, the only one that includes the entire eyewear supply chain. Only here at Fieramilano are we able to welcome so many exhibitors and visitors from every corner of the world. This is why MIDO is a fundamental showcase, especially for Made in Italy eyewear  – an industry that keeps evolving and taking on new challenges. “With foreign markets being a key audience for Italian eyewear, our industry needs to keep up with changing consumer trends. That means communicating even more effectively about the long-term value of Italian products – quality, innovation, and sustainability – which we are proud to represent,” commented President Lorraine Berton.

According to Minister of Enterprises and Made in Italy, Senator Adolfo Urso, “With their brilliant inventions, the Italians were the first to transform spectacles from a medical device into a fashion accessory, up to and including products of such high technological content they function as a cell phone, a PC and a watch. An awe-inspiring tech revolution that will allow the Italian businesses on this path to once again be at the forefront, marking another milestone of Made in Italy excellence that is the identity, style, culture, design history, art and, even more, innovation.”
The Lens of Time, an exclusive exhibit showcasing the history and evolution of Italian eyewear, was officially announced at the morning press conference. Focused on the history and future of Italian eyewear, it will be held at Palazzo Flangini, iconic headquarters of the Fondazione di Venezia overlooking the Grand Canal, from May 7 to July 22 in Venice.
On hand for the first day were many guests and celebrities from the worlds of entertainment, sports and lifestyle, including former soccer Pallone d’Oro Luis Figo, Olympic swimming champion Nicolò Martinenghi, race car drivers Andreas Mikkelsen and Kimi Antonelli. Many more are expected in the next two days.

MIDO TRENDS 2025 – Alessandra Albarello

Eyewear is much more than a simple accessory: it embodies our personality and visually narrates who we are or who we would like to be. Now, more than ever, eyewear collections are focused on the quest for truth and authenticity, favoring authentic colors and a faithful representation of the wearer. The way eyewear is worn is evolving and designs explore a meditative vision, blending tradition and innovation to create a universal language.

Inspirations and influences: nature, art and culture

Eyewear design reflects a journey that taps into nature, with organic shapes inspired by forests, deserts and oceans, and by art, music and architecture. Unique elements, like flowing water or wind waves on sand, become the starting points for creations capable of evincing emotions and dreams. Lines are sensual and dynamic, narrating an intimate, sophisticated experience.

Iconic shapes and new geometries

The archives yield classic, iconic contours that are updated and their unique attributes enhanced with bold elements. Complementing these are sculpted lines and micro-architectures where carefully crafted finishes, lamination, clean-cut edges and contrasts between polished and matte surfaces are engineered to create captivating interplays of light and emphasize colors. There are often styles that have variable geometries – from oval to round, square to rectangular, and even octagonal. Materials are worked with skill, care and respect, profiles softened and corners rounded or honed, or deliberately left rimless. Minimalism is the point: there’s a general leaning toward reduced thicknesses with very thin frames or no frame at all, that almost disappear on the face.

Sustainability and artisan craftsmanship

The commitment to sustainability extends throughout the entire manufacturing supply chain. Materials like bio-acetates, recycled polypropylene, carbon fiber and plastic waste recovered from the oceans are increasingly popular. Imperfection, distinctive in nature, becomes an aesthetic value, a symbol of authenticity. Artisan craftsmanship, working in synergy with technological innovation, yields one-of-a-kind eyewear, telling stories of tradition and cutting-edge innovation.

Colors: between classicism and experimentation

Warm colors of nature – havana, black, amber and Mocha Mousse (Pantone color of the year 2025) – dominate the collections, complemented by vibrant colors like red, blue and green. Opaline effects, mother-of-pearl and special treatments deliver unique, fanciful colors, accentuating the interaction between materials and design.

Accessories and luxury details

Eyewear accessories are becoming increasingly popular as distinctive, functional elements. Multi-material chains, versatile cases and magnetic clip-ons fulfill the need for practicality, without sacrificing elegance. 24K gold and premium materials, like leather and felt, elevate the wearer’s experience.

Materials and innovation

Eyewear companies honor the objectives of the UN 2030 Agenda with innovative and recycled materials: bio-acetates, castor oil resins and certified polycarbonates. Technology and traditional craftsmanship work hand-in-hand to create long-lasting eyewear with replaceable and repairable parts, extending product lifecycle. Among the more exclusive details are gold plating and inserts in precious stones, transforming eyewear into authentic jewelry.

Inspirations/Themes - “Time, mistake, space” Gino De Dominicis, 1969

Common Thread (Time)

Time is an invisible thread that joins past, present and future, reinterpreting iconic shapes like the panto (composed of a circle in the lower part joined to an oval in the upper part), aviator (or “pilot”, a slightly trapezoidal or teardrop shape, with the upper part broader than the lower part) and the cat-eye (elongated and angular, reminiscent of a cat’s eyes) with bold details, innovative materials and unique finishes. This connection celebrates cultural and artisanal roots, projecting them into a contemporary vision without nostalgia. Red represents passion, courage and continuity, unexpected and seductive, thanks to an aesthetic that combines emotion and design.

Rebels (Mistake)

Imperfection becomes an expression of creative freedom and inclusivity. Breaking rules and stereotypes, the mistake is transformed into a distinctive element. Punk and subculture inspirations, symbols like piercing and studs intermingle with minimalist lines and unexpected details to create an aesthetic that celebrates uniqueness and the power of bold personalities.  

Solar Wind (Space)

Solar wind, symbol of dynamic, unpredictable energy, inspires designs that mold materials and colors in innovative ways. Sculpted shapes and fluid textures combine with fragmented colors, polished and matte finishes, creating objects that express lightness and solidity in perfect balance.

MIDO 2025 validates the centrality of eyewear as a symbol of personality and style, exploring topics of sustainability, innovation and inclusion. An accessory that reinterprets the past, tells the present, and envisions the future.

Milano, 5 February 2025 – On Saturday 8 February, the curtains open on MIDO, the international eyewear show running through Monday 10 February at Fiera Milano Rho. Stars of the show will be the 1,200+ exhibitors from more than 50 countries and visitors from 160 nations, including buyers, opticians, entrepreneurs, journalists and the full spectrum of trade professionals. MIDO is the elite stage for global eyewear that propels the entire production supply chain into the spotlight. It is the only eyewear show in the world to do this and shines a spotlight on a system that, in Italy alone,is worth more than €5 billion, employs 19,000 skilled workers and celebrates every aspect of eyewear, promoting business and sales agreements at the global level.

“MIDO is just around the corner and this will be my first edition in the role of President; I can’t deny feeling a certain excitement,” explained President Lorraine Berton. “Over the years, I have experienced MIDO as an entrepreneur and what always amazed me is its ability to transform and elevate itself, adapting to the times and often anticipating market trends. With this edition, we were passionate about carrying forward this concept of ongoing evolution and improvement, constantly responding to the needs and requirements of the many, many professionals around the world who work in this industry. In historic and economic times of great uncertainty, as we are presently experiencing, it is our duty and a necessity to demonstrate to the world the industrial strength and economic power of a healthy, thriving manufacturing sector like eyewear.”

In this context, on the eve of its opening, this edition of MIDO is already, in and of itself, a huge success, with massive participation by exhibitors and a trade show that has expanded to meet the needs of the trade. Compared to 2024, there is 1,000 m2 more exhibit space, installed in 7 pavilions and 8 different exhibit areas, that will host the leading fashion brands and small independent designers, manufacturers of lenses, machinery and accessories, and the effervescent Asian group stands.

From every point of view, MIDO is also a feast for the eyes, not only because its target audience is eyewear and vision professionals, but also because the layout and installations are updated with experience the enchantment of a unique, awe-inspiring venue. A number of innovations stand out this year: pavilion 6, inspired by green principles, will have a new piazza that personifies the unmistakable style of typical Italian villages. It hosts the Academy and the Start-up area, both of which have been expanded compared to last year (+13 exhibitors for Academy and +9 for Start-up). Pavilions 2 and 4, home of the Design area, will be reorganized to accommodate a greater number of exhibitors, increase the size of some of the stands and host many new entries. An installation focused on DaTE, the contemporary eyewear event taking place September 13-15 in Riccione, is featured in the pavilion 4 piazza. Redesigned for greater functionality and accessibility, the Fashion Square in Pavilion 1 is the hub for luxury and high-fashion brands. On Saturday at 5 pm, it will become the stage for the MIDO Awards ceremony, featuring the Best Store Award, for optical shops that are shining examples of services and shopping experience; Stand Up For Green, for the most sustainable stand; the Certified Sustainable Eyewear (CSE) Award for sustainability in eyewear at the international level; and the Sergio Cereda Design Award, new this year, that spotlights emerging Italian talent in eyewear design.

MIDO is also continuing education and information. There will be workshops, meetings, conferences and round tables in the renovated The Vision Stage space in pavilion 1 (former Otticlub area) with Italian and international guests discussing the most current topics of interest to industry professionals.

Saturday’s events will open with a focus on trends with Alessandra Albarello (at 11) and a meeting on color with Francesca Valan (at noon). At 1 pm, Adolfo Urso, Minister of Enterprises and Made in Italy, will participate in the press conference presentation of The Lens of Time exhibit, an ANFAO project that celebrates the connection between innovation and tradition with an exhibit hosted at Palazzo Flangini in Venice. The event, with its distinguished guests, emphasizes the central role MIDO plays in narrating the Made in Italy story, the country’s traditions and cultural excellence, and the power of Italianness in venturing into the world. At MIDO, Italian expertise is center-stage.

On Sunday at 11 am,a conference on the topic of inclusion titled Oops. I said it again, organized by ANFAO, with Paolo Ruffini. At 1 pm, WGSN will present Future Consumer 2026, and at 3 pm, the Eyecare Commission introduces Learn about the importance of proper vision in sports, with Alessandro Costacurta. At 4 pm, unveiling of the Optical Monitor market research data developed by GFK for MIDO, and at 5 pm, Shared visions: projects andperspectives of integration between optical and medical areas, a meeting organized by Fabiano Gruppo Editoriale in partnership with ANFAO, the ANFAO Lens Group, Federottica and MIDO, to promote dialog between opticians and the medical-ophthalmological area. On Monday February 10th, of special interest, the 11 am session curated by ANFAO on sustainability and the role of ESG criteria in the eyewear industry; and, at noon, presentation of STEPIC Innovations 2026 on the 12 trends that will reshape the world in 2026, developed by WGSN.The complete calendar of events is available on the MIDO website https://www.mido.com/en/the-vision-stage-2025.

Alongside the in-person show, MIDO is also digital, with many tools created for visitors and exhibitors. The App, for simpler, more efficient management of activities at the show and networking after the show closes; the website, complete with reserved areas that offer exclusive content designed for each category; and the social channels, filled with content.

MIDO is held at Fiera Milano Rho, Strada Statale del Sempione 28, from Saturday 8th to Monday 10th February with the following hours: Saturday and Sunday 9 am to 7 pm and Monday 9 am to 6 pm. For MIDO accreditation, you must complete the form on the site at this link https://www.mido.com/en/entry-pass. Journalists may register here https://www.mido.com/en/press-registration.

To always be up to date on MIDO news, visit the website https://www.mido.com/en and the official social channels Instagram @mido_exhibition, Facebook @MIDOExhibition, X @MIDOExhibition and LinkedIn https://www.linkedin.com/company/mido/posts.

THREE WEEKS UNTIL MIDO 2025:
FEATURING BUSINESS, INNOVATION, TRAINING AND SUSTAINABILITY

With just over 1,200 exhibitors and approximately 1,000 m2 of additional space, the show is still growing

Now online, the calendar of events and list of guests at The Vision Stage, the innovative space for information and training in pavilion 1

Milano, 16 January 2025 – In fewer than three weeks, MIDO 2025 will open the doors of Fiera Milano Rho to welcome more than 1,200 exhibitors from 50+ countries, including Italy, Germany, France, UK, Spain, USA, Japan, Hong Kong and South Korea, as well as India, Australia, South Africa, Canada, Brazil and Ukraine.

Compared to the previous edition, the organizers have staged approximately 1,000 additional square meters in the 7 pavilions of Fiera Milano Rho to ensure everyone has the space required to showcase their collections and innovations to their best advantage. Specifically, pavilion 6 has been expanded tohost the Academy, Start-Up and MIDOTech areas, as well as a new green-inspired installation designed to reflect the unmistakable style of typical Italian villages. Pavilions 2 and 4, the domain of Design and Design Tech, also gained more space for innovations and the avant-garde. The other pavilions also underwent renovations to installations and layout: pavilion 1, with its Fashion District, empire of fashion and luxury, whose piazza will host the MIDO Awards ceremony (to be held Saturday 8th February at 5 pm); pavilion 3, land of lenses, from technology to innovation; and pavilions 5 and 7 that host FAiR EAST, showcasing the large and small companies in the Asian business arena.

Entirely revamped, including its name, is The Vision Stage, meeting hub for eyewear professionals, innovators and visionaries. It offers a dense calendar of conferences, panels and workshops that range from global trends to Made in Italy, sustainability to technological innovations.

Among the hottest events, Saturday 8th February, two meetings focused on trends: at 11 am, journalist Alessandra Albarello will speak on 2025 Trends, while at noon, color designer Francesca Valan will hold a session on The new dimensions of Color. Then, at 1.30 pm,a press conference with presentation of The Lens of Time, an ANFAO project celebrating the connection between innovation and tradition, with an exclusive exhibit at the historic Palazzo Flangini in Venice. At 4 pm, the plenary room will host Breaking Optical Barriers: Women Who Conquered the Climb to Success, a topical event organized by OWA,the Optical Women’s Association, and promoted by MIDO on the contributions of women in the optical industry.

Monday 10th, of special interest, the 11 am appointment curated by ANFAO on Sustainability, with Anna Zandanel who will analyze the role of ESG criteria in the eyewear industry; and, at noon, a presentation of STEPIC Innovations 2026 on the 12 trends that will reshape the world in 2026 in terms of society, technology, environment, politics, industry and creativity, produced by WGSN.

All of the events promoted by ANFAO will be presented and moderated by Marialuisa Pezzali, author and host of "Essere e Avere", the Radio24 magazine on consumption and the latest trends.

The Vision Stage will also host presentations and conferences curated by leading companies, publishers and trade associations. These meetings will provide industry professionals with a complete, detailed panorama of the innovations, challenges and opportunities of the optical industry. The complete calendar is available starting today on the MIDO website https://www.mido.com/en/.

MIDO is held at Fiera Milano Rho, Strada Statale del Sempione 28, from Saturday 8th to Monday 10th February with the following hours: Saturday and Sunday 9 am to 7 pm and Monday 9 am to 6 pm. For MIDO accreditation, you must complete the form on the site at this link https://www.mido.com/en/entry-pass. Journalists may register here https://www.mido.com/en/press-registration. To always be up to date on MIDO news, visit the web https://www.mido.com/en/ and the official social channels Instagram @mido_exhibition, Facebook @MIDOExhibition, X @MIDOExhibition and LinkedIn https://www.linkedin.com/company/mido/posts/.

MIDO 2025: enhanced Digital Tools for an increasingly connected experience

Exhibition layout: changes and developments at MIDO 2025

In 2025, the MIDO exhibition layouts will undergo significant changes to provide visitors with an even more engaging and innovative experience.

The Design area: a realm of creativity and vision

One of the key innovations concerns pavilions 2 and 4, that will continue to host the iconic Design Area. This space, featuring the industry’s most visionary creatives, is a laboratory of experimentation where shapes and materials combine to narrate the many faces of eyewear. The reorganization of the spaces in 2025 will allow MIDO to welcome a significant number of new exhibitors and the expansion of some stands. In addition, the return of some notable past exhibitors will further elevate this already extremely popular and highly appreciated area.

New location for the Academy

The Academy – a sought-after area featuring companies whose focus is on designer originality and creativity – is relocating. From pavilion 2, it will return to pavilion 6, historically set aside for Tech. This change marks a new phase for the Academy, that will bring creative energy to an area focused on technological innovation. The synergy between these two vital forces – design and technology – will offer visitors a unique experience, inspiring new connections between cutting-edge styles and technical advances.

The piazzas: nerve centers of the show

Even the piazzas, MIDO’s nerve centers, will undergo some alterations. The famous Fashion Square, crossroads for the big brands and a magnet for connoisseurs of fashion and luxury, will be updated to make it more functional.
Special attention will be focused on the piazzas in pavilions 2-4, cornerstone of the Design area. These spaces, which have consistently embodied creativity and innovation, aim to further enhance the visitor experience and thus strengthen their role as the epicenter of visionary trends.

Thanks to these changes, MIDO 2025 promises to exceed all expectations, delivering an exhibition journey that celebrates excellence in all its forms – from luxury to technology, by way of avant-garde design.

The Vision Stage:
MIDO announces the renaming of the historic Otticlub area

The Vision Stage: this is the new name of the area featuring MIDO workshops, seminars, conferences, events and round tables. Its renaming signifies a new phase of evolution and growth, and marks a pivotal shift in positioning, intended to reflect the expansion of its activities and to emphasize the core essence of this space as a place of dialog and discovery.

The origins: from “Health and Innovation” to Otticlub
Otticlub’s history dates back to2011, with the establishment of “Health and Innovation”, a place to hold workshops and conferences of interest to the companies in the ‘lenses’ pavilion, powered by ANFAO.
In 2012, the internationalization of MIDO and the need to engage Italian visitors led to the creation of a new area focused primarily on Italian opticians: and Otticlub was born. With expanded capacity and a lounge added for networking, Otticlub quickly became a hub for all visitors, trade journals and associations, hosting training events and continuing education.

Transformation of the area and its conversion to The Vision Stage
In the years that followed, Otticlub continued to evolve, becoming an authentic all-encompassing container of ideas, diversifying its target and including an ever-increasing number of exhibitors and stakeholders.
The topics became increasingly varied and broad, with medically-oriented events (myopia, presbyopia, amblyopia, protection of the eyes, nanotechnologies, contact lenses, progressive lenses, the role of screening in prevention of vision disabilities, and discussions on the most innovative medical technologies and treatments), in-depth analyses of the market and consumption trends, design and sales techniques. Over the years, many high-profile non-industry guests have diversified the program: Barbara Serra, Massimo Bottura, Albert Watson, Paolo Ferrarini, Antonio Mancinelli, Ernst Knam, Ico Migliore, Chiara Tagliaferri, Diego Dalla Palma, Nick Cerioni, and many others.
For 2025, there is a definite need to emphasize and validate the significant change to this area that led to the renaming. Otticlub will metamorphose into The Vision Stage at the next edition of MIDO.

The 2025 calendar and forthcoming innovations
The next edition will boast a calendar full of events designed to offer participants many opportunities for professional development and personal growth. Topics like digitization, innovation, social responsibility, Made in Italy, sustainability, empowerment of women, and market trends will be at the heart of the seminars and workshops, with the aim of providing valuable resources for professionals. The complete schedule of events will soon be available on the website www.mido.com, with content accessible only to those who register in the dedicated section and for ANFAO members. All of the conferences and meetings will be available for viewing all year long in the private area of the website.

Why The Vision Stage?
“Stage” refers to the theater stage, the place where innovations and ideas take shape and are shared with the audience. “Vision” is not only the main theme of the show but above all is a forward-looking tribute – an overview that looks to the future of eyewear, embracing topics like innovation, sustainability and Made in Italy. “The” lends a more authoritative tone, accentuating the role as a central stage that, in MIDO, finds its natural positioning as the indisputable industry leader.

MIDO 2025: NOMINATIONS FOR AWARDS OPEN AS OF TODAY

This year, winner of the 1st edition of the Sergio Cereda Design Award will be announced

Milano, 1st October 2024 – As of today, nomination applications are available for the MIDO 2025Awards. Application forms are available in the Awards section of the mido.com website.

Through December 13th, MIDO 2025 exhibitors can apply to participate in the Certified Sustainable Eyewear (CSE) Award, now in its 3rd edition, created by MIDO in partnership with ANFAO and Certottica, that assesses sustainability in the eyewear industry at an international level. Participants can nominate a pair of sunglasses, eyewear frames or an eyewear case. A panel of expert judges will evaluate the competing products which must have been produced in compliance with the principles of sustainability – recycling of materials, reduced consumption in the production and distribution processes, and maximization of the supply chain are some of the criteria the jury will use to determine the winners.

Up to 15th January, MIDO exhibitors can also nominate their stands for participation in the Stand Up For Green Award, that recognizes the most sustainable stand in terms of itsfocus on environmental impact and use of materials. The award grew out of the idea to acknowledge a commitment to safeguarding the environment and emphasis on good practices for sustainable living. The jury will base its decision on stand display, level of innovation, originality and the ability to convey a positive message to the public about the importance of green choices for the future of humanity and the planet.

Through 8th January, opticians from around the world can apply to participate in the Best Store Award, which this year is in its 10th edition. It recognizes the best international optical shop and is divided into two categories: Design and Innovation. An international jury composed of design and retail experts, managers, creative directors, journalists and designers will decide the winners based on outstanding shopping experience, atmosphere, furnishings, and materials, or a special layout of the retail space (for the Design category); and for digital and traditional communications, interaction, customer services offered, as well as the history of the store and its human and emotional qualities (for the Innovation category).

MIDO launches “REFOCUSING ON HUMANS”,
the new communication campaign shot by Uli Weber

Opening of visitor and press registration also announced

Milano, 20 September 2024 – Refocusing its priority on people and celebrating the return of value (and to the values) of human creativity: this is the message MIDO aims to convey with the photos taken by internationally acclaimed photographer Uli Weber.

Starting today, on our website, registration is open to visitors and journalists planning to attend the exhibition, set to take place at Fiera Milano Rho from February 8 to 10, 2025. And, once again, it is proactively bucking trends with a new communication campaign. With “Refocusing on Humans”,MIDOis emphasizing human creativity and its artisanal capacity to create beauty.

In 2023,when there was much talk about artificial intelligence but still few who were actually using it, MIDO launched the pioneering campaign “Spheres - The Eyewear Universe”, the first in the industry to use AI to create images. Now, while many are applying this technology, MIDO foresees an urgent need that can already be clearly perceived in society – to relaunch human intelligence and its ability to produce new ideas.

With these objectives, for the third consecutive season, creative direction of the campaign was entrusted to Max Galli, in collaboration with Mixer Group. “I imagined an idea of beauty that could grow out of the palpable, material know-how that only the “hearts” and “hands” of the true artisans of eyewear know how to convey,” observed Max Galli.“A visual and conceptual message that diverges from the artificiality of the many intelligences that populate our current reality and that returns humans to the central role.”

Thus arose the idea of a collaboration with a photographic artist, Uli Weber, known internationally for his captivating work in the worlds of fashion, advertising and portraiture. German by birth, Weber mastered his art in Italy, where he developed the ability to create profoundly dramatic images that combine mystery, romanticism and glamour. His photographs are famous in the world of Fine Arts and have been exhibited in museums around the globe.

Intercultural and sophisticated, “Refocusing on Humans” 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.

Starting today visitor registration is open. Last year, more than 40,000 attended from 160 countries. Simply complete the form on the official website by clicking on this link https://www.mido.com/en/entry-pass. Journalists can register here https://www.mido.com/en/press-registration.

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  X@MIDOExhibition and Linkedin https://www.linkedin.com/company/mido/posts/.

MIDO 2025 | Refocusing on Humans
Agency: Mixer Group
Creative and Art Direction: Max Galli
Photo: Uli Weber
Copy: Sara Lometti
Productions: ARTalents
Account Director: Martina Vailati