MIDO Unveils ‘Eyewearland Milano’ Tagline to Mark Major Brand Evolution
Following the launch of the Welcome to Eyewearland communication campaign, MIDO takes another step forward in the evolution of its identity, introducing a new element that will define the show in the years to come: the Eyewearland Milano payoff.
This marks a major image evolution after many years and further strengthens MIDO’s positioning as an ecosystem, rather than simply a trade show. Eyewearland Milano captures the idea of a place where business, innovation, creativity, research, manufacturing, distribution and education come together, creating the most comprehensive representation of the entire eyewear supply chain. MIDO is, in fact, the only event in the world that brings together all the key players in the industry: from frame and lens manufacturers to machinery and raw materials; from major multinationals to small, innovative companies; from established and emerging designers to start-ups and accessories.
Event Highlights and Visitor Information for the 2027 Edition
From February 6 to 8, 2027, at Fiera Milano Rho, Eyewearland will once again take shape at the event that attracts 1,200 exhibitors every year and welcomes visitors from more than 160 countries, continuing to serve as the world’s leading meeting point for buyers, opticians, manufacturers, designers, distributors and retailers. The experience is further enhanced by 8 exhibition areas across 7 halls, each dedicated to a specific segment of the supply chain. Every year, the exhibition layouts are redesigned to improve the functionality of the spaces and surprise visitors with new and innovative display solutions.
The 2027 edition will also coincide with the beginning of Chinese New Year, which officially starts on February 6, the opening day of the show. To celebrate the occasion, MIDO has arranged special travel deals for visitors and exhibitors coming from China, specifically from the cities of Wenzhou, Shenzhen and Shanghai. These will complement the travel deals offered every year to attendees travelling from the United States, Canada and Latin America. Further news and initiatives will be unveiled over the coming months.
Online registration for visitors and journalists will also open on the official MIDO website from September 25.
MIDO 2027: Visitor Registration Is Now Open
Registration is now open for visitors and journalists attending MIDO 2027, scheduled to take place February 6–8 at Fiera Milano Rho (visitor link and press link). With more than fifty years of history behind it, MIDO is preparing for a new edition characterized by new developments and an increasingly strong international presence, reaffirming its role as a leading platform for the entire eyewear industry.
“MIDO 2027 will be an edition marked by continuous evolution,” commented MIDO President Lorraine Berton. “The response from exhibitors has been very positive – many of the companies that participated last year will be returning, and we will also welcome new exhibitors, confirming the continued interest in MIDO and the opportunities the exhibition offers.”
A single platform for the entire eyewear industry
With its strong international focus, MIDO attracts industry professionals from more than 160 countries each year and is the only event in the sector to bring together the entire eyewear and optical supply chain – from major companies and emerging designers to frame and lens manufacturers and machinery, as well as opticians, buyers and distributors from around the world. Alongside established companies, MIDO also devotes particular attention to new generations of professionals, designers and talent, with two specifically dedicated areas: Academy and Start Up.
For exhibitors, MIDO offers a unique international setting in which to present new products, collections and solutions, meet industry professionals from around the world and develop new business opportunities. It is an ecosystem that brings together business, innovation, creativity, education and research, encouraging connections and exchange of ideas among all players across the industry.
20 years of industry culture with The Vision Stage
One of MIDO’s distinguishing features is The Vision Stage, the platform dedicated to eyewear culture and one of the exhibition’s flagship initiatives. For more than 20 years, it has hosted meetings, seminars and workshops featuring prominent industry leaders as well as personalities from the worlds of culture, economics, creativity and innovation, together with members of the medical profession. Over the years, the platform has changed names – from Health & Innovation Forum to Otticlub and, today, The Vision Stage – while maintaining the same purpose: to bring diverse experiences and expertise to MIDO, promote culture and education, and foster dialogue and exchange among the industry professionals who meet in Milano each year.
The Vision Stage will be located in Pavilion 1 and, over the three days of the exhibition, will host about 20 events, including talks, keynotes, conferences, workshops and in-depth sessions. The program, featuring high-profile guests and speakers, will soon be available on the MIDO website.
MIDO in Milano: the experience continues beyond the exhibition
For 2027, MIDO is enhancing the experience for visitors and exhibitors with My Fair Plus – Beyond the Exhibition, the new digital platform promoted by Fondazione Fiera Milano that offers opportunities to discover and experience Milano beyond the halls of Fiera Milano Rho. Through the platform, visitors and exhibitors will be able to book events and activities throughout the city, including exhibitions, performances, cultural attractions, experiences and outstanding food and wine offerings.
The aim is to give those traveling to Milano for MIDO an opportunity to expand their experience and discover the city’s cultural, tourism and food and wine offerings. www.myfairplus.it/it/index.html
An increasingly international edition
For its international audience, MIDO has arranged special travel deals for visitors and exhibitors from the United States, Canada and Latin America, joined this year by visitors from the cities of Wenzhou, Shenzhen and Shanghai, China.
With registration now open, the journey toward MIDO 2027 officially begins and, over the coming months, will continue to be enhanced with new content, initiatives and events.
MIDO AWARDS 2027: Applications Open From 1 October
Applications for the CSE Award – Certified Sustainable Eyewear and the CSE Corporate Award are open until 8 January. Applications for the Best Store Award are open until 31 December.
Applications are now open for the MIDO AWARDS 2027, the awards through which MIDO recognises companies, products and players in the optical industry that stand out for their innovation, sustainability and ability to interpret the evolution of the sector. The regulations and application forms are available in the Awards section of www.mido.com.
CSE Award: sustainability applied to products
Applications for the fifth edition of the CSE Award – Certified Sustainable Eyewear, promoted by MIDO together with ANFAO and Certottica, are open until 8 January. The award recognises companies’ commitment to developing products according to sustainability criteria.
The award is divided into three categories and assesses eyewear frames, sunglasses and cases designed and manufactured using eco-friendly solutions. The evaluation considers a range of aspects, from the use of recycled materials to the reduction of energy consumption in production and distribution processes, from enhancing the value of the supply chain to reducing waste throughout the various stages of production.
CSE Corporate Award: recognising sustainability as a business strategy
Also until 8 January, companies exhibiting at MIDO 2027 can apply for the second edition of the CSE Corporate Award, dedicated to the exhibiting company that demonstrates outstanding commitment to sustainability.
The award broadens its focus from individual products to the corporate dimension, recognising the strategies and policies through which companies integrate ESG principles into their operations, from production and management processes to the choice of materials and business models.
Best Store Award: celebrating innovation in optical retail
Applications for the 12th edition of the Best Store Award will remain open until 31 December. The award is dedicated to optical stores worldwide that stand out for the quality and innovation they bring to the in-store experience.
The award is divided into the Design and Innovation categories. A jury of experts in retail, design and communication will assess a range of elements, including layout, atmosphere, materials, customer experience, digital communication and the services offered to customers.
The awards ceremony at MIDO
The winners of the MIDO AWARDS 2027 will be announced during an official awards ceremony, taking place during MIDO, from 6 to 8 February 2027 at Fiera Milano Rho.
This year, MIDO will also host the awards ceremony for the Sergio Cereda Eyewear Design Award, dedicated to creativity and innovation in eyewear design. Applications are open until 30 November at this link: https://optyx.com/sergio-cereda-award-application/.
Exclusive Travel Packages for MIDO 2027: Fly and Stay in Milan with Ease
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For any additional info: [email protected]
For full pricing details and conditions, see the promotional flyer below or visit mido.com/en/accomodation.
