MIDO // Transforming the Wonder

CRAVING MIDO, ready to restart and to transform the Wonder into a new beginning

Starting today, Wednesday, October 6th, visitors to the international eyewear show ‒ buyers, designers, entrepreneurs, opticians, ophthalmologists and eyewear supply chain professionals ‒ can register for the forthcoming edition MIDO, set to take place February 12-14, 2022.

The premier global B2B eyewear show is coming back, with in-person participation in complete safety at Fiera Milano Rho, for a not-to-be-missed industry event. New trends, materials, sustainability, innovation and the future will be the foremost topics of interest. MIDO is not just a special platform and international hub for design, fashion, culture and business, it is also a primary resource that narrates an entire industry, a strategic segment for the Italian economy, a place to reflect upon and reconsider eyewear in all its aspects and meanings, a showcase certain to dazzle the end-user audience.

The 2022 edition will be distinctive and unforgettable for everyone who participates in the event. There will be encounters with distinguished guests, awards, honors and previews in the pursuit of “craving a new beginning”. The event will also be complemented by the MIDO 2022 I DIGITAL EDITION, the digital platform launched in June 2021 that helps boost a beneficial connection between the physical and digital worlds.

The craving for renewal and creativity begins with the new 2022 campaign ‒ dynamic, interactive and in real-time, complete with augmented reality, employed for the first time by an eyewear trade show ‒ based on the “CRAVING MIDO” claim. It is divided into 4 volumes. Just scan the QR code to view the star players and their stories.

  • Modern headsets and helmets are very tight-fitting and leave little or no room for eyewear. Since 2013 we’ve been the only company to offer sunglasses that truly fit under helmets and headsets without any pressure or pain. We’re really excited to finally offer the same amazing fit with prescription eyeglasses too!

In honor of MIDO 2022, WMIDO magazine is already online on the show’s website. Redesigned to provide detailed information, it is dense with content that ranges across the universe of eyewear while also taking a closer look, open to the parallel worlds of fashion and design.

Read more about this show on TEF Magazine or visit their website.


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Author: maarten weidemaAfter being a freelance eyewear designer since 1999, TEF founder Maarten Weidema now solely writes about his fellow designers in the optical industry. His passionate mission is to promote independent eyewear to the international optical arena, backed up by a large group of bloggers and journalists from all over the world. He has recently been awarded "International Optical Personality of the Year", "Leading Innovator in Optical Social Media Marketing", "Social Media Marketing Company of the Year" and received several awards for "best eyewear blog" for his efforts to promote independent eyewear to a community of 517.000 eyecare professionals.

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