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 MILAN 2027
The Global Eyewear Industry Meets in Milan
February 6-8, 2027
Fiera Milano, Rho
MIDO 2027 returns to Fiera Milano Rho from 6 to 8 February 2027, bringing the international eyewear industry together for three days of design, technology, innovation and business.
Halls
Exhibitors
Visitors
Recognised as one of the world’s leading eyewear exhibitions, MIDO Milan represents the complete optical supply chain. Eyewear brands, independent designers, lens manufacturers, machinery specialists, material innovators, distributors, opticians and buyers from across the globe gather in Milan to discover the collections, technologies and ideas shaping the year ahead.
The latest edition attracted approximately 42,000 visitors from more than 160 countries, alongside around 1,200 exhibitors. Spread across seven halls and several specialised exhibition areas, MIDO offers an unmatched overview of the global eyewear market.
From new frame collections and advanced lens technology to manufacturing machinery and retail innovation, MIDO 2027 is where the eyewear world comes to see, be seen and do business.
'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. '
What Is MIDO 2027?
MIDO Milan 2027 is an international trade show for the optical and eyewear industries, taking place at Fiera Milano Rho in Milan, Italy.
For more than 50 years, MIDO has connected the creative, commercial and technical sides of eyewear. The event covers fashion frames, independent eyewear, sunglasses, lenses, machinery, raw materials, components, optical equipment and retail technology.
The show is created for industry professionals, including opticians, optometrists, buyers, distributors, agents, designers, manufacturers, journalists and suppliers.
For visitors, MIDO provides direct access to thousands of products and hundreds of companies in one location. For brands and manufacturers, it creates an international platform for launching collections, meeting clients and developing new markets.
MIDO 2027 Dates, Venue and Opening Hours
MIDO 2027 will take place from Saturday 6 to Monday 8 February 2027.
The event will once again be held at Fiera Milano Rho, the large exhibition centre situated outside central Milan. The venue is connected to the city by metro and railway services through the Rho Fieramilano station.
| Event | MIDO 2027 |
|---|---|
| Date | February 6–8, 2027 |
| Venue | Fiera Milano Rho |
| Location | Milan, Italy |
| Focus | Eyewear design, independent brands, lenses, optical technology, manufacturing, materials, machinery and industry innovation |
| Visitor profile | Opticians, optometrists, eyewear buyers, distributors, agents, designers, manufacturers, suppliers and optical industry professionals |
| Access | Industry-only trade event |
More news on MIDO
Sergio Cereda Eyewear Design Award 2027 Opens
The Sergio Cereda Eyewear Design Award 2027 is now open for applications, inviting the next generation of eyewear designers to explore “The DNA of Design” through a complete three-piece optical or sunglass collection. Winners will be announced during MIDO 2027 in Milan.
MIDO 2026 Review // Trends, Technology and Global Momentum
In this MIDO 2026 review, we look back at a show that matched last year’s strength while expanding its global reach. From AI-driven design to bio-based materials and the launch of Eyewearland, Milan once again proved why it remains the international meeting point for the eyewear industry. Business was concrete, conversations were strategic, and the momentum toward 2027 has already begun.
MIDO 2026 // Inside The Vision Stage Programme
In Hall 1 at MIDO 2026, the eyewear industry pauses to listen. The Vision Stage brings leadership, data, sustainability and global context into focus.
Must See at MIDO Milano 2026 // Independent Eyewear Highlights
MIDO Milano 2026 brings independent eyewear into sharp focus. This Must-See selection highlights brands that define design integrity, craftsmanship, and long-term vision, from technically driven innovators to heritage-led ateliers. It is not about seeing everything, but about seeing the right things. These are collections that deserve time, conversation, and a closer look, offering opticians meaningful discoveries rather than surface noise. Use this guide as your compass on the show floor, and let instinct lead you toward the frames that truly matter.
MIDO 2026 // Exhibitor List, Halls and Highlights
With the MIDO 2026 exhibitor list now online, the shape of the next edition is clear. From redesigned halls and a strengthened Design area to the Vision Stage, awards and exhibitions, Milan prepares for three days where independent eyewear, innovation and global dialogue come together.
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 // The Global Eyewear Stage Returns
Milan once again becomes the epicenter of the global eyewear industry as MIDO 2026 opens its doors. From international manufacturers and independent designers to opticians, buyers and start-ups, the show brings together the full supply chain under one roof. With a strong focus on innovation, sustainability, education and future-facing dialogue, MIDO continues to shape how eyewear is designed, produced and experienced worldwide.
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.
Discover the Complete Eyewear Industry
The scale and variety of MIDO make it one of the most important annual events on the optical calendar.
Major international eyewear companies exhibit alongside independent labels, emerging designers and specialist manufacturers. Visitors can move from established commercial collections to experimental design, advanced lens technology and high-precision manufacturing equipment in a single day.
The Fashion areas present international brands and major eyewear producers, while the design-focused halls reveal a more creative and independent side of the industry. These sections are often where opticians discover new labels, unusual materials and collections with a strong visual identity.
MIDO also dedicates considerable space to lenses, laboratory technology, optical instruments, components and machinery. This allows visitors to explore not only the finished product but also the technology and craftsmanship behind it.
For designers and brands, the manufacturing areas offer opportunities to meet suppliers, examine new materials and discover production techniques that may influence future collections.
Independent Eyewear at MIDO Milan
For independent opticians, one of the strongest reasons to attend MIDO 2027 is the opportunity to discover brands that can differentiate their stores.
A frame cannot be judged fully from a screen or catalogue. At MIDO, buyers can feel the material, inspect the construction, assess the proportions and meet the people behind each collection.
Those conversations often reveal far more than a line sheet. They offer insight into the philosophy, production methods and commercial direction of a brand, helping opticians decide whether it truly fits their store and clientele.
The independent sections also give emerging designers access to an international professional audience. A first meeting in Milan can lead to a new retail account, an agency agreement or distribution in an entirely new market.
Where Eyewear Business Happens
Although MIDO is visually impressive, its real importance lies in the business taking place inside the halls.
Collections are launched, orders are written and distribution agreements are discussed. Brands meet existing clients while searching for new partners. Agents explore territories, manufacturers present new capabilities and buyers build the assortments that will shape their stores.
Because MIDO attracts visitors from more than 160 countries, companies can reach multiple markets during one exhibition. This international concentration makes the show particularly valuable for brands seeking growth beyond their domestic market.
It also allows visitors to understand the wider direction of the eyewear industry. Design movements from Europe, manufacturing expertise from Asia and retail developments from international optical markets all come together in Milan.
Eyewear Trends and Innovation
As one of the first major international eyewear shows of the year, MIDO plays an important role in revealing new trends.
Visitors can expect to see new colours, materials, frame shapes and construction techniques across the exhibition floor. Some collections respond to developments in fashion, while others are driven by advances in technology, sustainability or manufacturing.
The show also reflects changes within optical retail. Personalisation, artificial intelligence, digital tools, responsible production and the evolving role of the independent optician are increasingly important parts of the industry conversation.
MIDO brings these developments together, allowing professionals to judge which ideas offer genuine creative, technical or commercial value.
Education, Awards and Industry Insight
MIDO extends beyond the exhibition stands through a programme of talks, presentations, awards and professional discussions.
The Vision Stage traditionally hosts conversations about design, sustainability, communication, technology, leadership and market developments. Industry experts and creative leaders share insights into the challenges and opportunities facing eyewear professionals.
MIDO’s awards also recognise achievements in eyewear design, retail presentation, innovation and responsible business practices.
These programmes provide valuable context to the products presented throughout the halls and help visitors understand where the industry may be heading next.
Why Visit MIDO 2027?
MIDO 2027 offers opticians and buyers a rare opportunity to experience the international eyewear market in one location.
Visitors can discover new collections, compare suppliers, meet designers and strengthen professional relationships. They can explore established brands while leaving space for unexpected discoveries among emerging labels and smaller independent companies.
For eyewear brands, MIDO provides international visibility and direct access to buyers, distributors, agents, journalists and industry leaders. It is a place to launch products, enter new markets and reinforce existing partnerships.
For manufacturers and technology companies, the event offers a global stage for demonstrating innovation and connecting with the businesses that will use it.
Most importantly, MIDO remains a physical meeting place for an industry built on personal relationships. Many of the partnerships that begin in Milan continue long after the exhibition closes.
Milan: The International Capital of Eyewear
Milan is a natural home for MIDO.
The city’s influence in fashion, architecture and industrial design creates the perfect setting for an event where aesthetics, technology and craftsmanship constantly intersect.
After the show closes, the eyewear industry continues to meet throughout Milan. Dinners, launches, showroom visits and informal gatherings allow relationships to develop in a more relaxed atmosphere.
For three days in February, the city becomes the international capital of eyewear.
Frequently Asked Questions About MIDO 2027
When is MIDO 2027?
MIDO 2027 takes place from 6 to 8 February 2027.
Where is MIDO 2027 held?
The event is held at Fiera Milano Rho in Milan, Italy.
Who can attend MIDO?
MIDO is a professional trade show for opticians, optometrists, buyers, designers, distributors, agents, manufacturers, suppliers and other eyewear industry professionals.
What can visitors see at MIDO?
Visitors can discover prescription eyewear, sunglasses, lenses, independent brands, optical equipment, raw materials, machinery, components and manufacturing technology.
How many exhibitors attend MIDO?
The latest edition featured approximately 1,200 exhibitors and welcomed around 42,000 visitors from more than 160 countries.
