Mido has evolved to be closer to its target audience with a host of new offerings, starting with the pavilions, and new projects, including the new Bestore award
Where: Milan, Italy
When: February 28th – March 2nd, 2015
The new Mido 2015 being presented in Italy from February 28th to March 2nd, 2015 is an evolution, leveraging both tradition and innovation as key features of its upcoming edition in Milan and confirming its role as one of the best meeting places for the international eyewear industry.
Milan – the world’s fashion and design capital and under the international spotlights with the World Expo in 2015 – will be hosting the new Mido, an international event with a unique, unparalleled Italian heritage that is central to a new approach in seeing, appreciating and loving what surrounds us.
Mido has therefore evolved to better serve the needs and expectations of eyewear companies and visitors, and becoming an unmissable international rendezvous for the eyewear trade.
The Logo – Personality And Instinctiveness
A logo is often considered to be the soul of the brand. This is why Mido decided to have it restyled. An alternation of sharp and soft lines, in shape and character, just like in eyewear design, are the signature elements of the new logo and give the brand an identity that makes it recognisable and unique.
The logo comes together with the new payoff – ‘Never Ending Wonder’ – the acronym of which gives rise to the word ‘New’ and communicates the very essence of Mido.
Campaign – Never-Ending Wow Factor
Six different pictures, six photos, six ideas that are eye-catching and make you reconsider something that has always existed, that is, grandiose, brilliant Italian creativity. Where a woman is an incredible painting or a fresco, where a garment becomes a work of art, and an eyewear detail is part and parcel of a marvellous stage, be it a Renaissance interior, a silent, misty landscape or an awesome play. The campaign concept echoes the unparalleled symbols of Italian elegance and sophistication in the world. The eyewear detail, a high fashion product, a beautifully frescoed wall and then just a signature: Mido.
Mido – A Journey Across Experience
An exhibition is more and more like a journey where experience and contacts make all the difference. The 2015 session will have a revamped floor plan to give better exposure and enhance the theme areas, as well as to make finding your way around easier. The first update about Mido 2015 is the location of the pavilions which will be closer to the subway to make getting there faster and easier.
The second update is the floor plan which has been totally redesigned and will be the same for all the pavilions. This will make it easier and quicker for visitors to find their way, while also ensuring that exhibitors get the best possible visibility. Mido’s theme areas will be back: Design Lab, Fashion District, Lenses, Mido Tech and the FAiR East Pavilion, with a big new entry inside the Design Lab: LabAcademy, a space reserved for emerging designers attending Mido for the first time.
Bestand And Bestore
Riding the wave of its success at the 2014 exhibition, Bestand will return to single out the most attention-grabbing, original and communicative booth. Voted by visitors, the “coolest” exhibition area will receive a surprise prize from Mido.
Mido wants to be closer to opticians, who are the exhibition’s target audience. In 2015 it will kick off the Bestore project, an international award for the best eyewear display, and is reserved for the ‘special guests’ at the exhibition, the opticians. Optical stores are no longer just places where purchases are made and Mido wants to show and drive this change. An international panel of experts will judge store photos sent online by opticians taking part in the competition.
The new Mido will continue to live all year long through its satellite events.
After a successful debut at Pitti Uomo in June, Mido returns to Florence with the second Pop-Eye in January. And for the third consecutive year, a number of companies selected by Mido will be at Milan’s upcoming Fuorisalone as part of the new SEE with Mido initiative. In both cases, Mido will be accompanying a selection of companies that are highly creative and innovative in various fields, to source new stimuli and creative synergies and to network with an all-new audience.
Strategic Team-Ups – SILMO
Mido in Milan and SILMO in Paris, two of the most important exhibitions for the industry, have strengthened and broadened their working partnership to provide exclusive services to their exhibitors. Under the agreement, as from next year and on a regular basis, the results of six-monthly research studies on the international eyewear industry will be presented at the two exhibitions.