MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1632) 02.12.22-1
CSE Award – Certified Sustainable Eyewear @MIDO 2023
for the most sustainable glasses and cases

The CSE (Certified Sustainable Eyewear) Award is a prize established by MIDO, in partnership with ANFAO and Certottica, to honor sustainability in the global eyewear industry.

All exhibitors at MIDO 2023 are eligible to participate in this first edition of the award by nominating a pair of sunglasses, eyewear frames or an eyewear case. An international panel of expert judges will evaluate the competing products which, to qualify for a win, must have been produced in compliance with the principles of sustainability.

Recycled materials, reduced consumption in the production and distribution processes, maximization of the supply chain, elimination of waste, degree of recyclability, use of renewable resources and any certifications already achieved, are just some of the criteria the jury will use to determine the first winners in the following 6 categories:

CSE Award Sunglasses Europe
CSE Award Sunglasses Rest of the World
CSE Award Frames Europe
CSE Award Frames Rest of the World
CSE Award Cases Europe
CSE Award Cases Rest of the World

To participate, exhibitors at MIDO 2023 must complete the online form, available from 15 December 2022 to 15 January 2023 in the “Take Part” section of the official website: https://www.mido.com/en/. Starting on December 15th, exhibitors can download the Regulations, review all of the judging criteria and submit their nomination.

"This is a necessary step in the eyewear industry," comments MIDO President Giovanni Vitaloni. In our sector we have companies that have been truly committed and active in the field of sustainability (environmental, social, economic) for a long time: I am thinking of the big players but also independent brands that produce with the lowest possible impact on the ecosystem. I believe that we should get together, taking inspiration from the experience of these companies, improving where possible and keeping up to date in order to make the whole industry grow in this direction, with great professionalism and determination. This award is a fundamental milestone for us, which does not, however, decree the end of this journey, but the stage of a path that began in 2019 and which obtained, for MIDO 2022, the ISO 20121:2012 certification, which proves the sustainable management of major events".

MIDO – Fieramilano Rho, 4-6 February 2023 - for info: comunicazione@mido.it
#MIDO2023 #livethewonder

MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1630) 30.11.22-2
MIDO 2023 | Fly to Milano with an exclusive MIDO 2023 Promo Code!
MIDO 2023
Fly to Milano and join MIDO!


of Contemporaneity, Fashion and Culture

will be shaped with international curiosity, letting ideas
and inspiration circulate freely around the world. An imaginative force that knows no borders will be the creative engine and the professional energy we need to guide this edition of MIDO 2023.

Moving in this direction we have arranged with ITA Airways an exclusive 15% discount on flights to Milano! Purchasing from 9 November to 20 January 2023, make sure you enter the available promo codes and fly to Milano from 28 January to 13 February

2023 with an exclusive discount: up to 15% off the existing rates.

Get your 15% off promo code!

Join us for an even wider
experience than 2022:
6 pavilions, 
one more than the last edition!

Download now your free pass!
MIDO 2023


MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1626) 14.11.22-3

These are the distinctive features of the 51st edition of the international eyewear show set to take place February 4 - 6 at Fiera Milano Rho

Milano, 11th November 2022 – The calendar of events for the forthcoming edition of MIDO, the international eyewear show set to take place February 4th to 6th at Fiera Milano Rho, will soon be available. Countless opportunities for debate, reflection, exchange of ideas and interaction are in the works for opticians from around the world who flock to the show each year in pursuit of the latest innovations and trends in eyewear and, most importantly, ready to finalize sales agreements and conduct business. Only at MIDO will opticians find the entire eyewear supply chain represented – from manufacturers of lenses and machinery to the leading international producers of optical and sun frames, alongside small independent designers. OttiClub is the space where training and conferences with industry professionals are held, while the famous MIDO squares will be enlivened with meetings, conversations, enjoyment and entertainment. 

Visitors who would like to attend the show can register by completing the form on the website   https://www.mido.com/en/entry-pass. Italian opticians can, again this year, take advantage of complimentary train service from Rome, Bologna, Florence and Venice. All of the details will soon be available in the ‘participate’ section on the MIDO website. 

Even though the calendar of conferences, events and meetings during the show is still being finalized, the exhibit areas and pavilions for the next MIDO are certain. In fact, six pavilions at Fiera Milano Rho will host MIDO 2023, one more than at the previous edition. The trade fair also returns to its ‘traditional’ location with stands in pavilions 1 and 3, 2 and 4, 6 and 10. Also confirmed are the exhibit areas – Fashion District, Design Tech, Design Lab, Lenses, FAiR East, Tech, Lab Academy and Start Up. The latter, introduced last year, will host emerging players at an eco-sustainable stand made with recycled and recyclable materials, in keeping with the show’s environmental accountability program begun in 2019. Also dedicated to the newest brands is a space promoted by ITA (Italian Trade Agency for the international promotion and internationalization of Italian businesses) and by MIDO, that will showcase the work of start-ups selected by ITA.

Exhibitors from around the globe, arriving from Europe (France, Germany, Spain, etc.) as well as from the UK and USA, to mention just the top countries, have already reserved their space at MIDO, reaffirming the show’s international reach. Excellent response also from Asian businesses that are returning this year to the area dedicated to their products. “We are extremely pleased with the participation by Asian countries, especially China, Hong Kong, Taiwan, Japan, South Korea, India, Malaysia and Thailand, that, despite the still-high Covid restrictions, will exhibit at the forthcoming edition of the show, remarked Giovanni Vitaloni, President of MIDO. Last May, as we closed the doors of MIDO 2022, we were determined to bring back the Asian exhibitors and, in spite of the difficult international situation, we are achieving our objective, another sign of the international appeal of the Milanese eyewear show.” 

MIDO also means active participation by the visiting public. In fact, nominations are open for the BeStore award, decided by an international jury of experts and presented to optical centers that offer the best shopping experience, in the ‘Design’ category, and the most outstanding customer service, in the ‘Innovation’ category. To nominate your stand, complete the form available at the following link:  https://www.mido.com/en/bestore-award no later than January 9, 2023. Now in its 2nd edition, the Stand Up for Green award will also be presented at MIDO 2023, in recognition of the most sustainable stand, in terms of focus on environmental impact and use of materials. To nominate your stand, please complete the form on the website by January 15, 2023: https://www.mido.com/en/stand-up-for-green. Award winners will be announced during MIDO 2023.

An earlier appointment with MIDO 2023 is set for November15, when the third subject of the new FRAMES campaign, designed by Max Galli in partnership with the Mixer Group, will be presented. Following the “New frames of contemporaneity” and “New frames of fashion”, the moment has arrived for the “New frames of culture”. The fourth and final campaign subject will be presented on December 15, 2022. 

Show organizers are putting the final touches on some other innovations that will be revealed in the coming weeks. All updates will be available on line on the event website www.mido.com and on the official social channels: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and LinkedIn.

MIDO will take place at Fiera Milano (Strada Statale del Sempione 28 - Rho), Saturday 4th and Sunday 5th February from 9 am to 7 pm, and Monday, February 6th from 9 am to 6 pm. 

#MIDO2023 #livethewonder

MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1625) 09.11.22-4
MIDO 2023 | Discover trends and inspirations on our social channel!
MIDO 2023
Discover trends and inspirations!

Fashion is the ability of a desire

to become a collective desire,

transforming aesthetic into taste, an idea into

inspiration, and a group of people into community.

Be part of ours and find new ideas on MIDO channels!

Follow us on our social pages!

Being there, exchanging your

perspectives with other professionals,

and letting yourself be pervaded by new trends

and inspiration is the only way to live the passion

for eyewear as a real protagonist! 

Sign up and attend MIDO 2023!

In order to offer your unique and original

point of view on the world of fashion

to the entire supply chain, put your ideas at the center

of the largest international eyewear trade show.

Become an exhibitor in MIDO 2023!
MIDO 2023


MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1624) 31.10.22-5
MIDO 2023 | Stand Up For Green 2023: registrations are open!
MIDO 2023

Among the new forms of fashion there is one that is particularly close to our planet and the people who live there: sustainability. Companies, oriented to meet the needs of the eyewear market, are increasingly close to social and environmental issues, capable of finding visionary and cutting-edge solutions in this matter as well. 

Stand Up For Green is the competition that wants to reward those exhibitors that, with their MIDO 2023 stands, will be able to stand out, thanks to the recovery of materials, reusable modules, structures with zero environmental impact while creating unique and full of personality settings! Who will win this edition of Stand Up for Green?
Submit your booth now!

Do you want access to hundreds of exclusive contents and Eyewear Collection Preview?

A context that stimulates creativity and the desire for continuous research, thanks to the more lively mix of exhibitors.
Register and mark your calendar!

Last call to join MIDO 2023 as an exhibitor:

valuable opportunity to build new clients and partners relations!

Show off: join MIDO2023!
MIDO 2023


MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1620) 16.09.22-6

MIDO presents 'Frames', the new 2023 campaign

MIDO 2023 gets a fresh, entirely updated look and a new claim, one that embodies the values that have set the show apart for more than 50 years: innovation and tradition, beauty and transformation, international appeal and memorable, wonder and substance.
Entitled FRAMES, the new communication campaign is in the hands of creative director Max Galli, designer, artist and, as he likes to define himself, "creative explorer", in partnership with the Mixer Group. Galli has crafted an authentic vision statement with a powerful intercultural and inclusive approach, based on cross-fertilization and colour that serves as a unique frame for the product heroes – spectacles and the entire eyewear universe – that one by one become metaphors for style and personality.
The campaign is built around four individuals, who will be revealed each month from today until December 15, and who embody the underlying principles of the MIDO philosophy: contemporize, culture, fashion and beauty.
To complete the revamp, the new claim: “The Eyewear State of the Art”, which reasserts MIDO’s leadership position, the place where it is possible to witness the present and the future of eyewear, thanks to the participation of the entire global supply chain.

The date with MIDO 2023 is set for February 4-6, at Fiera Milano Rho, with the companies and the brands that represent eyewear around the world – from manufacturers of frames, lenses and machinery to designers, from big multinationals to small innovative companies – to chart new trails, strengthen partnerships and sign contracts.
To always be up to date on MIDO news, visit the website  https://www.mido.com/en/ and the official social channels Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and LinkedIn.

MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1598) 03.05.22-7


The three-day eyewear show at Fiera Milano Rho is now closed

President Vitaloni: "We had high-quality visitors from all over the world, driven by a desire to do business and meet supply chain participants. Having celebrated the first 50 years, starting today we are all writing a new chapter together."


The 50th edition of MIDO came to an end yesterday amid enthusiasm and optimism. The appointment for all industry professionals is for next year, February 4-6, 2023, once again at Fiera Milano Rho.

Plenty of innovations and a variety of experiences were offered to participants eager to experience emotions and meet each other in-person, at an engaging event that brings fashion back to the forefront and relaunches the eyewear industry. From the opening event world premiere of the previously unreleased music composition by Maestro Ennio Morricone "Infinite Visioni", to the performance by Dargen D'Amico and the celebration of the stars of the show and of the industry with the Bestore and Stand Up For Green awards.

This was a crucial event for the entire sector, an opportunity to share experiences and conduct business, as well as a chance to network, brainstorm and discuss new ideas.

"The bottom line for this edition is undoubtedly positive because the 22.000 visitors to MIDO 2022 were of high quality and driven by a willingness to buy, despite the challenging times, overcoming the adversities of the difficult moment we are experiencing - said Giovanni Vitaloni, President of MIDO. We confirmed our ability to be benchmark for the sector, strengthening MIDO's role in the creation of business and ideas. We have had excellent feedback from exhibitors and visitors alike on the activity experienced here: this is a fresh start for the industry. Exhibitions should be in-person events; the companies are the absolute epicenter of this strategic moment for eyewear globally, and also for the economy of our country. Today we are all writing a new chapter together. And together we look forward to the future with optimism and confidence," concluded Vitaloni.

The over 660 exhibitors from 45 countries across 5 pavilions and 8 exhibition areas met visitors from over 50 countries: Europe (in particular France, Spain, Germany, Great Britain, Portugal, Greece, The Netherlands, Switzerland), United States, Israel, Brazil, India, Tunisia, Iran, South Africa and United Arab Emirates.

Equally significant was the presence of online participants connected to the B2B platform, designed to engage in the show those who - from all over the world - were unable to attend the live event, and those connected to MIDO's social profiles, who enlivened the event's official Instagram and Facebook pages with more than 10,000 messages shared between posts and stories, that exceeded 1 million impressions. The wonder of MIDO was also broadcast live on MIDOTV, which this year produced 77 videos broadcast live on YouTube, with a total of 350,000 views.

The show continues on the online platform and on the official social channels: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and LinkedIn.

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Topics addressed at the eyewear show: omnichannel marketing with Federottica, the consumer of the future with WGSN and how customers purchase with GFK.

The Stand Up For Green award was presented to Good's, while the BeStore award went to Indice and Classic Vision

May 1, 2022. Wondering what the not-to-be-missed highlights of day 2 at MIDO 2022 were? The Otticlub space hosted a wealth of presentations. The high point was the conference organized by Federottica with MIDO in collaboration with the Bocconi University entitled "The new omni-channel scenarios and the challenges for opticians and manufacturers" that focused on the upcoming challenges that will affect optical centers and businesses alike in an increasingly interconnected and rapidly changing world.

Also presented were the findings of WGSN's "Future Consumer 2023" survey, which outlines the current scenario, strongly impacted by the global experience of the last two years, and GFK's survey "Optics and online channels: Italy and the leading EU countries compared", which shows that such channels are growing, but the optical centers are a clear winner in the post-pandemic period as well.

Today the much-awaited award ceremonies of the BeStore and Stand Up for Green MIDO AWARDS were held in the Fashion District square. The BeStore Award, bestowed every year on those optical centers that stand out in the global eyewear industry, was presented this afternoon by MIDO President Giovanni Vitaloni in the Fashion District square. The winner of the award in the Design category is the Indice store, located in Cortina d’Ampezzo, also known as the "Queen of the Dolomites", which was selected for its exceptional concept and layout as well as for its careful design and furnishings that help bring to life an unforgettable environment.

The Mumbai-based Classic Vision store was awarded the BeStore Innovation award, for its cutting-edge customer service and interaction, but also for its communication skills, professional ethics, human values and emotional intelligence. Classic Vision is an optical center capable of catering to a broad range of diverse customer needs and is focused on inclusiveness and advanced technological tools.

MIDO also hosts an absolute novelty this year: the first Stand Up For Green award ceremony. The winner is Good's, a Italian exhibitor who stood out for the best store construction in terms of reusable structural elements and materials meant to minimize its environmental impact. Indeed, recycled materials from restoration sites and plexiglass elements that will be recovered and reused have been used to build the stand.

"In 2019, MIDO initiated the ISO 20121 certification process. ISO 20121 is an internationally recognized standard that certifies the sustainability of events based on three key factors: their environmental, social and economic impact. Shows like MIDO, which regularly draw crowds of attendees, have a social, economic and environmental impact. As show organizers, we have both the opportunity and the duty to reduce our carbon footprint by increasing the awareness of our exhibitors, suppliers and visitors and turn them into sustainability ambassadors," as President Giovanni Vitaloni said.


1. Future Consumer 2023: WGSN presents key new consumer profiles and what it takes to win minds and market shares

The consumer of 2023? Heavily impacted by the pandemic and cautiously ready to regain a sense of normalcy. The survey analyzes the landscape in which potential eyewear buyers move and outlines certain behaviors based on their global experience over the past two years. First and foremost, a strongly emotional approach emerges on the part of consumers looking at the market today: after having lived through two years of isolation, over burdened by emotions and disruptions, they look at the present and the past with a fresh set of eyes and some elements of a scenario that influences spending behaviors emerge.

Against this backdrop, four types of consumers can be identified: the anticipators, the new romantics, the impossible, and the leaders.

In the different sectors of commerce, each profile requires a bespoke strategy to be conquered. The initial input is to reset strategies so that consumer purchases regain momentum, after two years in which 7 out of 10 consumers have strongly modified their purchasing habits, often freezing the propensity to spend.

2. Optics and online channels: a comparison between Italy and the leading EU countries by GfK

Eyewear purchasing has been strongly impacted by the pandemic, at different levels. The survey was conducted on a sample of 4,000 individuals who purchased eyewear in the last year; in particular, the new approach to purchasing was investigated with a view to identifying sales channel preferences.

A key finding of the survey is that 60% of respondents reported spending less time in stores. In addition, the e-commerce growth has not come to a standstill with the pandemic conditions improving worldwide: rather, online purchases were up 17% in 2021 - even more than during the lockdown periods of 2020. Despite this, optical centers are still the leading sales channel, across all countries surveyed.

There’s no doubt as to the decisive factors for choosing eyewear: quality of the lenses, design and weight of the frame. Less influential, on the other hand, are elements such as advertising, the choice of celebrities, product placement on TV and series. Still, 37% of consumers who buy online reported paying attention to influencers, up by 9% over 2020.

Consumer behaviors vary across countries to form a “mosaic” of preferences and open spaces for a diverse market. Italians, for example, are big websurfers, but they buy in-store and are very brand-sensitive, as well as big spenders. Amazon plays a major role, not least because Italians tend to be thrifty. They buy mostly butterfly-shaped or cat-eye frames, with a preference for combined materials.

MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1596) 01.05.22-9


Beauty on display: art, music, entertainment and future at the opening ceremony of the new edition of the world's leading eyewear event.

Vitaloni: "Welcome to a new experience of emotions."

Dargen D'Amico energizes the audience with the rhythm of his song "Dove si balla" (Where we dance).

Milan April 30, 2022 - "Sharing engenders new energies, new ideas to face future challenges. So welcome to MIDO 2022, a new experience of emotions!". With these words, MIDO President Giovanni Vitaloni opened the new edition of the eyewear show, at Fiera Milano Rho from today to May 2. "We are ready to amaze you and ourselves - he added - thanks to this iconic object that is part of the daily life of each of us: eyewear. Through it, we narrate customs, tradition, innovation, culture, style, design, but also a technological focus": this, in a nutshell, is the leading international eyewear event - fashion, business and health.

A guest at the Opening Ceremony was Italian journalist, essayist and columnist Paolo Mieli, who said: "We expect positive surprises for the future, despite the current situation. We foresee a recovery in consumption and, in particular, in eyewear, which has always been a symbol of modernity, an extraordinary accessory of style and design, a glimpse of the future. We can expect a lot from Italy, which has made a strong comeback and is fully prepared to restore its credibility around the world."

"Passion and style, creativity, tradition, innovation and diversity: these are the six values of the National Branding Be IT campaign, which are also the values of these 50 years of MIDO and underpin the success of the eyewear sector in Italy," said ITA President Carlo Ferro.

This is the 50th in-person edition of MIDO: for this important comeback, the organizers wanted to welcome more than 660 exhibitors from 45 countries, buyers, opticians, designers, journalists with an extraordinary opening event, which was just a taste of the many innovations and emotions in store at the 2022 edition.

In fact, the event was opened by the world premiere of "Infinite Visioni", a piece written by Maestro Ennio Morricone for the 50th anniversary of MIDO, in 2020, to the notes of which Nnamdi Nwagwu and Sofia Macinanti danced. "A precious gift, a great privilege for all of us," said journalist Costanza Calabrese, who conducted the event. After the emotions, there was also a reflection on current events for the sector and the economy together with the President of Fiera Milano Enrico Pazzali and the Councilor for Economic Development and Labour Policies of the Municipality of Milan Alessia Cappello.

Another emotional moment, with a "dive" into the past, was the celebration of the protagonists of MIDO: the Past Presidents and the 10 long-term participating companies of MIDO. "Key actors who have made history" this is how the predecessors of Vitaloni were defined: Mario Lozza, enlightened President of Anfao who in 1970 decided to establish the event, and then Leonardo Del Vecchio, Francesco Caporossi, Callisto Fedon and Giuliano Tabacchi, Ennio De Martin, Paolo Cannicci, Vittorio Tabacchi, Cirillo Marcolin, all received the award. Also celebrated were the companies that have played a leading role at the fair since 1970: FEDON 1919, LOZZA, MARCOLIN, MAZZUCCHELLI 1849, NEOSTYLE, OTTICA ITALIANA, POLYOFTALMICA NEW, SAFILO SORDELLI FRANCO, VEDERE.

The event drew to a close with the presenter's invitation to put on the glasses that the audience received at the entrance: the MIDO 50 glasses (produced in limited edition by the young Italian brand Spectaful for the Yugaav collection, following a contest among the players in the sector for an iconic pair of glasses to represent the anniversary). By surprise, the pressing notes of "Dove si Balla", a song sung by the artist Dargen D'Amico, resounded throughout the Auditorium and enlivened the audience.

With this performance, MIDO 2022 launches its rich and renewed schedule, in which the traditional appointments and the B2B digital platform are confirmed, in addition to the business spaces.

MIDO - Eyewear & Ophthalmology Equipment Show - Milan Italy (Z1595) 01.05.22-10
Innovation, Sustainability, Cutting-Edge Materials, Mindful Style

MIDO 2022 showcases the many faces of frame collections – the hub for game-changing fashion and creative style, innovations and the latest future technologies.


Unique shapes, empathic colours, personality and style. SS23 eyewear is expressed in three macro trends that focus on responsible innovation, sustainable beauty, and modern vintage and visionary minimalism. From details to colour, materials to shapes, SS23 is game-changing. The 2023 eyewear trends fall into three basic macro trends: Design-Wise, Soul Space and Full Spectrum.

Design-Wiseis based on products with a meaning, a purpose, in support of sustainable innovation.
Tending toward pastels, the harmonious colour palette expresses calmness through the hues of nature.
Style takes a maxi-minimal approach with emphasis on basic monochrome shades, while simple yet unexpected geometries express purity and serenity. The design is visionary ‒ a hybrid of high-tech and artisan craftsmanship. It’s a trend that prioritizes details, the use of colour to ensure longevity, deliver comfort and wellbeing, and innovates to educate.

Soul Spaceinstead, is influenced by nostalgia, nature, comfort and craftsmanship. The warm colour palette takes its cue from earth tones and the world of nature. The mood is romantic, vintage, floral, boho. The pivotal points of this trend are based on the use of accessories as self-care, on products that have a story to tell and on responsible designs aimed at crafting ethical, sustainable products.

Full Spectrum is a trend that embraces life in vivid colours, style, creativity and pure fun. The mood is eclectic and the colour palette vibrant and bright, made up of intense, exuberant hues. The shapes vary, at times they’re flamboyant; styles vacillate from retro summer to nostalgia, with a regency allure. This trend also launches “Trash to Treasure” or, the use of debris as decoration. The key features are encapsulated in the wellbeing component, in looking back to see the future, in blending fun and functionality and in creating beauty out of cast-off objects.


Details in the SS23 trends are inspired by handiwork and artisan craftsmanship: knots, macramé, artfully woven materials. Floral make a big impact, but only if they’re supersized.

And there’s more:
Over-the-top decorations
Colourful Butterflies,
Info Graphics & Whimsical

Wildly Coloured Outdoor Motifs.

The materials are robust, with a broad use of turquoise, AB crystals, vivid brilliantly coloured enamels, sparkling and pearlescent effects and retro embellishments. Other noteworthy 2023 trends include a mix of metals, eccentric shapes and interplays of transparency.


Maxi-vintage epitomizes SS23 eyewear. Its shapes are hexagonal or super-square, bringing back the popular aviator style and evergreen cat-eye silhouette.

Among the trends, we also find the wayfarer – romantic, minimalist, squared, but with rounded corners – and sporty racing goggles. Classic round shapes are well-represented, along with the return of rectangular geometries but with a more eclectic, extravagant vibe.

The information in this document was collected during research conducted by WGSN for MIDO

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