When the Digital Edition of Mido 2021 takes place from 5 to 7 June, it will not only be an unusual time for the Italian optics fair instead of the usual February dates. It is also a virtual premiere with a new 360° format that promises an innovative experience thanks to the new platform that debuts on 28 May.
Ahead of the Digital Edition at the beginning of June, in an online press conference, MIDO and ANFAO President Giovanni Vitaloni and sociologist Francesco Morace, founder of Future Concept Lab, also gave an overview of the state of the Italian economy, the scenario of the eyewear sector and the post-pandemic outlook.
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“We wanted to surprise you with a new attendance record,” says Giovanni Vitaloni, “instead we will surprise you with an extraordinary new format, an immersive far-reaching experience. If the whole world can’t be in Milan, then Mido will go around the world. A formula that allows everyone to participate and maintain two of our fundamental qualities: Internationality and concrete business opportunities.”
The internationality of the eyewear fair and the focus on the market are at the heart of Mido’s new initiative: from 28 May, the new platform for the newly created b2b experience will allow buyers and exhibitors to get in touch.
The Digital Edition of Mido
The special show “A new way of seeing” will open the event on 5 June with a special guest; photographer Albert Watson, who will narrate from his point of view the transformative moment the world is going through and the new ways of seeing everything that surrounds us: Beauty, coexistence, nature, technology and the future.
The event, which will take place on 6 June, will address two fundamental aspects of the eyewear industry: fashion and design, through the meeting of 5 talents from different worlds, 4 successful representatives of the fashion world and 4 promising designers of the sector.
Giovanni Vitaloni, president of Mido, in March when announcing online that the 2021 fair cannot take place face-to-face (Image: Screenshot)
This year there are again numerous appointments with WGSN: Future Consumer 2022, Millennial and Genx Priorities, The Future Shopper e Eyewear Trends. There will be a special focus on innovative and environmentally sustainable materials, thanks to the contribution of Materially and the 3 events taking place during the show: Biomaterially, Transformed Waste, Perfect beauty.
Stands, lounges and spaces will become virtual, 7 days a week, 24 hours a day: spaces for public engagement offering events, meetings and real business opportunities until 31 December, with the exhibition of products and the possibility of online commerce.
In addition, the digital edition of Mido 2021 has more news in store. The “BeStore Award” will be enriched with a new category: the “Your BeStore Award”, where all visitors will have the opportunity to vote for their favourite optical centre via the platform.
The next face-to-face edition of Mido is scheduled for 12 to 14 February 2022 at the Rho Fiera exhibition centre.
