POP-EYE is launched at Pitti today

The launch of the new exhibition project - based on the partnership between Pitti Immagine and MIDO - that explores the boundary between fashion and eyewear

At Pitti Uomo, Florence 17-20 June 2014, accessories take centre stage. A clear example of this is the launch of the POP-EYE project, the area dedicated to eyewear created by Pitti Immagine in partnership with MIDO (Mostra Internazionale di Ottica Optometria ed Oftalmologia), the most important international event for the eyewear sector.


POP-EYE aims to highlight the relationship between eyewear and fashion focusing on the highest quality and design and style research. The event will be held in a strategic location, the lower floor of the Central Pavilion with participation by a selection of highly creative and innovative companies. The project is designed to meet the needs of the most sophisticated buyers as well as eyewear companies in search of new creative partnerships. The brands on display include: Carolin Abram, David Marc, Dom Vetro, Established MMXII, Finlay, Les Pièces Unique, Masunaga, Matsuda Eyewear, Sunday Somewhere, Spektre, TYG Spectacles and VAVA. The event will be organised by Alessandro Moradei, a well-known figure in the creative and design world who perfectly reflects the concept of transverse thinking. In his work, he brings together worlds and disciplines that may seem very distant but in reality are able to interact profitably.


Cirillo Marcolin, President of MIDO states, "This project is part of Mido's programme for the year in support of exhibiting companies in various contexts other than their own showroom so that they can reach new players including the international media and a more sophisticated public. After our presence at the Fuorisalone in Milan, Mido arrives at Pitti Uomo with a selection of brands inspired by the fashion world that here find fertile ground for their creativity. This is a unique chance to promote your company and to strengthen the now well established bound between fashion and eyewear in one of the most prestigious international contexts."