MIDO // Unbridled enthusiasm

The international eyewear trade show hosted more than 1,200 exhibitors in the 7 pavilions of exhibit area and welcomed more than 40,000 attendees during the 3-day show, an 11% gain over last year. The upswing was equally distributed among Italian and international participants. The latter, specifically, came from 160 countries, from Asia to the United States and all of Europe.

Visibility in traditional media (newspapers, radio, TV), social networks and digital platforms, in Italy and around the world, is also a measure of success for the eyewear show. This year, approximately 400 accredited journalists attended the show and published more than 150 articles, just during the 3 days of MIDO, in Italian, French, German, Argentine, British, American, Indian and Dutch media outlets, to name only a few.

“Prior to the show opening, we had hoped for an increase in visitors compared to last year. Thanks to everyone’s efforts and the industry’s trust in us each year, we achieved the ambitious goal we had set for ourselves”

Giovanni Vitaloni

President, MIDO

Prior to the show opening, we had hoped for an increase in visitors compared to last year. Thanks to everyone’s efforts and the industry’s trust in us each year, we achieved the ambitious goal we had set for ourselves. Throughout the exhibit area, we witnessed active sales and keen interest by buyers who were here thanks, in part, to our partnership with ITA-Italian Trade Agency, where Made in Italy is synonymous with quality, excellence and transparency. The presence of the entire supply chain ensured vitality and diversity of supply and demand, validating MIDO as the only industry show with this characteristic.”

Giovanni Vitaloni

President, MIDO

Equally important was online activity by the many users interacting in real-time with the show. The social channels reached 50% more people than last year and the event’s content generated more than 2 million impressions. Interactions exceeded 250,000 and 25% more users downloaded the App, a considerable increase in rate of use, thanks also to the new tool for exhibitors that allowed them to log visitors to their stands.

The MIDO 2024 | Digital Edition, with nearly 12,000 subscribers, saw an increase in showcase pages, up from 650 in 2023 to 845 this year, highlighting the extent to which exhibitors consider it increasingly advantageous to combine in-person participation with virtual activity.

Amid the MIDO aisles and stands, sealing deals and networking are the essential added value, the motor that each year drives many companies from all around the world to participate in the Milano trade show.

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.

MIDO is set to take place at Fiera Milano Rho from February 3rd to 5th 2024.

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

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