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

L’eyewear protagonista della Milano Design Week.

April 24 2023

Last week, Milan returned to the international design scene with the Salone del Mobile and FuoriSalone. The streets and districts of the city were populated with appointments in the sign of design: this year there were over 900. Eyewear also had its say in design: let's see how in this short guide.



The XY by AirDP capsule, 'Cromosome of Bold', was the first of the events: the collection was previewed to the press and sales forces on Monday 17 April during an exclusive event in Milan, organised by DDN HUB. On that occasion, in the splendid setting of Parco Sempione, Lele Danzi and Alessandro Del Piero - respectively Creative Director and Brand Ambassador of Airdp Style, together with Jacopo Thun, President Visual Friend - talked in the talk hosted by Francesca Russo, DDN, about the inspiration behind the new collection and the brand's future projects.


Akoni Eyewear took part in Milan Design Week for the first time, collaborating with Galleria Rosanna Orlandi at the Punto Ottico store in Milan. Four artistic works made Punto Ottico's surroundings unique by paying homage to the materials, shapes and textures of Akoni's exclusive glasses. Light, titanium, acetate, engineering and beauty, the works created managed to perfectly channel all the values of the Swiss eyewear brand and its extraordinary uniqueness, creating an immersive experience for visitors.
The artistic collaboration with Galleria Rossana Orlandi and the presence at the Milan Design Week 2023 are a natural step for Akoni. The brand has always been inspired by the world of design and art for its creations, working alongside and supporting pioneers of different arts with its mantra 'Framing Visionaries'.


Great sinerrgia with design also for the German brand that exhibited in the Kuboraum Milano Store in Via Bigli 24 SMOL, the unique armchair developed and designed by architect Andrea Eusebi in collaboration with Iva Drekalovic.


Modo, on the other hand, was involved in Elle Decor Italia's project 'The Art of Light' in the historic Palazzo Bovara. The result was an original exhibition-installation, but also a true interior design project that saw the collaboration of two studios: Giuliano Dell'Uva Architetti and Metis Lighting. The intent of "The Art of Light" was to recount the fundamental role of light within the domestic space, to talk about the virtuous relationship between light design and interiors, with an emotional language and a special immersive experience.

Elle Decor chose to present the designers and architects invited to the special breakfast with a pair of Modo glasses.


persol 350
On Tuesday 18 April, Persol presented its new collection and related campaign in the heart of the most iconic Design District, Brera. The evening saw the activation of two locations: the Vesta Fiori Chiari restaurant was in fact the elegant setting for an exclusive cocktail for the press, influencers and selected VIP guests, including Gabrielle Caunesil, Greta Ferro and Chiara Scelsi, to celebrate the launch of the collection and the N1 eyewear campaign in an exceptional location enlivened by the performance of the band The Gipsy Queens. The Persol store Fiori Chiari was instead opened to the public during the evening to allow all lovers of the brand to admire a preview of the new collection and become the protagonist of the campaign. In fact, a photographic set was set up where guests were able to have a black and white portrait taken, with the same layout as the brand's campaign, instantly downloadable on their devices and then share on social media.

Romeo Gigli

On Thursday 20 April, the VisionOttica Il punto di Vista optical centre in Viale Vittorio Veneto hosted a cocktail party for the Romeo Gigli Eyewear design project. Designed by Lucio Stramare.


Silhouette took part in Milan Design Week, creating a synergy between Ottica Aliprandi and Elli&Rini in one of the most prestigious streets of the fashion district.
The Pianeta installation, displayed in the Elli&Rini space in via Borgospesso, a capsule that fuses art and technology, allowed visitors to enjoy a multidimensional experience. Inside the structure, it was in fact possible to wear Silhouette eyewear models through the Virtual Try-on function that allows you to try on your face virtually the entire range of products in all shapes and colours. Once the model of prescription glasses or sunglasses had been chosen, the experience continued at the Ottica Aliprandi boutique, where visitors were welcomed by professionalism and courtesy in a soft and elegant atmosphere.

Thanks to Virtual Try On, it is possible to try on glasses from the sofa at home and have them delivered without any commitment to a physical shop.

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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.