EVENTS

Eyewear marries design

Out of Mido debuts in the world's largest design district and takes center stage at the Fuorisalone

For one week each year design "permeates" Milan and takes over spaces throughout the city, not a single designated space, but lots of them. And the Lombard capital starts "to glitter", initiatives kick off and multiply in a viral-like way. You can admire design, but you can also breathe it, touch it and experience it in every corner of the city. Out of Mido –literally out of the Mido exhibition grounds and out of the Mido dates – will be making its debut in this atmosphere of networking and creativity that brings together professionals, new talents or people who are simply looking around. Eyewear becomes a creative workshop for well-known designers and up-and-coming young talents who can showcase their eyewear-cum-design creations -- and small yet noteworthy works of art - to the general public.

 

More than 15 companies – from Italy and other countries – will be debuting at this "event within an event" which is slated for 11-14 April, at the Tortona Design Week, «a creative workshop and beehive of activity». «Out of Mido stems from an emerging need for companies in our industry to specialize, to expand the sphere of action and transcend the "trade fair" boundaries», explained Cirillo Marcolin, President of Mido and Anfao.

 

The intent? To allow the companies that exhibited at Mido to take part in the most important design event, «a new way of presenting themselves, a new way of participating, aimed at securing the attention of consumers who are design enthusiasts and experts », Marcolin pointed out. «This project expands Mido's B2B scope steering it towards B2C, to give Mido exhibitors exposure and visibility among a wider audience, stimulating discussions on the industry among non-trade people, building awareness and curiosity».

 

This means that Mido is looking beyond its spatial, temporal and semantic boundaries and is becoming a generator of new ideas. It has singled out the Saloni del Mobile week for this foray into a new area, and Milan's Tortona district, known as the largest World's Design District, as the ideal venue. An out-of-the ordinary Milan in spring – which will abandon its severe, materialistic attitude for once – to be taken over by a pacific invasion of design aficionados and others.

 

In this bubbling, fun, creative atmosphere, eyewear companies can show off their magnificent ability to innovate, create something heretofore unseen and let the wider public enjoy their work up close. They can also "breathe" the special energy that pervades the Saloni days, and stock up on ideas and stimuli to fuel their creativity.