REFOCUSING ON HUMANS
Refocusing its priority on people and celebrating the return of value of human creativity: this is the message MIDO aims to convey with the photos taken by the internationally acclaimed photographer Uli Weber.
Registration is now open to visitors and journalists planning to attend the exhibition, set to take place at Fiera Milano Rho from February 8 to 10, 2025. And, once again, it is proactively bucking trends with a new communication campaign.
With “Refocusing on Humans”, MIDO is emphasizing human creativity and its artisanal capacity to create beauty.
In 2023, when there was much talk about artificial intelligence but still few who were actually using it, MIDO launched the pioneering campaign “Spheres – The Eyewear Universe”, the first in the industry to use AI to create images. Now, while many are applying this technology, MIDO foresees an urgent need that can already be clearly perceived in society – to relaunch human intelligence and its ability to produce new ideas.
With these objectives, creative direction of the campaign was entrusted to Max Galli, in collaboration with Mixer Group.
"We're really proud of the range of exciting new brands we've attracted to the show this year. Their presence and that of our existing brands, many of which have been on this journey with us from the start, reflects the vibrancy and innovation within our thriving industry. It's inspiring to see this area of the exhibition growing from strength to strength, showcasing the very best in optical design, technology, and craftsmanship. "
Thus arose the idea of a collaboration with a photographic artist, Uli Weber, known internationally for his captivating work in the worlds of fashion, advertising and portraiture. German by birth, Weber mastered his art in Italy, where he developed the ability to create profoundly dramatic images that combine mystery, romanticism and glamour. His photographs are famous in the world of Fine Arts and have been exhibited in museums around the globe.
“I was immediately moved by the creativity expressed by Max Galli in the new campaign for MIDO and, working on the set, with the whole team, was a beautiful experience.”
“In “Refocusing on Humans”, I used bodies to create human sculptures that allude to the world of eyewear, where the hands “frame” the models’ eyes and direct the viewers’ attention, refocusing the glances in an ongoing exchange between spectator and subject. I find the result is a sophisticated but, above all, highly communicative image. I am grateful to Max for having invited me to be part of this project, and to MIDO, that allowed me to do it: we celebrated human beings, but also the expressive power of the eyes, true protagonists of our daily lives.”
Intercultural and sophisticated, “Refocusing on Humans” will appear globally in print and on the internet and will be developed around more than one subject, to be revealed in the coming months.
Starting today visitor registration is open. Last year, more than 40,000 attended from 160 countries. Simply complete the form on the official website by clicking on this link.
About MIDO:
MIDO MILANO 2026
January 31 - February 2, 2026
Fiera Milano, Rho
MIDO is the leading event in the eyewear industry, an exceptional event that has been at the heart of business and trends in the eyewear world for over 50 years.
Halls
Exhibitors
Visitors
It is the only event in the world where you can find all the players in the supply chain: from frame and lens manufacturers to machinery and raw materials; from large multinationals to small innovative companies; from well-known or emerging designers to start-ups and accessories. MIDO is a meeting place for business: making contacts, communicating to a large international audience and discovering the latest market trends are just some of the activities possible at the fair. It also hosts numerous initiatives involving personalities from the industry and provides information and multiple services.
'MIDO is a unique opportunity to meet the entire eyewear supply chain, from machinery to lenses, along with frame manufacturers, and from the industry's top name brands to young independent designers. If you're in this industry and deeply passionate about it, you simply cannot miss MIDO. It would mean losing one of the best opportunities available to anyone in this profession.
In addition, discussion and insight into the international market at 360 degrees in an exciting atmosphere of novelty and innovation, with a focus on sustainability at all levels. An event that people in and out the eyewear world simply cannot miss. '
MIDO Milano 2026 will take place from January 1st until February 2nd at Fiera Milano Rho. To register, exhibit and learn more visit their website at www.mido.com, email them at mido@mido.it or call us at +39 02 32673673.
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