Are you ready to live the best of “The Eyewear Universe”?
At Mido 2024, your presence is going to offer you the chance to be part of a creative, inspired, and passionate community and, most of all, it will give life to fundamental chances to let your business grow!
We look forward to seeing you at Fiera Milano, Rho from 3 to 5 February to show you the latest news from the world of eyewear!
Sign up for the award created by MIDO, in collaboration with ANFAO and Certottica, which assesses sustainability in the eyewear sector at an international level.
Certified Sustainable Eyewear (CSE) Award will be given to 6 categories of winners by a jury of experts who will assess, among MIDO exhibitors, the ability to implement concrete actions for sustainability.
If you think you can compete on an international level for this kind of production capacity in the ‘Sunglasses’, ‘Frames’, or ‘Cases’ categories, apply and enhance your best practices!
About MIDO
MIDO is where the world of optics meets, where the best the industry has to offer in terms of trends, innovation, design, sustainability and creativity is on display, in a setting where deals are made, and sales closed.
Starting the end of September, visitors can register on the MIDO website for the forthcoming edition of the most international eyewear show, set to take place at Fiera Milano Rho February 3rd to 5th 2024.
As MIDO has consistently ridden, and often anticipated, the wave of new trends, for this new 2024 edition MIDO introduces ‘Spheres’, the new campaign created with artificial intelligence, combining human creativity with the innovative power of Artificial Intelligence, the first trade show campaign to be developed with this technology.
The claim chosen for the campaign is “The Eyewear Universe”, presented graphically through spheres that shape the images and are part of a new universe. Planets of different sizes and colours create the backdrop for iconic style personalities, helping to create a fantastic world: of eyewear.
Now in its XXVII edition, the Mediastars advertising award is granted every year to the best Italian campaigns, recognizing and enhancing the professionalism and talent of those working in the field of communication in Italy.
The collaboration with Max Galli and Mixer Group continues this year with the new worldwide campaign of the MIDO 2024, SPHERES – THE EYEWEAR UNIVERSE: it is the first campaign of an exhibition, to be created by integrating human creativity with the innovative power of Artificial Intelligence.
More news on MIDO
MIDO 2026 // Where the Future of Eyewear Awakens
The MIDO eyewear exhibition 2026 returns to Milan as the key global moment where the future of eyewear is revealed. Across seven pavilions, visionary brands and emerging global eyewear trends set the tone for the year ahead.
MIDO 2026 // Registrations and Awards Now Open
The countdown to MIDO 2026 has begun, with registrations now open for visitors and journalists. Alongside the event comes the highly anticipated MIDO 2026 Awards, including the CSE Award for sustainable eyewear and the Best Store Award, celebrating innovation and design in optical retail. With last year’s show drawing over 42,000 professionals, MIDO 2026 promises to once again set the stage for creativity, sustainability, and global collaboration.
Sergio Cereda Award // Expands to Global Design Schools with $10K Prize
The Sergio Cereda Eyewear Design Award, now open globally, invites top design students to compete for $10,000 and be honored live at MIDO 2026. A new global spotlight on tomorrow’s eyewear talent.
MIDO // “Refocusing on Humans” campaign wins at Mediastars
MIDO’s “Refocusing on Humans” campaign scores a triple win at the Mediastars Awards 2025. The Milano Eyewear Show proves again that great communication and human-centered storytelling go hand in hand.
DITA Lancier // TEFtalk with Dita VP Drew Oppermann
In this TEFtalk interview, we meet Drew Opperman of DITA Eyewear at MIDO in Milan to explore the sleek DITA-Lancier collection—high-performance eyewear for land, sea, and air, refined through DITA’s signature luxury design.
Rolf Spectacles // Winner CSE Award 2025!
Austrian eyewear manufacturer Rolf Spectacles wins the prestigious CSE award for Certified Sustainable Eyewear for the second time in a row!
MIDO 2025 // Let the show begin
LET THE SHOW BEGIN: CURTAINS RISE ON THE 53RD EDITION OF MIDO
Business, Made in Italy, innovation, trends and continuing education are the keywords for the eyewear show in Milan
MIDO 2025 // Welcome from President Lorraine Berton
MIDO is a place where all is shaping up.
It is the perfect gathering point for the industry to meet in order to do business, compare notes, and share experiences
MIDO 2025 // Top10 Must-See Brands
MIDO 2025 in Milan is set to impress, covering an enormous 120,000 m² across seven halls and featuring over 1,200 brands. With so much to see, finding the true “cherry” brands can be overwhelming. That’s why we’ve curated this Top 10 Shortlist of must-see independent eyewear brands to help you uncover the best of the show. Let us guide you to the hidden gems you won’t want to miss!
OWA // Breaking Optical Barriers
The Optical Women’s Association (OWA) is excited to announce an OWA Global Event at MIDO in Milan, as expansion plans continue to reach out to women in the optical industry internationally.
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