Mido 2004 is also Mido Sport

Sport will be one of the highlights at Mido 2004, one of the many new entries that will welcome all the trade in Milan from 7 to 9 May. A whole pavilion, 13/II, will become a large interactive showcase, a dynamic space where visitors can visually experience a sport event. This has been made possible because of all the fittings and mechanical structures that can simulate an infinity of sports activities and the eyewear that is used.

Mido Sport will host the most innovative sports lenses and eyewear, which will be divided into three areas - sea, mountain and land - in a context where sport will be on stage. An attention-grabbing place, with many images and ideas to establish an emotional link between the event and the real product and to recreate the thousands of reasons - technical, instinctive, aesthetic, functional - that induce us to opt for this or that eyewear or lens.

In order to highlight the dynamic concept of sport and to project the visitor into another world, the layout of the room will become a big eye with a pupil at the center. This will become a privileged viewpoint and a place where the images shown on the large surrounding screens can be viewed. A sequence of films, where the perspective suddenly and quickly changes, combined with lights and choreography, will transform the spectator into the protagonist of the sports event, focusing the attention on the category of products used in that particular context and creating a continuous link between emotions and exhibition.

All the products inside the three areas will be divided into themed groups and each will be accompanied by its name, technical sheet and stand location of the manufacturer at Mido.

'Mido is the first exhibition in the industry that has dedicated an entire pavilion to sport', stated Mido President Cirillo Coffen Marcolin, 'and we are very proud of this. We have always been very careful observers of shifting market trends and, after having created tech and trend areas, we are now convinced that sports eyewear and lenses now deserve their own privileged space. This is not simply an exhibition space that displays the finest products from industry. The specific features of lenses and eyewear will be illustrated with pictures and descriptions, with all the references to the producers and where they can be found at Mido, on special captions'.

A dynamic area in movement, that offers a steady stream of intense emotions, which is what sport is all about.