Mido
The most important trade event for glasses. It is held at the Milan Fair during the first half of May. For a few years, it has also been a showcase for fashion design applied to glasses. A cross between status symbol and fashion accessory, spectacles and sunglasses have become an essential element of an individual’s look. Every year, Mido features new brands, generally hailing directly from the fashion world, such as Prada, Gattinoni, and Vivienne Westwood in 1999. The Italian glasses industry had a turnover of 2400 billion lire in 1998, 70% of which came from exports. It accounts for 24% of the world market, and is second only to Germany.
&Quad;2002, May. The exhibition, in its 32nd show, featured 1,200 companies from all over the world. The most important sectors included Mido Trend, with the most avant-garde models, and Mido Tech, dedicated to technology and innovation. Two zones were reserved for foreign buyers: Foreign Club and the exclusive Mido Club. In collaboration with the Milan Triennale, Mido sponsored the exhibition, Gli occhiali presi sul serio (Glasses Taken Seriously).
&Quad;2003, May. Visitor figures dropped by 33.4% due to the SARS epidemic and the Easter holidays. In particular, the Italian presence decreased (by 48.8%) more than foreign companies (down 20.9%). There were 1,118 exhibitors.