After a record-setting edition last year, over 1,200 exhibitors and 52,000 professional operators from all over the world, MIDO 2017 is set to spotlight on ‘Wonder’
Where: Fiera Milano, Rho
When: Feb 25 – 27, 2017
MIDO- the International Optics, Optometry and Ophthalmology Exhibition, is revving up its engines to amaze the eyewear industry yet again. Slated for next year from 25th to 27th of February, 2017, MIDO Milano is shifting its focus to ‘Wonder’ for the upcoming edition.
The last edition in 2016 witnessed a record breaking participation with over 1,200 exhibitors and 52,000 professional operators from all over the world. MIDO 2017 is expected to surpass the last edition with companies, buyers, journalists and the sector’s leading trendsetters all under one roof in Milan for the event to meet, do business and be inspired by a magical and engaging atmosphere planned by the organising committee.
The new campaign features harmonious spaces, balanced shapes, the virtuous flowing together of everything beautiful and useful: the new face of MIDO will be lit up by the Italian excellence. With 3 new subjects – 4 in a few weeks from now – the 2017 campaign encompasses #livethewonder, a combination of art, architecture, tradition and modernity just like Made in Italy.
For the 47th edition of MIDO, the communication strategy will focus on ‘great beauty’ that is all Italian. Evoking De Chirico, spatial geometries and light will be made even more precious by elements that symbolise Italian designs.
Fashion and Italian style are linked to a message that extols the ability and creativity of the Bel Paese seen through lenses at MIDO.
Last year saw the statistics of MIDO double in regards to its online presence, with 100 percent more social media content and interactions during the show, over 10,000 posts on Instagram and Twitter, and 2,000 new fans on Facebook. And these numbers haven’t stopped growing yet because MIDO has been constantly active throughout the year interacting with its target audience and all the razzmatazz of the eyewear industry. The upcoming edition will also see an appointment that enhances the excellences of the eyewear sector in a global context, where the spotlights will shine on the professionalism and taste of a world for which Italy plays as the global reference point.
In the highly evocative images of Italian art and architecture, superb eyewear stars alongside the face of Lidia Comini, the charming young Italian model who is already known at international level and has been referred to by many observers as one of the emerging icons of true Italian beauty.
