Giovanni Vitaloni, president of MIDO/ANFAO, previews what will be the 50th edition of MIDO in Milan.
NEW YORK—The organizers of Mido are finalizing plans for special activities and festivities to mark the 50th anniversary of the international eyewear exhibition to be held in Milan Feb. 29 to March 2, 2020. At a luncheon here last week, some of the plans were revealed by Giovanni Vitaloni, president of Mido/ANFAO. He commented, "It is such an important moment for us to launch the Golden Edition of Mido. I wonder if the founders anticipated that the 50th edition would be held in the year 2020."

Vitaloni reminded attendees that the first Mido was held in central Milan in 1970, with 95 exhibitors showing in 3,000 square meters. Last year, Mido hosted 1,323 exhibitors covering a span of 52,500 square meters at the Rho Pero convention center just outside Milan. MIDO's attendance has grown significantly and in 2019 the show hosted 59,436 attendees, many of whom came to the exhibition from outside Europe.

While 90 percent of Italian eyewear goods are exported around the world, per ANFAO (Italian Optical Goods Manufacturers Associations), the U.S. is the number one export market for the Italian eyewear industry, accounting for 27 percent of exports, at a value of €648 million, Vitaloni pointed out.

For the 2020 edition, labeled "50 Years of Wonder," a packed calendar of events is in the works, designed to involve the entire industry—companies, opticians, buyers, the media and institutions. Among these, two unique books, about the history of eyewear and about the history of the show and trends, are to be debuted. Also on tap are a special event to be held on the Friday evening prior to the show, February 28, in Milan, along with a celebratory party at the show at the fairgrounds on Saturday evening Feb. 29.


ICE New York's Paola Guida and Antonino Laspina.
A new initiative toward sustainability is already underway. The exhibition will reflect a commitment to reducing the environmental impact of the exhibition by promoting, plastic-free policies and responsible use of water, paper, food and power. This plan aims, over the next three years, to obtain ISO 20121 certification, a standard which defines requirements for the management of sustainable events to reduce their harmful social and environmental impacts while contributing to strengthening relations with stakeholders.

Further, "Stand Up for Green," is a new competition that recognizes those who plan and create their own stand by adopting eco-friendly criteria.The winner will receive an award at the Mido fair and will star in a major communication project and website space, where a new dedicated area can be viewed. The special jury panel will consider the following criteria when awarding the prize: general sustainability of the stand, the level of innovation, originality, and the ability to convey a positive message to the public about the importance of environmentally-friendly choices for the future of humankind and the planet.

As in previous years, exhibitors at Mido 2020 will show in five main pavillion areas, including Fashion District, Lenses, Design Lab, More!, Lab Academy, FAiR East and Tech. A Bestore Award will be an international contest to award the best optician/retail center in both the innovation and design categories. And the OttiClub will be the headquarters for learning at the show, a meeting place dedicated to information and education, a congress hall for seminars, workshops, presentations, events and conferences on vision and the optical sector including Mido Outlook research, Optical Monitor and WGSN trends.

Mido marks its 50th edition in 2020.