Mido: the eagerly-awaited international exhibition set for May 6-9 at Fiera Milano Portello
Mido, the eyewear fair, set to take place May 6th - 9th in Milan at its customary Fiera Milano - Portello location, is once again a not-to-be-missed opportunity for domestic and international trade professionals to unveil their new collections. The number of exhibitors has been confirmed - 1,200 will be on hand, and more than 65% of them will be from outside Italy, with a vast array of new designs on display. In fact, this unique showcase of cutting edge looks and trends will highlight approximately 2 million styles, representing 1,500 brands that comprise the 2006 ophthalmic and sunglass collections.
This year Mido focuses on education. At the inaugural press conference, the results of two research studies on children's and sports eyewear will be presented in a media exclusive. These two market segments are gaining global attention as awareness of their impact increases among manufacturers around the world. 'The show is an opportunity to enrich one's overall awareness and knowledge of the varied world of eyewear. Not only for trade professionals, stated Mido President Cirillo Coffen Marcolin, but also for all those with a passion for original designs, trends and technology. This is the spirit that drives Mido, each year, to always offer the newest and the best to its visitors'.
It's no surprise that last year Mido launched Mido Sport, a trade-savvy theme area devoted to sports and sports eyewear, located in the connector between pavilions 14 and 15, where eyewear and lenses designed exclusively for sports enthusiasts are on display. The headline event for 2005 is Mido Kids, an area that spotlights children's eyewear.
Appreciation runs high for the traditional theme areas like Mido Trend (for a preview of the hottest market trends), and Mido Tech (devoted to the technology behind a successful business edge, where the latest in machinery and raw materials are unveiled, offering a look into the 'back room' where designers' ideas take on creative form).
The much-awaited Mido Education area provides professional training programs for opticians and optometrists, and is the pride of the Milanese fair - which gains credibility as the leading European exhibition for offering high-profile continuing education. The 30 courses contained in the Mido Education program will be led by acclaimed Italian and international instructors, professors from the Bocconi University, and American speakers, as well as Milanese fashion gurus. Mido Education offers trade professionals educational opportunities of the highest quality, not easily obtained in other venues—an occasion not to be missed.
Mido will also host a seminar on presbyopia entitled 'The Eyecare Commission reveals the secrets of progressive lenses', an innovative workshop designed to demystify 'progressive lenses', planned and promoted by the Cdv (Italian Eyecare Commission). This event will take place in the Sala Bolaffio, Sunday, May 8th at 10:30 a.m. The meeting will also provide the setting for presentation of a momentous study conducted by Cra (Customized Research & Analysis, preferred by ACNielsen) on the sale of progressive lenses in the Italian market. Speakers will be Stefania Farneti (Director of Research at Cra Customized Research & Analysis) and Fabrizio Pirovano (Scientific Director of Pirovano Consulting and international trainer in sales techniques). Business will be followed by pleasure with the appearance of the guest of honor, Torinese cabaret artist Beppe Braida from the Zelig Circus, best known for his portrayal of a pseudo-journalist who transforms everything into an 'attack!'.
Mido 2005 also offers invaluable insights into the international market. An extensive research study into the American market (USA Vision Watch consumer survey) will be presented in the Sala Asia, Pav. 15, Saturday, May 7 (2.30 pm). This survey is annually conducted on a sample of 100,00 consumers by the Vca-Vision Council of America, for in-depth analysis of retail sales and consumer trends.
Among the many headliners, Mido 2005 will host the World Wide Vision Coalition meeting. For the first time ever, eyewear and lens manufacturers from around the world have agreed to meet at Mido to discuss international standards, counterfeiting and expanding global markets. A unique opportunity to compare notes, the appointment is set for Friday, May 6th, in the Anfao Club on the balcony of pavilion 16.
But that's not all. Mido 2005 offers even more opportunities to broaden one's understanding of the eyewear industry - Certottica, in concert with Anfao, has organized an international conference on 'The evolution of standards in the field of optics and ophthalmology, sunglasses and readers'. The meeting is set to take place on Friday, May 6th in the Sala Asia and is open to all interested Mido visitors and exhibitors. Authoritative speakers from the pertinent government ministries, as well as qualified legal experts and representatives from the Uni Technical Commissions and Anfao will participate.
