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Beauty on display; art, music, entertainment and future at the opening ceremony of the new edition of the world's leading eyewear event.

"Sharing engenders new energies, new ideas to face future challenges. So welcome to MIDO 2022, a new experience of emotions!". With these words, MIDO President Giovanni Vitaloni opened the new edition of the eyewear show, at Fiera Milano Rho from today to May 2. "We are ready to amaze you and ourselves - he added - thanks to this iconic object that is part of the daily life of each of us: eyewear. Through it, we narrate customs, tradition, innovation, culture, style, design, but also a technological focus": this, in a nutshell, is the leading international eyewear event - fashion, business and health.

A guest at the Opening Ceremony was Italian journalist, essayist and columnist Paolo Mieli, who said: "We expect positive surprises for the future, despite the current situation. We foresee a recovery in consumption and, in particular, in eyewear, which has always been a symbol of modernity, an extraordinary accessory of style and design, a glimpse of the future. We can expect a lot from Italy, which has made a strong comeback and is fully prepared to restore its credibility around the world."

"Passion and style, creativity, tradition, innovation and diversity: these are the six values of the National Branding Be IT campaign, which are also the values of these 50 years of MIDO and underpin the success of the eyewear sector in Italy," said ITA President Carlo Ferro.

This is the 50th in-person edition of MIDO: for this important comeback, the organizers wanted to welcome more than 660 exhibitors from 45 countries, buyers, opticians, designers, journalists with an extraordinary opening event, which was just a taste of the many innovations and emotions in store at the 2022 edition.

In fact, the event was opened by the world premiere of "Infinite Visioni", a piece written by Maestro Ennio Morricone for the 50th anniversary of MIDO, in 2020, to the notes of which Nnamdi Nwagwu and Sofia Macinanti danced. "A precious gift, a great privilege for all of us," said journalist Costanza Calabrese, who conducted the event. After the emotions, there was also a reflection on current events for the sector and the economy together with the President of Fiera Milano Enrico Pazzali and the Councilor for Economic Development and Labour Policies of the Municipality of Milan Alessia Cappello.

Another emotional moment, with a "dive" into the past, was the celebration of the protagonists of MIDO: the Past Presidents and the 10 long-term participating companies of MIDO. "Key actors who have made history" this is how the predecessors of Vitaloni were defined: Mario Lozza, enlightened President of Anfao who in 1970 decided to establish the event, and then Leonardo Del Vecchio, Francesco Caporossi, Callisto Fedon and Giuliano Tabacchi, Ennio De Martin, Paolo Cannicci, Vittorio Tabacchi, Cirillo Marcolin, all received the award. Also celebrated were the companies that have played a leading role at the fair since 1970: FEDON 1919, LOZZA, MARCOLIN, MAZZUCCHELLI 1849, NEOSTYLE, OTTICA ITALIANA, POLYOFTALMICA NEW, SAFILO SORDELLI FRANCO, VEDERE.

The event drew to a close with the presenter's invitation to put on the glasses that the audience received at the entrance: the MIDO 50 glasses (produced in limited edition by the young Italian brand Spectaful for the Yugaav collection, following a contest among the players in the sector for an iconic pair of glasses to represent the anniversary). By surprise, the pressing notes of "Dove si Balla", a song sung by the artist Dargen D'Amico, resounded throughout the Auditorium and enlivened the audience.

With this performance, MIDO 2022 launches its rich and renewed schedule, in which the traditional appointments and the B2B digital platform are confirmed, in addition to the business spaces.

To view the anti-Covid protocol:

All updates are available online on the event website and on the official social channels:

Instagram (@mido_exhibition), Facebook (@MIDOExhibition), Twitter (@MIDOExhibition) and Linkedin.


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