MIDO is NEW and a never-ending wonder

New logo, new communication campaign, a revamped floorplan, many satellite events and more Let the Wonder Begin! The new Mido 2015 being presented in Paris is an evolution, leveraging both tradition and innovation as key features of its upcoming editions in Milan and confirming its role as the No.1 meeting place for the international eyewear industry.   MIDO becomes NEW, MIDO is "Never Ending Wonder", with an all-Italian ability to surprise with its creativity, design, beauty, culture, art, in a never-ending story of renewal that is all about modernity and innovative drives. Milan – the world's fashion and design capital and under the international spotlights with the World Expo in 2015 – will be hosting the new Mido, an international event with a unique, unparalleled Italian heritage that is central to a new approach in seeing, appreciating and loving what surrounds us. A new point of view to look .... forward. MIDO has therefore evolved to better serve the needs and expectations of eyewear companies and visitors, showing once again that it leads the way internationally, and becoming an unmissable international rendez-vous for the eyewear trade.   - The logo – personality and instinctiveness A logo is often considered to be the soul of the brand. This is why MIDO decided to have it restyled. An alternation of sharp and soft lines, in shape and character, just like in eyewear design, are the signature elements of the new logo and give the brand an identity that makes it recognizable and unique. The logo comes together with the new payoff - "Never Ending Wonder" – the acronym of which gives rise to the word NEW and communicates the very essence of MIDO.   - Campaign – never-ending wow factor Six different pictures, six photos, six ideas that are eye-catching and make you reconsider something that has always existed, i.e. grandiose, brilliant Italian creativity. Where a woman is an incredible painting or a fresco, where a garment becomes a work of art, and an eyewear detail is part and parcel of a marvelous stage, be it a Renaissance interior, a silent, misty landscape or an awesome play. The campaign concept echoes the unparalleled symbols of Italian elegance and sophistication in the world. The eyewear detail, a high fashion product, a beautifully frescoed wall and then just a signature: MIDO.   - MIDO – a journey across experience An exhibition is more and more like a journey where experience and contacts make all the difference. The 2015 session will have a revamped floorplan to give a better exposure and enhance the themes areas as well as to make finding your way around easier. The first news is the location of the pavilions which, as of next year, will be closer to the subway to make getting there faster and easier. The second news is the floorplan which has been totally redesigned and will be the same for all the pavilions. This will make it easier and quicker for visitors to find their way, while also ensuring that exhibitors get the best possible visibility. MIDO's theme areas will be back: Design Lab, Fashion District, Lenses, Mido Tech and the FAiR East Pavilion. And with a big new entry inside the Design Lab: LabAcademy, a space reserved for emerging designers attending Mido for the first time.   - Bestand & Bestore Riding the wave of its success at the 2014 exhibition, Bestand will return to single out the most attention-grabbing, original and communicative booth. Voted by visitors, the "coolest" exhibition area will receive a surprise prize from MIDO. MIDO wants to be closer to opticians, who are the exhibition's target audience. In 2015 it will kick off the Bestore project, an international award for the best eyewear display, and is reserved for the "special guests" at the exhibition, the opticians. Optical stores are no longer just places where purchases are made and MIDO wants to show and drive this change. An international panel of experts will judge store photos sent online by opticians taking part in the competition.   - Satellite Events The new MIDO will continue to live all year long through its satellite events. After a successful debut at Pitti Uomo in June, Mido returns to Florence with the second Pop-Eye in January. And for the third consecutive year, a number of companies selected by Mido will be at Milan's upcoming Fuorisalone as part of the new See with Mido initiative. In both cases, Mido will be accompanying a selection of companies that are highly creative and innovative in various fields, to source new stimuli and creative synergies and to network with an all-new audience.   - Magazine WMIDO – World Weekly Wonders, is a new editorial project that will take over from the existing MIDO365. A weekly magazine designed to give companies timely, comprehensive eyewear-related news, but also with a keen eye on the parallel worlds of fashion and design, in perfect harmony with MIDO's evolution. The latest news, in-depth reports, interviews and comments so that readers will not miss out on anything and can stay connected with the business world and the market. The new editorial format will involve all the offline and online communication tools, starting with the website and the App, with the updated version downloadable in the coming weeks.   - Strategic team-ups - SILMO MIDO in Milan and SILMO in Paris, the two most important exhibitions for the industry have strengthened and broadened their working partnership to provide exclusive services to their exhibitors. Under the agreement, as from next year and on a regular basis, the results of six-monthly research studies on the international eyewear industry will be presented at the two exhibitions.