MIDO 2027 Opens Visitor Registration, With Awards Entries Now Being Accepted
Milan show returns to Fiera Milano Rho on 6-8 February, with a Best Store Award open to optical retailers worldwide
Registration is now open for MIDO 2027, with organisers also calling for entries in the show's sustainability and retail awards.
Organisers opened registration for visitors and journalists on 25 September ahead of the show, which runs from 6 to 8 February 2027 at Fiera Milano Rho. MIDO has been running for more than 50 years and says it draws professionals from more than 160 countries each year.
MIDO describes itself as the only event in the sector that brings together the entire eyewear and optical supply chain, from major brands and emerging designers to frame and lens makers, machinery suppliers, opticians, buyers and distributors. It also runs two dedicated areas, Academy and Start Up, aimed at newer professionals and design talent.
MIDO President Lorraine Berton said exhibitor response had been "very positive". Many of last year's exhibitors are returning, she said, and new companies will also join the floor.
The Vision Stage returns
The show's education and culture platform, The Vision Stage, will be in Pavilion 1 and host about 20 events across the three days. These include talks, keynotes, conferences and workshops, with speakers drawn from industry, culture, economics, creativity, innovation and the medical profession.
The platform has operated for more than 20 years under previous names including Health & Innovation Forum and Otticlub. The program will be published on the MIDO website soon.
New city-wide platform for visitors
New for 2027 is My Fair Plus – Beyond the Exhibition, a digital platform from Fondazione Fiera Milano. It lets visitors and exhibitors book exhibitions, performances, cultural attractions and food and wine experiences around Milan.
MIDO has also arranged travel deals for visitors and exhibitors from the United States, Canada and Latin America. This year they extend to visitors from the Chinese cities of Wenzhou, Shenzhen and Shanghai. The organisers did not mention any Asia-Pacific packages.
MIDO Awards 2027 open for entries
On 1 October, MIDO opened applications for its 2027 awards, which recognise innovation, sustainability and retail excellence. Regulations and forms are in the Awards section of mido.com.
- CSE Award – Certified Sustainable Eyewear: Now in its fifth edition, the award is run with Italian eyewear industry association ANFAO and certification body Certottica. It covers eyewear frames, sunglasses and cases across three categories. Judges will consider factors such as recycled materials, lower energy use in production and distribution, supply chain value and waste reduction. Applications close on 8 January.
- CSE Corporate Award: In its second edition, this award is open only to MIDO 2027 exhibitors. It shifts the focus from individual products to company-wide strategy, recognising how businesses build ESG principles into production, management, materials and business models. Applications also close on 8 January.
- Best Store Award: Now in its 12th year, this award is open to optical stores worldwide, which makes it relevant to Australian independents and groups. Entries fall under Design and Innovation categories. A jury of retail, design and communication experts will assess layout, atmosphere, materials, customer experience, digital communication and services. Applications close on 31 December.
Winners will be announced at an official ceremony during the show. MIDO will also host the ceremony for the Sergio Cereda Eyewear Design Award, which has its own application process through Optyx. Entries for that award close on 30 November.
Visitor and press registration are available at mido.com, which also carries updates on the program.
