This year saw the first ever digital edition of MIDO, the only option in these difficult times. It was enthusiastically received, more so since the 2020 edition was postponed due to the Covid-19 pandemic.
Beauty was the common thread at the opening ceremony of MIDO Wonders are ahead, inaugurated by the Mayor of Milan, Giuseppe Sala and by the president of ITA (Italian Trade Agency) Carlo Ferro.
In a very emotional show, American photographer Albert Watson spoke of the wonders in life, in fashion and in other situations, and of the new challenges facing the world and entrepreneurs (in a post-pandemic context, sustainability, and digitalisation). “The beauty of the world is never-ending,” he opined, explaining that knowing how to see the wonder is an art that must be shared and is a message so strong “it will save the world”.
While eyewear was the core focus of the show with more than 400 brands, the interplay between art, culture, fashion, current events, design and technology also played a key role.
The three-day international eyewear event for the industry that concluded on 7 June 2021, even in its new format, stayed close to its standing of very high prestige. The figures reaffirm MIDO’s international appeal, its leadership role in the industry and its ability to generate business: Almost 50,000 interactions on the business platform, 438 display pages, over 5,700 registered users, and 50% international attendance.
MIDO 2021 has now concluded but its B2B trading continues on the online platform, putting buyers and exhibitors in contact until the next edition
It was the first virtual eyewear exhibition to be certified through strict inspection and testing by ISF CERT, to guarantee proper, uniform and transparent measurement of pertinent information to represent the “dimensions” of the virtual trade event, much as with a physical show.
The majority of the participants were European, followed by Americans and Asians. A good number of journalists from around the globe (more than 100 accredited) followed the events, visited the exhibitors’ virtual stands and wrote stories about the innovative, new format of the famous Milan show.
The web-based format offered more than 30 exclusive events – all available online – and 60 speakers. Major stars from different creative fields also made an impact with their presence during the course of the show. They included photographer Albert Watson, chef Massimo Bottura, designer Fabio Novembre, as well as an A-list of stars from the fields of global eyewear and design, along with technical and other experts who hosted talks for eyewear professionals where specific topics of interest to the industry were explored.
This year, the BeStore award went to Kempkes Optiek by Carlo van Kleij (Holland) for the Design category and to Optician Store by Romica Romascu (Romania) in the Innovation category. Users of the digital platform also elected the Your BeStore, a special category in the Contest section, where everyone could vote for their favourite optical shop: the winner was Eyes on Sheppard by Kerry Salsberg (Canada).
The on-line format made it possible to engage the audience in several successful initiatives. The Trivia by MIDO contest had many looking for answers and fun facts about the history of eyewear. And throughout the show, all users of the platform could respond to 14 questions about the coolest accessory. The winner (with the most correct answers in the least amount of time), Francesca Benedetti by Optikid, Roma, received a special gift.
“The first ever MIDO 2021 I Digital Edition has closed and we are extremely pleased with the outcome, thanks to the extraordinary efforts of the entire team,” stated MIDO president Giovanni Vitaloni. “Despite the very turbulent year that put us to the test, we were able to strengthen and build new confidence and trust, and we produced a digital trade show that came as close as possible to an in-person fair. There was a multitude of users and interactions, many more than expected. Thus, we are even more eager to return to meeting in person at Milano next year, while reassessing the expedience of the online format that allowed us to reach new exhibitors and visitors.”
While MIDO 2021 has concluded, its B2B trading continues on the online platform, putting buyers and exhibitors in contact until the next edition. Across all 24 time zones, ongoing transactions between exhibitors and visitors from around the world contribute to the recovery of global trade and to jumpstarting the eyewear market.
All events of the three days are available on the platform, with details on the website www.mido.com and on the official social channels: Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and LinkedIn and through the official App.
Participants and visitors can look forward to the next MIDO returning to its in-person edition in Milan, Italy, from 12 to 14 February 2022.
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11. NOTICE OF CHANGE
EFFECTIVE AS OF FEBRUARY 01, 2021
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