Mido Organizers Prepare for Activities at the Upcoming March Show and Events Throughout Milan


Cirillo Marcolin, president of ANFAO
and Mido.

MILAN—Organizers of the upcoming Mido exhibition, to be held here, beginning Saturday, March 1 through Monday, March 3, at the Fieramilano Rho-Pero center, are preparing for the 44th edition of the international optics, optometry and ophthalmology exhibition with a new show layout and several events that are designed to “extend” the show and eyewear’s awareness throughout the city of Milan with some special events and additional exhibitions.

Show organizers will not project attendance yet, but cite the increased number of visitors at the 2013 edition of the fair, which reflected a 3 percent increase over the 2012 fair. Some 60 percent of 2013 attendees came from 40 countries outside of Italy. The 2013 Mido included 1,100 exhibitors from around the world.

Cirillo Marcolin, president of ANFAO and Mido said,” We are pleased to announce that a considerable number of exhibitors are returning (including Rodenstock, Essilor and Logo, just to name a few) and important big names have also confirmed that they will be at Mido, many of whom have increased their space. No fewer than 120 new businesses will make their debut at Mido—small and medium enterprises that have made Mido their preferred venue for getting themselves known to and appreciated by buyers from all over the world.”

The 2014 show will include once again the Mido Design Lab featuring eyewear exhibitors offering leading-edge design and the Fashion District, a unique space hosting the top players in the eyewear world. Technology is focus of Mido Tech, the world’s biggest exhibition dedicated to machinery, raw materials and components. Exhibitors will also be grouped in the Asian Pavillion and the Lens Pavillions.

Organizers will also repeat the “Train for Mido” again this year, a free transport dedicated to opticians from other parts of Italy who will have a Frecciarossa train at their disposal. Leaving Rome on Sunday, March 2, the special train will stop at Florence and Bologna and in just over 3 hours arrive at the Rho-Fiera station inside the exhibition district. The train will return to Rome during the evening of the same day. This free service for Italian opticians can be booked on www.mido.com.

Returning in 2013 is also the special exhibition of “Out of Mido,” which debuted in April last year and offers an opportunity for eyewear companies to raise their profile to others in the design field. It will be held again, a special exhibition highlighting the ranges of participating eyewear firms to the audience of Milan’s prestigious Saloni Del Mobile, the international furniture and design fair, held in April. Sixteen eyewear companies took part last year and registration for the 2014 event is open until Jan. 31. Out of Mido is described as “a visibility tool for designer eyewear, providing an orientation toward end-consumers who are passionate about design and have an eye for detail.” It will be held this year in the Tortona area of the centrally-located Opificio 31 showroom. Noted Marcolin, “It is the intention of Out Of Mido to provide designer eyewear with the proper setting—outside the exhibition event—in a context that is more appropriate for the public at large.”

Also new for this year’s Mido is a special initiative, tying in the city of Milan to the Mido event. Noted Marcolin, “For the first time, Milan will be colored … Mido. This new Midounvolto event will animate the city center and aims to bring consumers closer to the world’s most important fair dedicated to eyewear.” It will be a collaboration between Mido and the master MiMeC Bocconi, an important university in Milan. Marcolin said the details of the event are still being kept secret for now, but it will target the general public. A number of “clues” will appear in the city accompanied by real and virtual happenings. “ The entire city will be involved. And we are most excited about this project,” he said.