Dear readers, please find below a summary of all the news related to MIDO 2025, to help you better prepare for your trip. This page will be updated regularly with the latest news and information about this not-to-be-missed event, which will take place in Milan from February 8 to 10, 2025.
Special Flights and Hotel Deals for MIDO 2025
In order to assist visitors and exhibitors attending MIDO 2025 (February 8-10) from United States, Canada, Central and South America, special discounts on flight rates in economy, premium economy and business class, including baggage, 3 nights in 4*-5* hotels are now available.
To find out the best solution for your trip to MIDO 2025 please check the link following https://www.mido.com/en/accommodation and select Travel Deals.
For further info, you can send an email to mido@micodmc.it
Back from 8 to 10 February 2025 at Fiera Milano Rho, MIDO | Milano Eyewear Show is the only international trade show that brings together the entire eyewear supply chain. Opticians, manufacturers, designers, buyers, journalists and professionals from all over the world will meet, once again, at the most important event dedicated to eyewear, an essential event for doing business, closing deals and making new connections, discovering trends and innovations, reflecting and discussing future visions of eyewear.
These days, the team is working to build the new edition and to surprise its exhibitors and visitors with novelties, of all kinds. MIDO 2025 aims to enhance the needs and requirements of opticians and all professionals who visit the fair: there will be many tools available and opportunities for networking, exchange, discussion and reflection, especially on topics such as technological innovation and sustainability.
MIDO 2025: Nominations for Awards Are Open
Nomination applications are now available for the MIDO 2025 Awards. Application forms are available in the Awards section of the mido.com website.
Through December 13th, MIDO 2025 exhibitors can apply to participate in the Certified Sustainable Eyewear (CSE) Award, now in its 3rd edition, created by MIDO in partnership with ANFAO and Certottica, that assesses sustainability in the eyewear industry at an international level. Participants can nominate a pair of sunglasses, eyewear frames or an eyewear case. A panel of expert judges will evaluate the competing products which must have been produced in compliance with the principles of sustainability – recycling of materials, reduced consumption in the production and distribution processes, and maximization of the supply chain are some of the criteria the jury will use to determine the winners.
Up to 15th January, MIDO exhibitors can also nominate their stands for participation in the Stand Up For Green Award, that recognises the most sustainable stand in terms of its focus on environmental impact and use of materials. The award grew out of the idea to acknowledge a commitment to safeguarding the environment and emphasis on good practices for sustainable living. The jury will base its decision on stand display, level of innovation, originality and the ability to convey a positive message to the public about the importance of green choices for the future of humanity and the planet.
Through 8th January, opticians from around the world can apply to participate in the Best Store Award, which this year is in its 10th edition. It recognises the best international optical shop and is divided into two categories: Design and Innovation. An international jury composed of design and retail experts, managers, creative directors, journalists and designers will decide the winners based on outstanding shopping experience, atmosphere, furnishings, and materials, or a special layout of the retail space (for the Design category); and for digital and traditional communications, interaction, customer services offered, as well as the history of the store and its human and emotional qualities (for the Innovation category).
New this year is the 1st edition of the Sergio Cereda Design Award that recognises emerging Italian talents in eyewear design. The award, announced at the last edition and honouring Sergio Cereda, influential designer in the optical industry, was envisioned by Harvey Ross, founder of the Viva International Group, CEO of Optyx Retail Group and founder of HMR Holdings, in collaboration with the Cereda family and MIDO.
Worth 10,000 dollars, the award revolves around the theme “Eyewear in its pure form: Balance between proportions and harmony, innovation and breaking point”. Participants are invited to create designs that show an in-depth understanding of styles and models, balancing innovation and creativity. Candidates must be at least 30 years of age and must currently be enrolled in or have just completed a program in a design school in Italy.
Applications can be sent via this link https://optyx.com/sergio-cereda-award-application-europe/ and must be received by 30 November 2024. For further information, please contact marketing@optyx.com.
Presentation of the MIDO Awards and Sergio Cereda Design Award winners will take place with an official ceremony during MIDO.
Mido Launches “Refocusing on Humans”, The New Communication Campaign Shot by Uli Weber
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.
Registration is open on MIDO’s website to visitors and journalists planning to attend the exhibition, set to take place at Fiera Milano Rho from February 8 to 10, 2025. And, once again, it is proactively bucking trends with a new communication campaign. With “Refocusing on Humans”, MIDO is emphasising human creativity and its artisanal capacity to create beauty.
In 2023, when there was much talk about artificial intelligence but still few who were actually using it, MIDO launched the pioneering campaign “Spheres – The Eyewear Universe”, the first in the industry to use AI to create images. Now, while many are applying this technology, MIDO foresees an urgent need that can already be clearly perceived in society – to relaunch human intelligence and its ability to produce new ideas.
With these objectives, for the third consecutive season, creative direction of the campaign was entrusted to Max Galli, in collaboration with Mixer Group. “I imagined an idea of beauty that could grow out of the palpable, material know-how that only the “hearts” and “hands” of the true artisans of eyewear know how to convey,” observed Max Galli. “A visual and conceptual message that diverges from the artificiality of the many intelligences that populate our current reality and that returns humans to the central role.”
Thus arose the idea of a collaboration with a photographic artist, Uli Weber, known internationally for his captivating work in the worlds of fashion, advertising and portraiture. German by birth, Weber mastered his art in Italy, where he developed the ability to create profoundly dramatic images that combine mystery, romanticism and glamour. His photographs are famous in the world of Fine Arts and have been exhibited in museums around the globe. “I was immediately moved by the creativity expressed by Max Galli in the new campaign for MIDO and, working on the set, with the whole team, was a beautiful experience,” remarked Weber. “In “Refocusing on Humans”, I used bodies to create human sculptures that allude to the world of eyewear, where the hands “frame” the models’ eyes and direct the viewers’ attention, refocusing the glances in an ongoing exchange between spectator and subject. I find the result is a sophisticated but, above all, highly communicative image. I am grateful to Max for having invited me to be part of this project, and to MIDO, that allowed me to do it: we celebrated human beings, but also the expressive power of the eyes, true protagonists of our daily lives.”
Intercultural and sophisticated, “Refocusing on Humans” 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.
Visitor registration is now open. Last year, more than 40,000 attended from 160 countries. Simply complete the form on the official website by clicking on this link https://www.mido.com/en/entry-pass. Journalists can register here https://www.mido.com/en/press-registration.
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