Mido 2024: a new era of communication

Mido 2024
[:it]Mido 2024[:]

Mido 2024, scheduled at Fiera Milano Rho from 3 to 5 February next, is preparing for its 52nd edition by launching the new worldwide communication campaign, “The Eyewear Universe”. The campaign was created by integrating human creativity with the innovative power of Artificial Intelligence, the first of a fair created with this technology.

An event always at the forefront

An event that has always ridden and often anticipated new trends, not only in the eyewear sector – commented the president Giovanni Vitaloni -. It has changed the traditional concept of trade fairs, transforming itself into a truly global event both in terms of set-ups and happenings and training (think of the Otticlub meetings, also available online throughout the year). It has also always believed in technological and digital innovation: it was one of the first exhibitions in the world to develop an app to be used at the fair and to use augmented reality for an advertising campaign. Today we take the opportunity that Artificial Intelligence offers us to explore the new frontiers of visual communication, knowing full well how irreplaceable human creativity is and that knowing new technologies means knowing how to govern them intelligently”.
The claim chosen for the Mido 2024 campaign is “The Eyewear Universe”, graphically elaborated through the spheres that make up the images and are part of a new universe, with planets of different sizes and colors which, acting as a backdrop for stylish figures, contribute to creating a fantastic world, that of eyewear.
For the second year, the creative direction was entrusted to the designer and artist Max Galli, in collaboration with Mixer Group.
Intercultural and sophisticated, the campaign will be declined in print and on the web globally and will develop into several subjects that will be unveiled in the coming months.

The internationality of the salon

Mido 2024 www.mido.com looks at the numbers of last year’s edition which confirmed the leadership of the eyewear show thanks to the 35,000 operators coming 80% from Europe and 20% from the rest of the world.
Compared to 2022, an increase of 60% was recorded. The presence of Italy is also growing, reaching 53% of the total.
On the other hand, the over one thousand exhibitors, representing the entire supply chain, from machinery to lenses, to frame manufacturers – major brands in the sector and young independent designers – 72% came from abroad and 28% from Italy. Among the foreign presences, 51% is represented by Europe, 42% by Asia and 7% by the rest of the world.