MIDO is taking a significant step forward in the evolution of its brand identity with the introduction of a new payoff: Eyewearland Milano. This announcement, made on September 1, 2026, follows the launch of the Welcome to Eyewearland communication campaign and represents a major image evolution for the show after many years.
The new Eyewearland Milano payoff further strengthens MIDO’s positioning as an ecosystem rather than simply a trade show. Eyewearland Milano captures the concept of a place where business, innovation, creativity, research, manufacturing, distribution and education converge, creating the most comprehensive representation of the entire eyewear supply chain. MIDO stands as the only event in the world that brings together all the key players in the industry, from frame and lens manufacturers to machinery and raw materials, from major multinationals to small innovative companies, and from established and emerging designers to start-ups and accessories.
The 2027 edition of MIDO will take place from February 6 to 8, 2027, at Fiera Milano Rho. Eyewearland will once again take shape at the event, which attracts 1,200 exhibitors annually and welcomes visitors from more than 160 countries. The show continues to serve as the world’s leading meeting point for buyers, opticians, manufacturers, designers, distributors and retailers. The experience is enhanced by 8 exhibition areas spread across 7 halls, with each area dedicated to a specific segment of the supply chain. Every year, the exhibition layouts are redesigned to improve the functionality of the spaces and surprise visitors with new and innovative display solutions.
The 2027 edition will also coincide with the beginning of Chinese New Year, which officially starts on February 6, the opening day of the show. To celebrate this occasion, MIDO has arranged special travel deals for visitors and exhibitors coming from China, specifically from the cities of Wenzhou, Shenzhen and Shanghai. These special offers will complement the travel deals offered every year to attendees travelling from the United States, Canada and Latin America. Further news and initiatives will be unveiled over the coming months.
Online registration for visitors and journalists will open on the official MIDO website from September 25.
To stay up to date with the latest MIDO news, visit www.mido.com and follow the official social media channels: Instagram @mido_exhibition, TikTok @mido_exhibition, Facebook @MIDOExhibition, X @MIDOExhibition and LinkedIn.
**MIDO is a founding member of IT-EX, an association created to represent Italian trade fair organizers of international standing, supporting the promotion of Italian companies in foreign markets. IT-EX provides strategic support for internationalization, with self-generated resources and an organization dedicated to economic growth objectives, export promotion, and support for the development of “Made in Italy” worldwide. The trade fair portfolio of IT-EX members attracts 20,000 exhibitors, about 9,000 of whom are from abroad, and 2.5 million visitors, including 1 million professionals and enthusiasts on dedicated days, of whom 600,000 are international.**
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