MILAN—MIDO's Digital Edition, a virtual platform of exhibitors, special presentations and guest speakers, opens today, June 5 running through June 7. The exhibition's organizers have revealed the digital platform's full agenda, much of which will explore what the future of the industry might look like, blending a mix of perspectives and discussions among industry executives, leading authors, designers, trend experts, officials and other guests. The show's digital platform will also house a trade section that puts buyers and exhibitors in contact. It is designed, organizers said, " to offer a new 360-degree format to guarantee an innovative experience for business-to-business exhibitors and attendees." 

In a letter sent to the Digital program participants, Giovanni Vitaloni, president of  MIDO said, "As you are aware, the in-person edition of MIDO cannot be held this year and, to meet face-to-face, we will have to wait until February 12, 2022. Meanwhile, to send a powerful, positive message, we created an innovative digital platform that will host the MIDO 2021 | Digital Edition from June  5th to 7th." As Vitaloni explained earlier this year, "If the whole world cannot be in Milan, then Mido is going all over the world. A formula that allows everyone to participate and to safeguard two of our fundamental qualities: internationality and concrete business opportunities. We have conceived the virtual Mido and the platform as key hubs to maintain and develop, at such a complex time, one of the most strategic sectors for the global economy."

In the course of the three days, there will be 30 events, 60 guests and over 400 showcase pages that will focus on the international business opportunities of the new format. The MIDO Digital Edition full agenda PDF can be downloaded here.

To open the event on June 5th at 10:30 a.m. (CSET), the Mayor of Milan, Giuseppe Sala, and the president of ICE, Carlo Ferro, will be greeted by Vitaloni. A "Wonders Are Ahead"  discussion will include a special guest, photographer Albert Watson, who will talk about the change taking place in the world and the new ways of seeing everything around us. Also taking part in this discussion will be: Fabrizio Curci, chief executive officer and general manager of Marcolin, Barbara De Rigo, chief marketing officer of De Rigo Group, Satoshi Otsuki, president and chief operating officer Europe of Charmant, Mik Somers, founder and co-owner of Theo and Nicola Zotta, president and CEO of Marchon Eyewear Inc.

On June 6th, a "MIDO Mashup" will feature guests such as chef Massimo Bottura, designer Fabio Novembre, photographer Albert Watson.

Fashion and design will be at the center of this discussion, involving stars from different worlds, together with four established representatives of the fashion world including Giovanni Lo Faro, CEO MODO, Amelie Morel, Morel communications director, Harvey Moscot, president and Zack Moscot, creative director of MOSCOT, Saskia and Hans Stepper, founder and creative director of Stepper Eyewear Limited and four eyewear designers (Sergio Eusebi and Livio Graziottin, founders of Kuboraum, Patrick Hoet, founder of HOET; Henrik Lindberg, founder, CEO and creative director of Lindberg). Representing the press will be Marge Axelrad, Vision Monday, Jordan Chun, V. Magazine, Rosemarie Fruhauf, Optic und Vision and Gregory Han, Design Milk.

A session will examine the history of optics, a review of consumer trends from the Future Consumer 2022, a session on Millennial and GenX Priorities, forecasts for shopping behavior this year and three events examining sustainability and sustainable materials. Presentations on Eyesight and Safe Driving and Smart Working and low vision will also be on the agenda on Monday, while others will look at the world of independent brands and the digital revolution.  

The BeStore award returns for the digital event on June 6, recognizing the best optical practices. In addition to the design and innovation accolades granted by the panel of judges, a Your BeStore award will also be presented, based on votes cast by attendees.
All updates on the event will be available online on the website and the official social media channels, using the hashtag #livethewonder.