Mido 2007: Let The Show Begin!

For the 37th time Mido, the foremost International Exhibition of Optics, Optometry and Ophthalmology, throws its doors open wide to the international eyewear community.
Forecasts for growth have been confirmed -- with a staggering 15.2% increase in exhibition space (53,000 net sq. m.) over 2006, compared to approximately 46,000 for the previous exhibition. Not to mention the additional 1,000 meters of space occupied by the Press Village and the stands set aside for organizations, associations and fairs.
Organization of show areas by product category, in a single level exhibit hall, is certainly one of the strengths of this trade show where, thanks to the simplified layout, participants can easily move from one business meeting to the next.
Transferring Mido to Fieramilano's new Rho-Pero Complex made the desire to offer more services to all the exhibitors a reality - to the delight of exhibitors, who arrived from all parts of the globe to confirm a growth trend, marking an 8% rise in participation over last year.

With regard to the initial exhibition layout, this 37th Mido event has added a pavilion, number 6, to the originally-planned 1, 3, 2, 4, 5, and 7.
What's new this year begins with Mido Design Lab, a must for anyone who doesn't want to miss the latest in cutting-edge design and products. Mido Design Lab is the logical extension of the area that in the past was called Mido Trend, and focuses solely on design products and prototypes offering an impressive, exclusive showcase for those manufacturers chosen to exhibit here by a specially-appointed panel of experts.
The traditional appointment with Mido Education will continue this year, but in the new pavilions of Fieramilano's Rho-Pero complex, offering a bird's eye view of the scientific and technological advances and most significant topics for eyecare and eyewear professionals.Mido 2007 presents 15 highly focused and specialized course offerings, each lasting approximately 4 hours, to be held May 5 in Service Center classrooms at the Fieramilano Rho-Pero Congress Center.
Of particular interest, Saturday May 5th, will be the meeting entitled 'Progressive Lenses: future prospects', organized as part of Mido Education; an invaluable opportunity for meeting, learning and exchanging ideas, where topics of a highly scientific nature will be explored, alongside an in-depth look at marketing.

In addition, with an eye to tailor-made services available to exhibitors, don't miss the anti-counterfeiting desk and the Custom's Agency's presence at the Fair.

Participants entering through the East Gate, the entrance where the Milan Fair's on-site 'red line' subway station (linking the Fairgrounds to the Duomo Square and downtown Milan) is located, will easily find pavilions 1, 3 and 5, home to the manufacturers of ophthalmic frames and sunglasses. Pavilion 2 will host exhibitors of lenses, and pavilion 4 makers of frames and the international group stands. Mido Design Lab and the Press Village will occupy pavilion 7. Pavilion 6 will host Mido Tech, the space set aside for machinery, and the manufacturers of components, and is also where other service areas, such as the Foreign Club, will be located.

For four days, the new Fieramilano complex will throb with visitors to Mido, the heart and soul of international eyewear.
Its contemporary pavilions, designed by the brilliant architect Fuksas, will form the theater and stage where the many faces of international eyewear styles and fashions will be on display; visitors will discover a kaleidoscope of colors, contrasts and shapes. Glancing back at the past, but with an eye to the future, it's a bridge between the old and the new, offering stylish sunglasses and corrective eyewear frames that illuminate both night and day.
In honor of this 'leading lady' of Mido, the many faces and meanings of eyewear will take center stage the evening of May 4th for an unparalleled fashion show.
Organized in team with Vogue Italia, 40 years of history of this fashion accessory will be celebrated, illustrating its transformation into an object of desire that has influenced fashion, customs and society.