Feb. 12, 2025 — The opening day of Mido 2025, which took place Feb. 8-10 at Fiera Milano Rho in Milan, featured the presentation of the Mido Awards, recognizing achievements in the eyewear industry with a focus on innovation and sustainability.
For the 53rd edition of the international eyewear trade show, pre-registration numbers were up 15% over last year; Mido reported more than 42,000 attendees from 168 countries at the show’s conclusion. More than 1,200 exhibitors, of which 930 were international, spread across eight exhibit areas.
The 10th edition of the Best Store Award honored top optical centers worldwide. Zien & Horen Frits van den Bosch (Wommelgem, Belgium) won the Design award for its creative interior and customer-oriented services, including a cafe and a children’s area. Ottica Padrin (Vicenza, Italy) received the Innovation award for its use of advanced technology, personalized customer service, and sustainability efforts.
The Stand Up For Green award, recognizing the most sustainable exhibit stand, went to Silhouette International (Austria) for integrating design with resource efficiency and waste reduction. A special mention was given to CSO Costruzione Strumenti Oftalmici for ongoing social and environmental initiatives.
The CSE - Certified Sustainable Eyewear Awards recognized sustainability efforts across six categories:
- Cases, Rest of the World: Nike (Marchon, Italy) for stakeholder engagement and social sustainability initiatives
- Cases, Europe: Mokki Click (Mokki, Norway) for using 100% recycled materials and circular design principles
- Frames, Rest of the World: Hibang (Duolog Design, Taiwan) for a single-material design with a disassembly system for simple replacement of components
- Frames, Europe: Rolf (Rolf.produktions, Austria) for 3D-printing with biogenic material and recyclable frame construction
- Sunglasses, Rest of the World: Karl Lagerfeld (Marchon, Italy) for research into sustainable materials combined with functional design
- Sunglasses, Europe: Boss (Safilo, Italy) for incorporating recycled materials in all eyewear components and social responsibility initiatives
Additionally, the inaugural Sergio Cereda Design Award recognized emerging eyewear design talent. Tea Rocco (Laba, Italy) was selected for combining innovation with elegance, earning a $10,000 prize to support her career. The award will expand internationally in 2026, offering $10,000 for first place, $5,000 for second, and $2,500 for third, with winners announced at Mido 2026.
Other highlights from the show include:
- The Italian Optical Manufacturers Association (ANFAO)’s Lens of Time exhibition was announced. Open to the public from May 7 to July 22 at the Palazzo Flangini in Venice, the exhibition will showcase the history and evolution of Italian eyewear.
- A presentation, “Oops, I Said it Again: Navigating the World of Inclusive Language,” discussed how an increasing number of companies are realizing that inclusive language is not only an ethical choice but also a valuable tool for building an equitable, respectful corporate culture.
- WGSN presented a study, “STEPIC Innovations 2026,” exploring 12 trends that will reshape society, technology, environment, politics, industry, and creativity in 2026. A survey revealed that the 2026 eyewear market will be shaped by identified consumer profiles: impartialists, who seek transparency and authenticity; individualists, who are characterized as independent nonconformists; gleamers, who trend toward simplicity and well-being; and synergists, who advocate for harmony between humans and technology.
- “Sport and Vision: The Importance of Visual Health in the Practice of Sports,” highlighted the connection between vision and sports performance, advocating the importance of healthy vision not just to improve performance but also overall safety on playing fields.