MIDO, the international eyewear trade show, has announced a significant evolution in its brand identity with the introduction of the Eyewearland Milano payoff. The announcement was made on September 1, 2026, marking a major image transformation for the long-established event.
This new branding element builds upon the recently launched Welcome to Eyewearland communication campaign and represents the completion of MIDO’s new identity. The change strengthens the show’s positioning as a comprehensive ecosystem rather than simply a trade show, according to the announcement.
The Eyewearland Milano concept embodies the idea of a destination where multiple aspects of the eyewear industry converge. Business, innovation, creativity, research, manufacturing, distribution and education all come together at the event, creating what organizers describe as the most comprehensive representation of the entire eyewear supply chain.
MIDO distinguishes itself as the only event worldwide that brings together all key players in the eyewear industry. The show encompasses frame and lens manufacturers, machinery and raw materials suppliers, major multinational corporations, small innovative companies, established and emerging designers, start-ups and accessories providers.
The 2027 edition of MIDO will take place from February 6 to 8 at Fiera Milano Rho. Eyewearland will once again materialize at an event that 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 exhibition experience features 8 specialized areas spread across 7 halls, with each area dedicated to a specific segment of the supply chain. Exhibition layouts are redesigned every year to improve space functionality and surprise visitors with new and innovative display solutions.
The 2027 edition holds special significance as it coincides with the beginning of Chinese New Year, which officially starts on February 6, the show’s opening day. To mark the occasion, MIDO has arranged special travel deals for visitors and exhibitors coming from China, specifically from the cities of Wenzhou, Shenzhen and Shanghai. These deals will complement the travel packages offered every year to attendees travelling from the United States, Canada and Latin America. Additional news and initiatives will be revealed in the coming months.
Online registration for visitors and journalists will open on the official MIDO website starting September 25.
Those interested in staying current with the latest MIDO news can visit www.mido.com and follow the official social media channels on Instagram at @mido_exhibition, TikTok at @mido_exhibition, Facebook at @MIDOExhibition, X at @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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