MIDO 2025 – registrations and awards are open!
MIDO, the leading international eyewear trade show, returns from February 8-10 at Fiera Milano Rho, welcoming attendees from around the globe—last year attracting over 40,000 visitors from 160 countries! To register, complete the form at this link: https://www.mido.com/en/entry-pass. Members of the press can register here: https://www.mido.com/en/press-registration.
THE AWARDS
Applications are open for the awards that MIDO dedicates every year to opticians and exhibitors:
Best Store, CSE Award and Stand Up For Green.
Until 8 January, opticians from all over the world will be able to register for the historic Best Store Award, which this year reaches its 10th edition. The renowned award created by MIDO for the best optical center at an international level is divided into the categories of Design and Innovation. Awarded by an international jury of design and retail experts, managers, creative directors and journalists, the prize will reward the optical center that has distinguished itself for the best shopping experience, the atmosphere, the furniture, unusual materials, or a particular layout of the store (for the Design category) or for digital and traditional communication, interaction, the proposal of customer services, and again for their history and human and emotional aspects (for the Innovation category). Last year, with an official ceremony that took place at the OTTICLUB, the prize was awarded to the Swiss optical center LENETA – Concept Store Optique by Anaïs Murith in the Design category, chosen to brilliantly blend beauty, retro charm, contemporary aesthetics and responsible sales. For the Innovation category, the Portuguese Ótica Maxivisão by Vitor Martins was awarded, both for its strong social commitment, through numerous solidarity missions in five countries, and for its attention to environmental protection.
Until 13 December, MIDO 2025 exhibitors will be able to apply for the CSE Award – Certified Sustainable Eyewear, created by MIDO with ANFAO and Certottica, assessing sustainability in the eyewear sector at an international level. Sunglasses, a frame or a case can be submitted: an authoritative jury will evaluate the competing products which, in order to win the prize, must have been made in compliance with the principles of sustainability. Recycling of materials, reduction of consumption in production and distribution processes, enhancement of the supply chain are some of the criteria that the jury will use to decree the winners.
Finally, by 15 January 2025, MIDO exhibitors will be able to candidate their stand for the Stand Up For Green award, which honors the most sustainable exhibition space in terms of attention to environmental impact and the use of materials.
You can apply to all the awards by filling out the online forms available in the “Awards” section of the https://www.mido.com/en/.
THE NEW CAMPAIGN “REFOCUSING ON HUMANS”
MIDO 2025’s communication campaign bucks the trend and anticipates, as only the Milano trade fair can do, an urgency that is already clearly felt in society: to bring people back in the spotlight and celebrate the return to the value (and values) of human creativity.
The campaign was created by world-renowned photographer Uli Weber and entrusted to the creative direction of Max Galli in collaboration with Mixer Group. “I imagined an idea of beauty that could be born from the concrete and material know-how that only the “heart” and “hands” of true eyewear artisans can convey – comments Max Galli. A visual and conceptual message that would depart from the artificiality of the numerous intelligences that populate our current situation and put man back at the center”.
In “Refocusing on Humans” Weber used bodies to create human sculptures that allude to the world of eyewear, where hands “frame” the eyes of the models and focus the attention of the viewer, refocusing the gazes, in a continuous exchange between viewer and subject. The attached second subject is part of the intercultural and sophisticated campaign that will be developed in the next months and shall be distributed globally.
To stay up to date on news, visit the website https://www.mido.com/en/ and the official social
channels https://linktr.ee/MIDO_Exhibition
