LOOK makes a dramatic entrance at MIDO with DOTS SQUARE, a completely new stand whose modern design symbolically expresses the brand’s philosophy and marks a milestone in the rebranding journey begun in 2024.
Designed in collaboration with architect Michela De March, the stand pays tribute to the symbolism of THE DOTS: two red circles reminiscent of the (“Look”) eyes, reinterpreted with a contemporary twist and applied to all elements of the exhibit space. The same symbolism will also appear on the new product packaging, epitomizing visual continuity with a bold identity.
The stand’s structure features metal and transparent elements that reflect the circular theme, 3D-printed display cases with interactive chips that connect the products to the web and transparent draperies used to project corporate videos and social media campaigns.
The exhibit area is transformed into an experiential journey that begins with a focus on the latest innovations, like the revolutionary TRI-X, and then leads to a PR area with informal seating and a show bar that celebrates Italianness with exclusive, masterfully prepared cicchetti (typical finger food in the Veneto culinary tradition). The core structure includes a storage area and exhibit space, with the LOOK logo and featured keywords that define the brand’s identity (Comfort, Tech, Style). A designated business area includes four dedicated desks reserved for sales meetings, ensuring an inviting, functional setting in which to showcase the new LOOK and LOOKKINO eyewear collections.
The DOTS SQUARE stand was crafted to arouse curiosity and portray LOOK’s outstanding quality and innovation, highlighting the brand’s ability to continuously evolve. Modernism, Italian style and technology come together in a one-of-a-kind experience that combines aesthetics, functionality and direct engagement with visitors.
After its debut at MIDO, DOTS SQUARE will travel with LOOK to future international trade shows, including Silmo in Paris and Opti in Munich in 2026.
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