Dear readers, please find below a summary of all the news related to MIDO 2026, 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 January 31 to February 2.
Special Offers for MIDO 2026 Attendees: Travel Packages & Milano Attractions
In order to assist visitors and exhibitors attending MIDO 2026 (January 31, February 1-2) 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 2026 please check the link following https://www.mido.com/en/
For further info, you can send an email to [email protected]
Back from January 31st to February 2nd 2026 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.
Exclusive YesMilano City Pass Offer for MIDO 2026 Attendees
This year, visitors and exhibitors at MIDO 2026 will also have the opportunity to purchase the official YesMilano City Pass with an exclusive 10% discount. The YesMilano City Pass gives access to the city’s most iconic museums and attractions, includes local public transport, and allows you to skip the lines. With just one pass, visitors can explore Milano while saving up to 70% on the total cost of admissions and services. More info here: urly.it/31bz1x
To stay up to date on MIDO news, visit the https://www.mido.com/en/ website and the social channels Instagram @mido_exhibition, Facebook @MIDOExhibition, X @MIDOExhibition.
MIDO 2026 – Registrations Are Open for Visitors and Media
It is now possible to register to participate in MIDO 2026: visitors and journalists can already fill out the dedicated forms on the official website (visitor link and press link). Last year there were 42,000 people attending in the three days, from 168 countries, and more than 400 accredited national and international journalists.
MIDO 2026 Awards Program Opens Applications
From 1 October, applications will open to compete for the prestigious MIDO Awards 2026, by filling out the forms available in the Awards section of the mido.com website.
Until 14 December , exhibitors will have the opportunity to submit their candidacy for the award that rewards their commitment to sustainability. Now in its fourth edition, the CSE Award Certified Sustainable Eyewear – promoted by MIDO with ANFAO and Certottica – evaluates frames, sunglasses and cases developed according to eco-friendly criteria: from the use of recycled materials to the reduction of energy consumption in production and distribution processes, from the enhancement of the supply chain to the elimination of waste in all stages of production, etc.
From this edition, there are two novelties. The first: the categories become 3. In past years, the CSE Awards had included several subcategories to encourage the widest participation of companies and stimulate the culture of sustainability in the sector. That path represented an important preparatory phase, which made it possible to involve different entrepreneurships and to consolidate sensitivity around the issue. Today, with this experience, MIDO is ready to give greater impact and visibility to the awards, simplifying the categories and focusing on three main awards: Frames, Sunglasses and Cases. This choice makes it possible to make the most of each product and to make each award even more prestigious and representative.
The second novelty concerns the introduction of the CSE Corporate Award: from the experience of Stand Up For Green comes an award dedicated to the best-performing exhibiting company in the field of sustainability. MIDO wanted to include it, believing it to be essential to enhance and reward the concrete and continuous commitment of companies to responsible production and management practices. Not just a product, but a vision and strategy: the award highlights companies that integrate ESG principles into their corporate policies, contributing to a more responsible and innovative future for eyewear. A strong signal that MIDO wanted to give, underlining how innovation cannot be separated from sustainability and encouraging the entire sector to invest in processes, materials and business models that respect the environment and people.
Opticians from all over the world will have until December 31 to apply for the eleventh edition of the Best Store Award, which rewards the best international optical center in the Design and Innovation categories. A jury made up of retail, design and communication experts will select the winners based on elements such as layout, atmosphere, materials, shopping experience, digital communication and services offered to customers. Last year, the winners of the prize were the Belgian Zien & Horen Frits van den Bosch by Thomas Van Den Bosch for the Design category and the Italian Ottica Padrin by Fabrizio Padrin for the Innovation category.
The MIDO Awards ceremony will take place during MIDO 2026: all the information will be available on the website and social media shortly.
MIDO 2026: Exhibitor List Online with 1,200 Brands and 140 New Entries
The constantly updated exhibitors list of MIDO 2026, the 54th edition of the largest international eyewear event, scheduled from 31 January to 2 February 2026 at Fieramilano Rho, is now online. The show is preparing for an edition with great expectations, with a forecast of around 1,200 exhibitors from 50 countries, in line with last year’s edition, including great returns and 140 new entries, confirming the dynamism of the industry.
The areas of the fair: confirmations, expansions and innovation
The Fashion Square, the beating heart of Hall 1, will be completely renovated. In Hall 4, the square will be animated by an installation dedicated to DaTE (Naples, 12-14 September), while the square in Hall 6 will host the new edition of the exhibition The Lens of Time.
The iconic Design area returns to Halls 2 and 4, confirming itself as a hub of experimentation and creativity: growing exhibitors and new entries will arrive here, including some brands that leave the Academy to land in this area.
The Academy, confirmed in Hall 6, reinforces its mission as an accelerator for young brands. It will host over 90 companies. The Start Up section will see the participation of about 20 new companies ready to present projects and solutions in the name of innovation.
The exhibition “The Lens of Time” in Hall 6
After the Venice stop, the exhibition dedicated to the history of eyewear, conceived by ANFAO, arrives at MIDO with a new set-up designed for the international public of the fair. The exhibition traces the evolution of eyewear from its origins to the present day, highlighting its cultural, artisanal and stylistic value. After MIDO, the exhibition will continue in autumn 2026 in Rome, at Palazzo Piacentini, headquarters of the Ministry of Enterprise and Made in Italy, with the future plan of landing abroad.
The Vision Stage: between training and current affairs
MIDO’s program of meetings, in-depth studies and workshops includes around 20 appointments with journalists, actors, sportsmen, sustainability experts, market analysts and representatives of the medical and optical sectors. Among the central topics that will be discussed are social responsibility, market trends, purchasing behavior and the prospects of the US market. The complete calendar will be online in January.
MIDO Awards
Applications are still open for the awards with which MIDO celebrates the industry and its excellence. Opticians, retailers and manufacturers with a distinctive vision can apply for three awards: the Best Store Award (applications open until 31 December), dedicated to the best optical centers in the world and divided into the Design and Innovation categories; the CSE Award – Certified Sustainable Eyewear, aimed at producers committed to sustainable practices, from the use of recycled materials to the reduction of consumption; and the new CSE Corporate Award, which rewards not a single product but the most virtuous exhibitor company in the ESG field. Applications for the two CSE Awards are open until 14 December 2025. All information and forms to send your application are available in the “Awards” section of mido.com. The award ceremony will be held during MIDO 2026. MIDO will inform you shortly through both the website and the social channels.
Experience staying in Milano
In 2026, MIDO will take place just a few days before the inauguration of the Milano-Cortina Winter Olympic Games, in a city in full swing. For this reason, the fair has prepared a series of tools to facilitate the organization of your stay in Milano, including an online booking tool, developed with MiCodmc, the official hospitality agency, which allows to organize travel and accommodation in a few clicks and book unique experiences, services dedicated to Italian opticians, such as free trains that can be booked starting from January, city maps to experience Milano between culture, food and shopping and the exclusive YesMilano City Pass, which all MIDO pass holders can purchase with a 10% discount and offers special rates on public transport, access to the Duomo and the main city museums.
Press conference
The press conference to present MIDO 2026 will be held on Wednesday 28 January at 11.30 a.m., at the Feltrinelli Foundation in Milano.
To stay updated on the news, visit the mido.com website and the official social channels MIDO_Exhibition | Instagram, Facebook, TikTok, LinkedIn, X, YouTube | Linktree
MIDO Awards 2026: Celebrating Innovation, Design, and Sustainability in Eyewear
The MIDO Awards are back at MIDO 2026, recognizing each year the best expressions of innovation, design, and responsibility in the eyewear industry. More than just an awards ceremony, it is one of the fair’s most anticipated moments, bringing together the international eyewear community to celebrate quality, vision, and choices that are truly shaping the future of the sector.
The ceremony will take place on Sunday, February 1, 2026, at 12:30 pm in Fashion Square, Hall 1, hosted by Simone Lijoi and Lorraine Berton, President of MIDO and ANFAO. It is the perfect opportunity to experience MIDO in its most celebratory dimension, full of energy, encounters, and shared vision.
Elevating the Retail Experience: The Best Store Awards
The awards showcase the best of eyewear from different perspectives, always with a modern outlook. Returning is the Best Store Award, now in its eleventh edition, recognizing optical stores that stand out not only for aesthetics but also for identity, customer experience, and the ability to transform retail into a true space of connection. The award is divided into two categories, Best Store Design and Best Store Innovation, judged by an international panel of design and retail experts, managers, creative directors, journalists, and designers.
Best Store Design highlights stores where the shopping experience is enhanced by attention to detail: layout, spatial balance, material choices, furnishings, and design that makes every element part of a coherent, recognizable experience. Best Store Innovation, on the other hand, focuses on a broader vision of evolution: not only new services and customer care but also the ability to innovate relationships with suppliers, digital and traditional communication, and even storytelling about the company’s journey, people, and the human and emotional dimension that makes a space truly unique.
Commitment in Action: The CSE Award for Sustainability
At the heart of the awards is also the CSE Award – Certified Sustainable Eyewear, dedicated to MIDO exhibitors who interpret sustainability as a real, measurable commitment. Projects are evaluated by an international jury based on specific criteria: reducing consumption and waste, using recycled materials, enhancing the supply chain, improving production and distribution processes, adopting renewable energy, and turning sustainability into a tangible path. This award celebrates results, not declarations: today, sustainability is not optional, it is a competitive and cultural benchmark.
To emphasize how central this approach is to the industry, MIDO 2026 introduces the new CSE Corporate Award, born from the Stand Up For Green experience and designed to recognize the exhibitor company that excels in sustainability. The focus here goes beyond individual products, highlighting companies that fully integrate ESG principles into their corporate policies, turning sustainability into a strategic, continuous, and concrete choice. This award speaks of vision, method, and responsibility, reinforcing a clear message: innovation cannot be separated from impact.
A Collective Vision for the Future of Eyewear
What makes this ceremony unique is its collective dimension. In just a few minutes, the MIDO Awards reflect the current state of the industry and the direction it is taking. It’s not just about awaiting the results; it is about the value of recognition that, category by category, highlights different but complementary models of excellence, spanning retail, research, design, and responsibility. It is one of those moments when MIDO expresses itself in its purest form: a platform that observes, selects, and rewards what deserves to set the benchmark.
MIDO is welcoming you in Fashion Square (Hall 1) on Sunday, February 1, at 12:30 pm to celebrate the winners of the MIDO Awards 2026.
DaTE at MIDO 2026 Featuring the New Campaign “Behind Every Frame a Role to Play”
A minimal, highly symbolic installation designed to offer an immersive experience at the heart of the Piazza in Pavilion 4 at MIDO | Milano Eyewear Show – DaTE 2026 returns to the world’s leading eyewear exhibition, to be held at Fieramilano Rho from January 31st to February 2nd.
At the center of the space stands an eight-meter circular mirror, that becomes both a physical and a metaphorical device for vision and reflection. A multimedia magnifying lens, it focuses attention on Salone Margherita in Napoli, revealing its soul and amplifying the distinctive qualities that make this historic venue so unique.
“Napoli takes center stage: observed, magnified, and reflected in all its timeless elegance and magic. A minimalist composition that ‘frees the gaze’ from distraction, inviting visitors to focus on the essence of places and on the value of vision, the core theme of DaTE. Each element engages subtly with the surrounding space, guiding the public without ever imposing itself,” explains DaTE President Davide Degl’Incerti Tocci.
The Architecture of Vision: Innovation in Pavilion 4
With 1,200 exhibitors from 50 countries and visitors from 160 nations, MIDO is an exceptional showcase for DaTE. The place to interact with an international audience of buyers, opticians and exhibitors, entirely in sync with the avant-garde and innovation in the eyewear industry.
DaTE 2026 brings form to matter in the Piazza of Pavilion 4, at the heart of the Design area – the space where innovation and vision converge. Here, creativity finds its most authentic expression, experimenting with shapes and materials to interpret the present and imagine the future. A setting driven by research and energy, where trends are anticipated, new languages explored, and the many identities of eyewear are narrated.
Following last year’s iconic Cocoricò pyramid, this year’s installation also fits organically in this setting. Curated once again by designer Francesco Pagliariccio of Studio Cavaletti+Pagliariccio, the 2026 project focuses on an experience that extends beyond the exhibit itself – a moment to pause and make a deeper connection with DaTE’s identity, with the architecture of the place that will host it, and the spirit of the city that welcomes it.
Beyond the Frame: A New Cultural Narrative
At MIDO 2026, DaTE will also debut its new communication campaign: Behind Every Frame a Role to Play, curated by Cristina Frasca, co-founder of the event, along with Dante Caretti.
The campaign portrays DaTE as an experience that transcends the traditional notion of a business-focused event, exploring a more cultural and expressive dimension of eyewear.
The tagline celebrates the idea that every pair of glasses relates the story of a role: each frame becomes a tool for expressing identity, moods and relationships, in an ongoing interplay between what is revealed and what remains concealed. It highlights the variety of roles each individual inhabits in life, thus evoking a theatrical dimension that lies at the core of the campaign’s creative inspiration.
It is no coincidence that the 2026 edition of DaTE will be held at the Salone Margherita in Napoli, a historic cabaret founded at the end of the 19th century that soon became a symbol of the city’s Belle Époque. A landmark of entertainment and creativity, it was a place where music, comedy, and costume converged, shaping a culture of performing arts that extended beyond simple performance. This dialog between theater, performance, and identity informs DaTE’s campaign – as on a stage, in the world of eyewear, each individual plays one or more roles – with eyewear as both symbol and instrument.
DaTE 2026 retains its format, envisioned to respond to the evolving challenges of an industry in constant transformation. It will be a traveling event to be experienced together in many Italian cities (and beyond). Admission to DaTE is free of charge, open only to eyewear industry professionals, opticians, buyers and journalists.
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