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.
“MIDO altered the traditional concept of trade fairs, transforming itself into a truly global event, in terms of the exhibits and the happenings around them and also in the area of continuing education (like the Otticlub meetings, available year-round online). It has consistently put its trust in technological and digital innovation and was one of the first shows in the world to develop an app to be used at the fair and to employ augmented reality in an ad campaign.
Today, we welcome the opportunity that Artificial Intelligence offers us to explore the new frontiers of visual communication, knowing full well the extent to which human creativity is irreplaceable and that understanding the new technologies means knowing how to manage them intelligently.”
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.
For the second year in a row, creative direction is by designer and artist Max Galli, in partnership with Mixer Group. Cross-cultural and sophisticated, “Spheres” 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.
In addition to its technological and digital soul, MIDO, as a major international event, also feels a very high responsibility in terms of its impact on the environment. For that, it is particularly sensitive to all those activities that can reduce the consequences that the implementation of such a large event may have on the environment and the community. Trying to limit this impact is not only an opportunity but also a duty, just as it is incumbent upon the organizer to increase the awareness of exhibitors, suppliers, and visitors, and turn them into ambassadors for sustainability. For these reasons, MIDO has decided to take several actions that are not only related with the fair itself but are also concerned more broadly with minimizing the consequences of the event, involving stakeholders, the entire team, and collaborators to share the path toward ISO 20121:2012 certification, which attests to the sustainable management of large events.
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Registration is now open for Mido 2024. We look forward to seeing you at Fiera Milano, Rho from 3 to 5 February to show you the latest news from the world of eyewear!
Mido 2023 communication campaign, “frames”, won the Mediastars award, press category The campaign, conceived by Max Galli in collaboration with Mixer Group, represents a breaking point and a turning point from the past, while still in line with the values that have...
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