SHOW NOTES

MIDO 2015:

NEW SETTING, NEW DIRECTIONS

the 45th Mido was visited by more than 49,000 people; 56% from countries outside of Italy. This year’s event featured a completely revamped setting with theme areas: Fashion District, Lenses, FAiR East Pavilion, and Design Lab with the new Lab Academy area.

The Lab Academy was set up as an ideas incubator, a space reserved for first-time exhibitors who were selected for the section based on their creative talents and potential as upcoming designers.

“Over the past months we perceived a growing interest in our exhibition and in its fast evolution that picked up even more speed this year,” says Cirillo Marcolin, president of Mido. “The new communication campaign, the new logo, the pavilions located closer to the subway, and the revamped and more streamlined layout made for a considerably larger exhibition space (+10%) and more exhibitors (150 new companies) who had fully booked the exhibition space in just a few months.”

Overall, show representatives note, it’s been a fine year for the Italian eyewear market. In 2014 Italian eyewear production totaled 3,171 million euro, 9.4% more than in 2013. This increase is attributed to exports in the industry.

In 2014, there were 868 Italian eyewear companies (-0.1% less than in 2013). The outlook, they note, is optimistic thanks to a building trend of “back reshoring” or “return to Italy” of some groups and companies—including eyewear companies—which are now manufacturing all or part of their production in Italy again.

Overall exports of sunglasses and frames to the U.S. (the leading export market for the Italian eyewear industry with a 23% share in 2014) stood at +13.3% over 2013. Sunglasses (+15.1%) remained the main driver despite a good increase in ophthalmic frame exports (+8.6%).

Mido 2016 is slated for Feb. 27, 28, and 29.

— Amy Spiezio

1. Greg Chavez, left, and Mike Daley of The Vision Council flank David Vander Schaaf of FGX International at The Vision Council’s member networking event. 2. The floor of the Fashion District was a mural that was fully realized in the section’s mirrored ceiling. 3. Safilo celebrates the Dior Technologic sunglass at the fashion house’s Milan outpost. 4. Blackfin’s president, Nicola del Din, welcomes guests to the company’s “Black Shard” booth, winner of the show’s “Bestand” contest. 5. Cutting-edge designers at the Lab Academy. 6. Safilo’s Luisa Delgado speaks about Kids by Safilo and the company’s plans to serve the youth market. 7. Rochester Optical’s Tim Moore speaking about the future of wearable technology. 8. Mondottica presents its newest licensed collection, Marimekko, in a preview.

Anna-Karin Karlsson’s Decadence collection brings sparkle to the animal kingdom

Organic materials such as Murano glass in the Venice to Wear collection from Rye and Lye

Transparent natural tones in Oliver Goldsmith Sunglass style Koko

SPEAKING OF…

There were launches aplenty at Mido. Here we share insights from Marcolin on the Pucci launch and Silhouette on the launch of the limited edition Titan One.

“The launch was a success. Pucci has such a strong heritage in the patterns that if you follow the idea of overstating the patterns, for sure you will fail. Our designers were able to make an interpretation of Pucci without betraying the tradition, without betraying the patterns of the brand.”

— Giovanni Zoppas, CEO of Marcolin

“We wanted to do something really different, but in a lightweight, hingeless, rimless way. Titan One is completely new technology. We wanted to do a frame as a one-piece innovation but it’s really tricky. It follows the shape of the human face and gives new possibilities.”

— Rupert Spindelbalker, director of research and development at Silhouette

Want More?

For more information and exclusive interviews with Mido officials, Marcolin, and Silhouette, visit EyecareBusiness.com this month

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