MIDO 2019

Held each year, over three days in February, MIDO is one of the largest optical fairs in the world. Catering for close to 1400 exhibitors and nearly 60,000 visitors from 159 countries over the three days, the size of this exhibition is truly mind blowing.

The show is spread over six exhibition halls at Fiera-Milano in Rho and features six key display areas:

Fashion District - The latest frame styles from many leading manufacturers
Design Tech - Innovative technology for optometrists
Design Lab - New and innovative frames from smaller manufacturers
Far East - What’s new from the Far East
MIDO Tech - The latest in technology for optometry practices
Lenses - The latest lens technology

It takes about 45 mins from downtown Milan by Metro to Mido, which conveniently has a station directly under Fiera Milano. This was our fifth visit to Mido and each time we visit, we are staggered by the sheer number of visitors and the quality of the stands. Entry is free for everyone and light refreshments are dispensed free-of-charge at conveniently placed locations in each pavilion. Many of the exhibitors also keep busy dispensing all manner of food and beverages to attract and hold potential buyers on their stands.

The emphasis is on order taking, however, not just displaying frames, and the pens fly with millions of Euros in orders written daily. Our key suppliers, Blackfin, Tavat, Feb31st, Dokomotto and Falvin all use Mido to launch their new European summer ranges and the show also allows us to see what’s new for our winter. As frame importers, it’s essential we keep an eye on future trends and emerging designers.

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Mido caters for the giants of the industry, such as Luxottica and Safilo, whose almost-bigger-than-Ben-Hur display areas host a cast of thousands, to small, boutique designers such as Falvin and Dokomotto each manned by one or two people in the trendy Design Lab area.

So what trends did we spot? 2019 is definitely seeing a continuation of the “aviator” style along with the classic “double bridge” crafted out of stainless steel. Blackfin, Tavat and Falvin, along with many other frame designers, have been looking at a more minimalistic style frame, with thinner styling and lots of colour, and even our long-term Feb31st wooden frame manufacturer has now introduced a titanium/wood-blended frame.

A number of niche manufactures are also blending materials such as kevlar and aluminium or various forms of plastic and metal. Sustainability is also a theme, with manufactures using recycled products such as wood, vinyl, plastic and even rubber.

As well as all the leading frame manufacturers, all the major lens companies, contact lens producers and equipment suppliers are well represented at Mido. The fair also hosts a range of education sessions on all manner of optical issues, from store management and marketing to shop layouts and fashion trends, making Mido a must-see for optometrists and dispensing optometrists.

Dennis van der Maas is co-owner of high-end European eyewear importer Beni Vision, which represents FEB31st from northern Italy, which specialises in handmade wooden frames; Blackfin from Agordo Italy, which focuses on superlight beta titanium; American-designed, but Italian-made Tavat; French handmade eyewear company Dokomotto; and jewellery designer Falvin from Denmark.