The next MIDO 2023, from 4 to 6 February at Fiera Milano Rho, presents itself with a completely renewed new look and a new claim.
A choice that aims to emphasize the values that have distinguished the event for over 50 years: innovation and tradition, beauty and transformation, internationality and memorability, amazement and concreteness.
The appointment with the companies and brands that represent eyewear in the world involves different targets. From manufacturers of frames, lenses and machinery to designers, from large multinationals to small innovative companies.
An involvement that aims to define new roads, confirm partnerships and sign commercial agreements.
As usual, MIDO 2023 https://www.mido.com/ will also be an opportunity to take stock of the trend in the sector and take stock of how much the current geopolitical crisis will have affected not only world eyewear, but on the entire economic system.
The final balance of the 2022 edition
The 50th edition of the fair, which took place from 30 April to 2 May, saw 22 thousand visitors with proposals from 660 companies from 45 countries on display. Proposals distributed in five pavilions and eight exhibition areas.
There were a total of 50 countries of origin of the visitors, including Europe (France, Spain, Germany, Great Britain, Portugal, Greece, the Netherlands, Switzerland), the United States, Israel, Brazil, India, Tunisia, Iran , South Africa and the United Arab Emirates.
The new MIDO 2023 adv campaign
The creative direction of the new “Frames” communication has been entrusted to Max Galli, in collaboration with Mixer Group.
Galli has created a real manifesto with an intercultural and inclusive matrix, based on contamination and color. An unprecedented frame for the hero product: glasses with the entire universe of eyewear, which from time to time become metaphors of style and personality.
The campaign is based on four subjects, which will be unveiled every month starting from 15 December and which embody the principles underlying the philosophy of the event: contemporaneity, culture, fashion and beauty.
Also new is the MIDO 2023 claim “The Eyewear State of the Art”, which reaffirms the position as leader of the event.