Beyond the presentation of Italian exports’ figures, the purpose of the joint online press conference by ANFAO and MIDO held on May 19 was to unveil more details about the MIDO Digital Edition, the digital event that will take place from next June 5 to 7, following the cancellation of the usual in-person event at the Rho-Fiera fairgrounds because of the Covid-19 crisis.

During the conference, Giovanni Vitaloni, president of the industry association and of the MIDO show, announced that the new online platform would be launched on next May 28 and remain live until at least December 31, with virtual stands, lounges and private rooms available for events, meetings or products’ presentations. The website will be available in 10 languages.

The MIDO Digital Edition will kick off on June 5 with “A new way of seeing”, a special show with a high emotional impact according to the organizers. The show will host Albert Watson, the Scottish fashion photographer famous for his collaborations with Vogue and Rolling Stone magazines among others, as special guest, and will focus on themes like beauty, living together, nature, technology and the future.

MIDO organizers said that other show events would include encounters with five talents from different worlds, four prominent representatives of the fashion world and four up-and-coming eyewear designers, without giving more specific at this stage.

MIDO will be pursuing its collaboration with the trends’ agency WSGN online, through a series of events named Future Consumer 2022, Millennial and GenX Priorities and the Future Shopper and Eyewear Trends. Innovative and sustainable materials will also be one of the digital edition’s highlights through three specific collaborations with Materially: Biomaterially, Transformed Waste and Perfect Beauty. As for the regular editions of the show, an international jury will honor the best optical store with a BeStore award, which will be augmented this year with a Your BeStore award based on the votes of visitors on the website.

During the online conference, organizers also confirmed that the next in-person MIDO show was scheduled to take place from Feb. 12 to 14, 2022, in the usual Milanese fairgrounds. They also said that DATE, the smaller national trade show focusing on the designer segment of the market, would take place from Sept. 11 to 13 in Florence. The show was one of the rare industry event that was maintained last year.