Sergio Cereda Eyewear Design Award 2027
Emerging eyewear designers are invited to explore the DNA of Design through a complete three-piece collection for MIDO 2027.
Applications are now open for the 2027 Sergio Cereda Eyewear Design Award, inviting the next generation of eyewear designers to explore one of the most essential questions in design:
what gives a design its identity?
Presented during MIDO 2027, taking place from 6 to 8 February 2027 in Milan, the international eyewear design award celebrates creativity, innovation, craftsmanship and strategic brand thinking. More than a design contest, it asks young talent to look beyond the frame itself and consider the deeper language behind an eyewear collection.
The award honors the legacy of Sergio Cereda, the legendary eyewear designer known for his ability to understand the DNA of a brand and translate it into collections with clarity, purpose and commercial strength.
Founded by Harvey Ross and presented in partnership with the Ross Viva Family Foundation, MIDO | Milano Eyewear Show and the Cereda Family, the competition continues to connect education with industry, giving emerging eyewear designers an international stage at one of the most important eyewear events in the world.
The DNA of Design
The theme for 2027 is “The DNA of Design: Eyewear Reimagined.”
For this edition, participants are invited to think about eyewear through the lens of identity, storytelling and purpose. Entrants may reinterpret the design philosophy of an existing brand, movement or aesthetic, or develop a completely original concept of their own.
The challenge is not to copy an existing look, but to understand what makes a design language recognizable. What does a brand stand for? Who is it speaking to? Which materials, shapes, proportions and emotions define its world?
The result should be eyewear with a clear point of view, where design, lifestyle, material awareness and emotion come together in a way that feels cohesive and meaningful.
From Single Frame to Full Collection
For 2027, the Sergio Cereda Award introduces an updated competition format. Participants will now design a complete three-piece collection, rather than a single frame.
Each applicant must submit either a collection of three original optical frame designs or three original sunglass designs. The frames should work together as a unified collection while showing originality, versatility and a consistent design language.
A one- to two-minute video presentation is also required. In this video, entrants will explain the inspiration behind their collection, their creative process, and how their designs express the DNA of their chosen brand or original concept.
This presentation will play an important role in the judging process, underlining the award’s focus on communication, strategy and storytelling as part of the design discipline.
Understanding Before Designing
For Harvey Ross, the updated format reflects the philosophy that made Sergio Cereda’s work so influential.
“Sergio Cereda understood that exceptional design begins with understanding. Before he ever designed a frame, he immersed himself in a brand’s identity, its customer, its materials, its history, and its purpose. He believed great designers create collections, not just products. This competition reflects that philosophy by challenging students to think strategically, communicate their ideas, and design with authenticity.”
MIDO president Lorraine Berton also emphasizes the importance of context and vision within the competition.
“Sergio Cereda’s legacy reminds us that true creativity begins with understanding identity, purpose, and context before form. Through this competition, we want to encourage the next generation of designers to think beyond objects and to develop a vision capable of connecting design, innovation, and storytelling. Supporting young talent in this journey is part of MIDO’s commitment to shaping the future of the eyewear industry.”
A Growing International Platform
The Sergio Cereda Eyewear Design Award has quickly developed into a respected global platform for emerging eyewear designers.
The 2026 edition attracted more than 120 applications from around the world, including students from leading design institutions such as Istituto Marangoni Milano, Savannah College of Art and Design, LABA Brescia, IED Torino, ITS Cosmo Fashion Academy, Politecnico Milano and Muthesius University of Fine Arts and Design.
By bringing together young designers from different countries and creative backgrounds, this eyewear design competition encourages a more international conversation around the future of eyewear design.
The 2027 Jury
Entries for the 2027 edition will be evaluated by a distinguished panel of industry leaders and design experts, including:
Harvey Ross, Founder of Viva International Group, CEO of Optyx New York and HMR Holdings
Lorraine Berton, President of MIDO | Milano Eyewear Show and ANFAO
Stefania Cereda Oppermann, Design Consultant at EssilorLuxottica
Caterina Cereda, Strategic Consultant and Co-Founder of the Sergio Cereda Archive
David Friedfeld, President of Clear Vision Optical
Giovanni Vitaloni, Founder of VANNI Eyewear
Bruno Palmegiani, Eyewear Designer
Submissions will be judged on creativity, originality, collection cohesion, interpretation of brand DNA or originality of concept, innovation, craftsmanship, material awareness, market relevance, video presentation and overall creative vision.
Awards and Application Deadline
A total of $20,000 USD in prizes will be awarded during MIDO 2027 in Milan.
First Place will receive $10,000 USD, Second Place $5,000 USD, Third Place $3,000 USD, and Fourth Place will receive $2,000 USD as the Harvey’s Choice Award.
Applications for the Sergio Cereda Eyewear Design Award 2027 are now open and must be submitted by 30 November 2026.
The official competition criteria and application are available through the Sergio Cereda Eyewear Design Award application page on the Optyx website. Students, educators and design institutions can also follow @sergioceredaaward on Instagram for application updates, announcements and behind-the-scenes content throughout the submission period.
The winners will be announced and recognized during MIDO 2027, held from 6 to 8 February 2027 in Milan, Italy.
About MIDO
MIDO MILANO 2027
February 6-8, 2027
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 2027 will take place from February 6 to 8 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.
More news on MIDO
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.
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.
