WMido - Milano Eyewear Show - February 3-5 - 2024

50 years of MIDO in the novel “Through the looking glass”

February 4 2020

Authored by Adriano Moraglio, well-known Ansa and Il Sole24 Ore journalist, “Through the looking glass” interweaves fact and fiction in a novel that narrates 50 years of MIDO through the personal and professional adventures of a family of opticians. It all begins on May 15, 1970: Giorgio, owner of an optical shop in the suburbs of Turin, decides to take his 12-year-old son with him as he attends the first edition of MI-DO, the Italian optics and ophthalmology trade show being held at the Milan Fairgrounds. Thus begins an extraordinary journey through the world of eyewear that will lead the novel’s main characters to become increasingly passionate about the artisanal and industrial achievements of this industry, and to explore its ancient origins in Italy’s Cadore region. The story is the first-ever account of the growth – through feast and famine – of the leading eyewear exhibition. It spans five decades of Italian history while narrating the exploits of an industry that, by consistently courting international expansion, becomes a driving force in Italy’s economy. “Through the looking glass” is not just a novel but also a photo album of the most defining images from 1970 to the present – a journey through time and the history of MIDO that, from the very first editions, drew industry professionals from around the globe and was poised for success.

Logo WMido

WMido – World Weekly Wonder – is the editorial project of MIDO, the world's leading international Optics, Optometry, Ophthalmology exhibition. WMido is designed to give timely, comprehensive eyewear-related news, with a keen eye on the parallel worlds of fashion and design. 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.