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MIDO 2025

( 8 February 2025 - 10 February 2025 )
Location: Italy, Milan
Industry: Optics Eyewear
Organizer: Fiera Milano S.p.A.

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About the event


MIDO 2025 will occur between the 8th and 10th of February 2025. The format of the event is in-person. Rho Fiera Milano will not feature coronavirus safeguards. This is due to the removal of the country's pandemic restrictions.


MIDO (MIDO Milan) is a premier Italian and European eyewear event, founded in 1970. It displays the most up-to-date design trends and optometry solutions. The fair occurs in the Fiera Milano. MIDO tends to attract around 60 000 attendants. For instance, one edition received 1 305 exhibitor firms and 58 000 visitants. Attendants represent countries such as the USA, Japan, and Italy. Often participants are superior decision-makers such as CEOs, heads of departments, or manufacturers. Suppliers also visit the fair, with many having the option to conduct significant business decisions.

About MIDO Milan

MIDO features a detailed event programme that includes eight exhibition areas. The first exhibition area is the Fashion District. It is the area where visitors can examine the newest eyewear collections. Another exhibition area of interest is the MORE! It is a showcase zone where visitors can study revolutionary and new eyewear projects. Similar in intent is the Design Lab, which shows the most avant-garde collections. It is, furthermore, the zone where visitors can see the latest trends as implemented ideas. A dedicated space within the Design Lab is the Lab Academy. This is where a selected group of innovative companies show their collections.

The Lens Pavilion showcases ophthalmic lenses, including the latest technological innovations. It is also the location of the Otticlub, a dedicated meeting space for expanding professional knowledge. This is due to the Club presenting symposia, courses, and panels. The topics focus on the vision and optical sectors and include the latest developments. Another exhibition zone of interest is the FaiR East. This is where Asian manufacturers show their latest collections and innovations. This allows such companies to both expand their business and gain recognition.

Visitors should also not overlook visiting the Tech zone. The location shows the latest developments in manufacturing eyewear. These include machines, ingredients, and component parts used to manufacture frames or lenses. Attendees should likewise not disregard visiting the Press Village. The Village is where lead sector publication agencies gather. Such include journalists, editors, photographers, and others searching for information and news. This allows enterprises to raise brand name awareness and gain recognition for innovations. The fair also includes two pivotal award ceremonies. The first is the Bestore Award, a special award given to optical stores that have won in one of three categories. The other award ceremony of interest is the Stand-Up for Green Award. This is a prize awarded to the most nature-conscious exhibitors.

Among the leading brands and companies to attend as exhibitors are:

  • Benq;
  • Nikon;
  • Soho;
  • Esprit;
  • Chopard;
  • Nina Ricci;
  • Victor Hugo;
  • Solvay;
  • Evonik;
  • Canon;
  • Oculus;
  • Pulsar;
  • Dunlop;
  • Lee Cooper Eyewear;
  • BMW;
  • Harley-Davidson;
  • Longines;
  • Guess;
  • Tom Ford;
  • Timberland;
  • Calvin Klein;
  • Nike;
  • Victoria Beckham;
  • Vivienne Westwood;
  • United Colors of Benetton;
  • Mango;
  • Playmobil;
  • Kodak;
  • Porsche Design Eyewear;
  • Saint-Gobain;
  • David Beckham;
  • Jimmy Choo;
  • Pierre Cardin;
  • Polaroid;
  • Impala;
  • Underarmour;
  • Schneider;
  • Tom Tailor.

The MIDO is a leading event for the eyewear, medicine technology, ophthalmic optics, health, and fashion sectors.

MIDO Milan Accommodation

Procure suitable accommodation for MIDO with Travel 2 Fairs Ltd. All that is necessary is to inform us about the rooms you need, how much you wish to spend, and your desired location. Travel 2 Fairs Ltd manages the rest. Reserve lodgings next to Fiera Milano Rho and gain valuable access to public transport. We can advise you on the best routes to take to the venue. Aside from affordable hotel accommodation for exhibitions, we also provide transport services. One way to travel to your hotel is to have a rent-a-car wait for you at the airport. Another is to schedule an airport transfer in both directions.

Event information might be outdated because of the coronavirus pandemic. More information is available from the organiser.

Past Iterations

MIDO 2022

MIDO 2022 occurred as a hybrid trade fair at Fiera Milano Rho. It was held between the 30th of April and the 2nd of May 2022. The venue featured coronavirus safeguards such as social distancing and mandatory face masks. MIDO Milan 2022 featured 22 000 visitants from over 50 countries and more than 660 exhibitor firms from 45 nations.

MIDO 2023

MIDO 2023 occurred as a live trade exhibition at Fiera Milano Rho between the 4th and 6th of February, 2023. The venue did not feature coronavirus safeguards. This is because of the lifting of the country’s pandemic restrictions. The iteration was attended by 35 000 attendees, with 80% travelling from Europe, more than 1 000 exhibitor firms (72% from abroad) and over 380 media representatives.

MIDO 2024

MIDO 2024 was a live trade exposition hosted in Fiera Milano Rho between the 3rd and 5th of February 2024. The event featured over 1 200 exhibiting firms from 50 nations, more than 40 000 visitants from 160 countries and around 400 media specialists. This represented a 25% increase in exhibitor attendance and 11% increase in visitor participation, respectively. The event's socal media generated more than 2 000 000 impressions.  






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