mido

Mido 2010: Design

Amy Spiezio

A focus on design and an eye on the future were the themes at the 40th edition of Mido in Milan, Italy, this spring. Although the economy and the show's scheduled proximity to International Vision Expo East trimmed the number of participants from the United States, the show was on an upswing from a quiet 2009.

Utilizing a consolidated show space to its fullest, the show's operators created the Mido Design Lab for cutting-edge frames with stylish decor and welcoming lounge areas open to the show attendees. The exhibitors throughout the event expressed optimism, not only in their conversations with clients, but also with their products, which boasted brighter colors and more cutting edge designs than the previous year.

Next year's Mido will be held March 4 through 6 in Milan. EB

1. and 2. The Mido Design Lab remained open until 10 p.m. Saturday to celebrate the event's 40th anniversary; 3. Giovanni Bronca (right) from Italian eyewear parts manufacturer Grimont/shareholder of Pramaor titanium eyewear with Pramaor president Nicola Del Din at a press conference; 4. A timeline of Mido's 40 years of events; 5. At the Pramaor press conference, Del Din (far right) shows off the firm's latest products; 6. Socializing at the Polycore booth during a reception; 7. Representatives from PPG's NXT and French frame manufacturer Jublo announce the launch of the Falcon NXT lens and the RxTrem program in cooperation with Shamir's Portugal lab; 8. A neon splash from Orgreen; 9. Charmant and Trussardi announce their license agreement for Tru Trussardi and Trussardi 1911 eyewear collections; 10. Okia presents the latest in frame technology; 11. ic! Berlin cooks in a camper at its booth; 12. Etnia gets a studious look in a booth made of books