Mido 2012: the eyewear world meets in Milan

Marcolin "new impetus and stimuli" - a three day appointment

The curtain is about to go up on the 42nd edition of the International Optics, Optometry and Ophthalmology Exhibition (Mido), the most important international appointment devoted to the sector: five halls, theme areas, dedicated spaces, more than 1000 exhibitors from over forty countries in all the continents, all the biggest companies in the world in addition to small, new production companies and important players in retail distribution. All sectors of the eyewear industry are the protagonists: lenses, machinery, components and frames, the sunglasses and prescription glasses that have become refined and indispensable accessories for a total look in the 21st century. Unique items made from sought-after materials and processes that enhance patterns and styles.


This, in brief, is the picture of Mido 2012 that emerged today at the presentation press conference hosted by Cristina Parodi at the Hotel Boscolo. The meeting with journalists served to take stock of the exhibition which will be held in its now customary location: the halls at Fieramilano, Rho-Pero.
"For more than forty years, the international eyewear sector has met at our exhibition and it is here that it finds the proper impetus, energy and creative stimuli for continuing to consolidate its road to success" stated Mido and Anfao president Cirillo Marcolin, according to whom "the most prestigious exhibition appointment contributes to giving the eyewear industry new impetus thanks to its strong vocation for creating business and commercial opportunities during this period".


For some time now Mido has had the characteristics of a multitasking exhibition: business, fashion, training, study, products, indispensable marketing tools, communication and promotion. "Mido can offer all this thanks to the continual and attentive dialogue with its reference partners" - Marcolin explained - "and by constantly interfacing with the world of eye specialists in order to offer them a customized service and enable their requests to meet the requirements of companies".


The date of this year's edition has changed: from Sunday, March 11 through Tuesday, March 13. A decision that, on the one hand, aims to help buyers from abroad who prefer to concentrate visits to the exhibition during the working week, and, on the other, to enable opticians from Italy and neighboring countries to come on Sunday and Monday, days when the stores are closed in many cities.
A customized service has been provided specifically for Italian opticians in hall 22: OttiClub by Mido has a conference area for in-depth meetings and a reception area with spaces dedicated to business and relaxation. Access is reserved for all Italian operators visiting the exhibition as well as members of Easy Mido. "In collaboration with the most important sector associations, Mido has promoted an initiative that is as simple as it is effective: picking up opticians from their home!" - Marcolin explained - Transfers from various regions of Italy have been organized. And with an eye on the future, we have extended the initiative to include students in their final year at schools of optics (high schools and universities). Guided visits to the exhibition have also been organized so that they can have a closer, more personal experience of the latest ideas in the international world of eyewear».


Mido is characterized by a linear layout divided by product area and type. "Mido" – Marcolin underscored - "is a unique experience that is difficult to put into words. To understand the potential and appreciate its usefulness, it has to be visited in person. A walk round the stands is essential for anyone who wants to know everything about the eyewear universe». Leading-edge technologies for materials, lenses and accessories are to be found in the Mido Tech hall and in the hall devoted to lenses. The most advanced experiments in shapes, materials and colors illuminate Mido Design Lab 24, which will be open until 10pm on Sunday 11, and the Asian Pavilion hosts all the production companies from the Far East. In hall 15 there is an area for companies presenting products dedicated to sport. A showcase-event on the thousands of reasons that lead up to choosing a pair of eyeglasses and lenses: technical considerations, cultural influences, fashion inputs, "impassioned" choices. And to bring operators even closer to the subject, at 9.45am on Monday, March 12, the OttiClub conference area (hall 22) will host a seminar on "Vision in Sport: the application of optometry in sport" organized by the Roll of Optometrists.
Mido's more traditional appointments will be joined this year by an initiative that will involve some of the halls: "Visionaria", a series of artistic performances by contemporary artists. Visitors and exhibitors will be able to watch the creative process that leads to works of art, each one of which is the artist's personal interpretation of the subject of sight and, more generally, of vision.


Year after year, the exhibition also consolidates its strong bond with the world of fashion and design. «In recent years, eyewear has embraced different worlds, from the fashion system to experiments in design, and it has interpreted their ideas" - Marcolin pointed out – "At the same time, it is an indication of new reference language concepts which complement a "total look" that is increasingly sought-after by consumers». Nowadays, wearing glasses allows us to feel fashionable. Eyewear sets the trend and is no longer thought of as an invasion: "Contributing to this is the image culture that now permeates our society" - Marcolin stated – "Eyewear, the only object we wear on our face, has become an accessory with the greatest capacity for expression".


But, above all, Mido remains a specific opportunity for taking a close look at the trends in eyewear for 2012, for finding out about the most innovative technologies or the most leading-edge materials. This is why, for three days from this Sunday, the entire eyewear world will be here.