MILAN—Following the debut of Welcome to Eyewearland, a communication campaign from Mido launched at the close of Mido 2026, trade show organizers have announced a new identity and branding for Mido: Eyewearland Milano. This image evolution further strengthens Mido’s positioning as an ecosystem rather than simply a trade show, organizers said in an announcement. “Eyewearland Milano captures the idea of a place where business, innovation, creativity, research, manufacturing, distribution and education come together, creating the most comprehensive representation of the entire eyewear supply chain,” show organizers said.
The event brings together all key players in the optical industry, organizers said, including frame and lenses manufacturers, machinery, raw materials, major multinational companies and small companies, established brands, emerging brands, start-ups, accessories and more.
The 2027 edition of Mido, dedicated to the Eyewearland Milano identity, will take place February 6-8, 2027, at Fiera Milano Rho. It will include eight exhibition areas across 7 halls, each dedicated to a specific segment of the supply chain. The layout of the exhibition is redesigned annually to improve the functionality of the spaces and surprise visitors with new and innovative design details, show organizers said. On average, Mido attracts 1,200 exhibitors each year and welcomes visitors from more than 160 countries, according to organizers.
In addition, organizers noted that the 2027 edition of Mido will coincide with the start of Chinese Lunar New Year, which begins on February 6. To celebrate this occasion, Mido will offer special travel deals for visitors and exhibitors from China, specifically the cities of Wenzhou, Shenzhen and Shanghai. These offerings complement travel deals provided every year to attendees from the United States, Canada and Latin America.
Online registration for Mido 2027 will open on September 25, 2026, here. Further news and initiatives will be announced over the coming months ahead of the show.
