The last time I went to Mido was 2017 before I went on maternity leave. For 2019, I was contracted to cover the show and just doing my thing. I walked around and whatever I fancied from the show I posted to social media . It was fun, the hospitality from the Italian Trade Agency was amazing and made my trip totally stress free. They really looked after us as press. So, Thank you!!!
So, what happened during my 4 days in Milan? I arrived on Thursday evening and on Friday morning, straight away we attended the Mido press conference to talk about the eyewear industry as a whole, how Brexit may impact the industry, trade, made in Italy eyewear and much more. In the evening, we attended the Mido Gala.
Saturday morning, we went straight to the show and spent the entire day checking out some cool eyewear as well as meeting the president of Mido Giovanni Vitaloni. So, what was my first impression of the show on day one? Mido never fails to wow me just by the sheer size of the show, it’s massive. Every time I walk through the gate and see the massive 7 pavilions in front of me, it does actually feel overwhelming and I always question myself, will I get to see everything? The answer is unfortunately always a no. It is impossible. I need like a week there and not sleep. Ha!
Since I missed last year show, I almost had a better comparison and could really see the difference. The security and the organisation of the show is immaculate. It is well organised and easy to navigate considering how big the show is. I never got lost.
On Sunday, it was another early start and spent all day at the show. First thing on the agenda was a quick interview with MidoTV hosted by Giulia de Martin, founder of Behind My Glasses to talk about eyewear trends and my thoughts on the show. That was fun. Thank you for having me!
After that it was straight out to check out some eyewear and meetings with different eyewear brands. It really was another busy day. Walking around the show on day two, I also noticed the quality of the show have improved too. Considering how big the show was, it never felt empty which is great for exhibitors so the show must be attracting the right audience to come. I was forever walking backwards and forwards to different pavilions for meetings etc so I feel like I really saw everything.
My favourite part of the show has got to be the Lab Academy, to me, that is the area to check out some cool eyewear, niche, smaller independent brands and just something a bit different. To me, that is the must go to area.
Onto eyewear, what jumped out at me? So many amazing brands. I liked Parafina, a brand that make glasses out of recycled materials from tyres to plastic bottles. I think the environmental issue is a big issue that everyone should care about and it is nice to see this coming through to the eyewear industry.
JFrey, so many creative designs, playful and colourful tones with both the metal and acetate frames.
Loved Pierre Eyewear, very creative and innovative designs from colour to shapes. I think there is something there for everyone.
Finally, if you want something bold in shapes but not too crazy, just a nice strong shape, then I was quite a fan of Carla Colour too. To me, they just had a nice balance of going bold but not too crazy. They are still wearable for everyday. Plus the quality of them was top notch too.
For 2019, the three day show attracted approx 59,500 industry professionals from 159 countries. Also, Facebook and Instagram posts reached a million impressions. It just goes to show Mido, in its 49th year, it is still the must attend optical show and brings everyone together from different areas of the industry.
Next year Mido 2020 will be the big 50th show, there are lots of exciting plans already underway. Reaching 50 is a milestone worth celebrating and I am looking forward to Mido 2020 already, save the date and keep February 29th – 2nd March 2020 free in your diary!