Dec. 9, 2021 — Trade show organizers have shared updates on Mido 2022, scheduled for February 12-14 at Fiera Milano Rho in Milan.

Organizers referenced recent successful events at Fiera Milano Rho, including the EICMA motorcycle trade show at the end of November, and that there are currently no barriers to international travel, no measures prohibiting access to Italy by European citizens or those from other key market nations, including the U.S.

As of the end of November, 600 exhibitors confirmed participation in the show—including 350 international exhibitors. 

“Although uncertainty is a constant these days, we feel it is our responsibility to support the needs of industry businesses that, over the last two years, have suffered the consequences of the global crisis, says Mido president Giovanni Vitaloni. “Promoting a product like eyewear, whether optical or sunglasses, requires interaction, and Mido aims to reestablish interpersonal communication.”

Vitaloni also mentioned the show’s digital edition, launched amid travel restrictions caused by the Covid-19 pandemic, will return.

“The first digital edition, rolled out in 2021, is back again this year. Although a brilliant aid in managing contacts, it lacked the human touch in conducting business,” says Vitaloni. “At any rate, we believe we have amply demonstrated in the recent past that Mido has made responsible choices with regard to exhibitors and visitors, with whom we are constantly in contact to assess and ensure a high-quality event."

Key trends on the radar for Mido include product personalization and sustainability. Mido 2022 will see the debut of the “Stand Up For Green” award, honoring companies with outstanding consideration for the environment. The winner of this award and others (including the BeStore award for top optical shops, which will take place virtually and in person) will be announced on Saturday, Feb. 12 during Mido’s opening-day events. Applicants for the awards will be accepted via the Mido website until Jan. 12.

“The eyewear we will find at Mido are the result of two years in which companies have followed pathways that led to increasingly customized products, where what matters is their quality, durability, and content, understood as the story behind the spectacles,” says Vitaloni. “In addition, there is a greater focus on sustainability, with research into recyclable raw materials and production processes with low environmental impact.”

The show’s OttiClub space will host trend forecasting company WGSN and sustainable innovation company Materially.

“We have planned a game-changing edition—the world has changed and the ensuing developments led to a new way of envisioning business and the future,” says Vitaloni.