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Presenting the 40th edition of Mido!

Writer:AnonymityFrom:eyesway.comHits:5422Updatetime:Mar 06, 2010

The number of exhibitors of the previous edition is confirmed: more than 1,100 from 44 countries representing all the continents 

The 40th edition of MIDO, the International Optics, Optometry, and Ophthalmology Show, is all set to go! Now at the threshold of its fifth decade, it is as fresh and stimulating as ever: the eyewear fair confirms the most important appointment for the entire sector to present the premiere of the absolute newest tendencies in eyewear and to test lenses and machinery that applies the latest technologies. Thanks to its completeness, MIDO is considered by companies to be a reference point for the entire market. «At a time when companies worldwide are reconsidering their participation in some of the most popular trade fairs on a worldwide level, MIDO is being confirmed as mandatory appointment to promote communications, do business, and present the latest collections in keeping with market demands. The proof lies in the fact that the same number of exhibitors as in the previous edition has confirmed their participation again this year," declares Vittorio Tabacchi, president of MIDO. «This success is due to a variety of factors: on one hand, its inclination to change that lends it the image of a dynamic fair that is not afraid to change in response to market and company demands and, on the other, the participatory approach to the decisional process which is very appreciated by the companies. We are truly proud of the trust that the sector continues to place in us. During this period, having confirmed the same number of exhibitors as last year is truly a significant form of recognition." The added value offered by MIDO is that, year after year, its players always find new and innovative contents that transform this event into a truly unique and indispensable marketing instrument. The fair machine has made stunning modifications to its very nature, becoming an essential element in relations and communications: only at MIDO are new frames and sunglasses collections presented and only here can lens manufacturers unveil their hi-tech innovations.

Strategy to optimise time
After having transferred to the modern pavilions of the Rho-Pero exhibition centre and having also successfully face last year's challenge of changing dates, in 2010 MIDO feels up to tackling a time optimisation strategy by concentrating the event into three days, from March 5 -7, but with prolonged opening hours.
In keeping with this philosophy, MIDO has redesigned its exhibition spaces for the 2010 edition: given that there is now one day less, spaces had to be optimised to meet the functional demands of all the players involved. In fact, all of them need to make the greatest number of contacts possible to develop their own business without dead time or compromising efficiency. Details of the new organisation are as follows: two and a half pavilions dedicated to frames - numbers 13, 15, and part of 11. The other half will host MIDO Tech, the largest exhibition in the world totally dedicated to technologies, machines, and raw materials. Pavilion 22 is entirely dedicated to lenses, while the MIDO Design Lab, the exhibition area boasting cutting-edge design and materials, can be found at Pav. 24, as in the last edition. MIDO Design Lab, given its success during the last edition, will extend its Saturday opening hours until 10pm, in order to offer more time for business appointments in a more relaxed and informal setting. This successful idea was made possible through the collaborative spirit of the exhibiting companies, which wanted to support the project by organising individual initiatives at their stands.

A unique venue to communicate with the world
People come to MIDO to conclude business deals and to find out about the latest eyewear fashion trends. Only here are new trends launched and can operators meet with international journalists arriving to see innovations first-hand and be the first to communicate them to the rest of the world. Technological innovations, new lines and materials: these are the keywords of eyewear 2010. Trends of the new season once again transform eyeglasses into a fascinating object, between a game of seduction and experimentation of new textures and materials. Temples rediscover wood, inserts in fabric, leather, and precious materials like gold and Swarovski crystals, while frames borrow technologies from aeronautics. Additionally, new lightweight materials, which are either transparent or coloured according to the increasingly more sophisticated personal tastes, are tested so as to enable innovative solutions. Considerable attention is also paid to so-called ecofriendly materials, an expression of a modern society that is more and more concerned about the environment.

At MIDO with a simple click
And for those who would like a complete preview about MIDO, this year the fair has a brand new web site ( that is even more useful and easy to use. In fact, there are now areas dedicated to exhibitors, visitors, and press, with services and ad hoc links (how to exhibit, how to participate, where to stay, finding the latest press releases, FAQ), as well as two new sections dedicated to the MIDO Design Lab and MIDO Tech areas. Moreover, there is an area reserved for Counterfeiting, an issue of the utmost importance to the fair that, for more than fifteen years, has provided a help desk during the exhibition days in order to inform and safeguard exhibitors industrial patent rights. Just a few clicks and you can access the MIDO mood and find all the information concerning the fair and everything around it.

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