On Saturday, 8 February, the curtains rise on MIDO, the international eyewear show running through Monday, 10 February at Fiera Milano Rho.
The true stars of the show will be the 1,200+ exhibitors from over 50 countries and visitors from 160 nations, including buyers, opticians, entrepreneurs, journalists, and a full spectrum of trade professionals.
MIDO serves as the elite stage for global eyewear, bringing the entire production supply chain into the spotlight—making it the only eyewear show in the world to do so. This platform highlights a system that, in Italy alone, is valued at over €5 billion, employs 19,000 skilled workers, and celebrates every facet of eyewear, fostering business growth and global sales agreements.
“MIDO is just around the corner and this will be my first edition in the role of President; I can’t deny feeling a certain excitement. Over the years, I have experienced MIDO as an entrepreneur and what always amazed me is its ability to transform and elevate itself, adapting to the times and often anticipating market trends.”
“With this edition, we were passionate about carrying forward this concept of ongoing evolution and improvement, constantly responding to the needs and requirements of the many, many professionals around the world who work in this industry. In historic and economic times of great uncertainty, as we are presently experiencing, it is our duty and a necessity to demonstrate to the world the industrial strength and economic power of a healthy, thriving manufacturing sector like eyewear.”
On the eve of its opening, this edition of MIDO is already proving to be a resounding success, with strong participation from exhibitors and an expanded trade show designed to meet the evolving needs of the industry. Compared to 2024, the event features an additional 1,000 m² of exhibit space, spanning seven pavilions and eight distinct exhibit areas. These spaces will host leading fashion brands, independent designers, and manufacturers of lenses, machinery, and accessories, alongside the dynamic Asian group stands.
From every perspective, MIDO is a visual spectacle, not only because it caters to eyewear and vision professionals, but also due to its ever-evolving layout and installations. Each edition is updated to provide exhibitors with a stage designed to inspire wonder and to immerse visitors in a truly awe-inspiring experience.
Key Innovations for This Edition
This year introduces several noteworthy changes:
- Pavilion 6, designed with sustainability in mind, will feature a new piazza, inspired by the timeless charm of Italian villages. This space will house the Academy and the Start-up area, both of which have expanded (+13 exhibitors for Academy, +9 for Start-up).
- Pavilions 2 and 4, home to the Design Area, have been reorganized to accommodate a greater number of exhibitors, increase stand sizes, and welcome numerous new participants.
- Pavilion 4 will also showcase an installation dedicated to DaTE, the contemporary eyewear event set to take place in Riccione from 13-15 September.
- Pavilion 1’s Fashion Square, redesigned for enhanced functionality and accessibility, will serve as the central hub for luxury and high-fashion eyewear brands.
MIDO Awards & Industry Recognition
On Saturday at 5 PM, Pavilion 1’s Fashion Square will transform into the stage for the MIDO Awards ceremony, recognizing excellence across several categories:
- Best Store Award – Honoring optical shops that excel in customer service and shopping experience.
- Stand Up For Green – Celebrating the most sustainable exhibit stand.
- Certified Sustainable Eyewear (CSE) Award – Acknowledging sustainability efforts in eyewear design at an international level.
- Sergio Cereda Design Award – A new award spotlighting emerging Italian talent in eyewear design.
Educational Programs & Industry Dialogues
Beyond showcasing global eyewear, MIDO is also a hub for education and information sharing. The newly renovated Vision Stage in Pavilion 1 (formerly Otticlub) will host workshops, conferences, and roundtables featuring renowned Italian and international speakers.
Saturday Highlights:
- 11 AM – Trends analysis with Alessandra Albarello.
- 12 PM – Color in eyewear with Francesca Valan.
- 1 PM – Press conference featuring Minister Adolfo Urso, unveiling The Lens of Time exhibition at Palazzo Flangini, Venice, an ANFAO initiative celebrating the intersection of innovation and tradition.
Sunday Key Events:
- 11 AM – Oops. I Said It Again, a discussion on inclusion, organized by ANFAO with Paolo Ruffini.
- 1 PM – WGSN presents Future Consumer 2026.
- 3 PM – Eyecare Commission discussion: The Importance of Proper Vision in Sports, featuring Alessandro Costacurta.
- 4 PM – Release of the Optical Monitor market research by GFK for MIDO.
- 5 PM – Shared Visions: A forum on integration between optical and medical fields, organized by Fabiano Gruppo Editoriale, in collaboration with ANFAO, ANFAO Lens Group, Federottica, and MIDO.
Monday Key Events:
- 11 AM – ANFAO-led discussion on sustainability and ESG criteria in the eyewear industry.
- 12 PM – STEPIC Innovations 2026 presentation on the 12 key trends shaping the world in 2026, curated by WGSN.
The full event calendar is available on the MIDO website: MIDO 2025 Vision Stage.
Digital & Networking Opportunities
In addition to the in-person experience, MIDO extends its reach through a range of digital tools:
- MIDO App – Enhancing event planning and post-show networking.
- Website – Offering exclusive content for visitors and exhibitors.
- Social Channels – Featuring real-time updates, insights, and behind-the-scenes content.
Event Logistics & Registration
- Location: Fiera Milano Rho, Strada Statale del Sempione 28
- Dates: Saturday 8th – Monday 10th February
- Opening Hours:
- Saturday & Sunday: 9 AM – 7 PM
- Monday: 9 AM – 6 PM
Accreditation:
- General attendees can register at: Entry Pass Registration
- Journalists can register at: Press Registration
Stay Updated
For the latest MIDO news, visit the official website: MIDO Official Site
About MIDO
MIDO MILANO 2025
February 8-10, 2025
Fiera Milano, Rho
MIDO Milano Show 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.
Square meters
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. '
The next edition of MIDO will take place from Saturday 8th to Monday 10th February 2025 at Fiera Milano Rho. The team is already working on the new communication campaign with the aim of once again fascinating its audience and strengthening brand awareness internationally, thanks to unique, creative, engaging messages.
More news on MIDO
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 // 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.
MIDO 2025 // Three Weeks to Go!
Now online, the calendar of events and list of guests at The Vision Stage, the innovative space for information and training at MIDO pavilion 1
MIDO 2025 // A Bold Leap Forward
MIDO, the leading international eyewear tradeshow, is gearing up for its 2025 edition with groundbreaking innovations across its exhibition layout, digital tools, and educational offerings. These enhancements promise to deliver an unparalleled experience for exhibitors and visitors alike, showcasing the future of the eyewear industry.
MIDO 2025 // Refocusing on Humans
Refocusing its priority on people and celebrating the return of value (and to the values) of human creativity: this is the message MIDO aims to convey with the photos taken by internationally acclaimed photographer Uli Weber.
Mido // Lorraine Berton takes over from Giovanni Vitaloni
Lorraine Berton, now ANFAO President, also became president of the subsidiary IES Srl, including the international MIDO Milano Eyewear Show.
MIDO // Spheres campaign wins Mediastars award
For the second year, mido takes first prize in the Mdiastars press section with its “spheres” communication campaign. The campaign, developed by Max Galli in partnership with mixer group, was the first in the trade show industry to be created with artificial intelligence
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...
