MIDO
EYEWEARLAND MILANO
Fiera Milano Rho, February 6-8, 2027
MIDO 2027 PRESENTS EYEWEARLAND MILANO: THE NEW IDENTITY OF THE
SHOW IS NOW COMPLETE
Milano, September 1, 2026 – Following the launch of the Welcome to Eyewearland
communication campaign, MIDO takes another step forward in the evolution of its identity,
introducing a new element that will define the show in the years to come: the
Eyewearland Milano payoff.
This marks a major image evolution after many years and further strengthens MIDO’s
positioning as an ecosystem, rather than simply a trade show. Eyewearland Milano
captures the idea of a place where business, innovation, creativity, research,
manufacturing, distribution and education come together, creating the most
comprehensive representation of the entire eyewear supply chain. MIDO is, in fact, 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; from established and emerging designers to start-ups and
accessories.
From February 6 to 8, 2027, at Fiera Milano Rho, Eyewearland will once again take
shape at the event that attracts 1,200 exhibitors every year and welcomes visitors from
more than 160 countries, continuing to serve as the world’s leading meeting point for
buyers, opticians, manufacturers, designers, distributors and retailers. The experience is
further enhanced by 8 exhibition areas across 7 halls, each 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 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 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.
MIDO Press Office CAROLINA MAILANDER COMUNICAZIONE
Marcella Laterza +39 335 7559154 marcella.laterza@cmailander.it
Chiara Ferraro
+39 345 0059935 chiara.ferraro@cmailander.it
Stella Casazza
+39 349 3579552 stella.casazza@cmailander.it
Paola Masera
+39 335 6643677 paola.masera@cmailander.itOnline registration for visitors and journalists will also 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.
MIDO Press Office CAROLINA MAILANDER COMUNICAZIONE
Marcella Laterza +39 335 7559154 marcella.laterza@cmailander.it
Chiara Ferraro
+39 345 0059935 chiara.ferraro@cmailander.it
Stella Casazza
+39 349 3579552 stella.casazza@cmailander.it
Paola Masera
+39 335 6643677 paola.masera@cmailander.it
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