Feb. 4, 2020 — Registration is open for this year’s MIDO international eyewear show in Milan, scheduled for June 5-7, 2021 at Fiera Milano exhibition and trade center.

Show organizers have shared that they've been in constant coordination with the Foreign Ministry and Italian Trade & Investment Agency to develop solutions to ensure the utmost safety for the event following the Covid-19 pandemic. Planned protocols include rapid testing, temperature checks, and “green corridors,” designed to secure a bilateral agreement for business travelers inbound and outbound from non-EU countries like the U.S.

“MIDO is a necessity,” says MIDO President Giovanni Vitaloni. “It is not ‘simply’ the leading global eyewear industry trade show, it has also come to symbolize the much-needed relaunch businesses are thirsting for. In light of the evolving health crisis, and especially the immunization campaign—which we are watching closely and with a bit of apprehension—we are taking all the measures in our control to open the doors to MIDO on June 5. We are a tool at the service of the eyewear industry, and the industry is asking us for a sign that will restore hope to the marketplace.”  

The show, geared towards buyers, designers, entrepreneurs, ophthalmologists, optometrists, opticians, global eyewear supply chain professionals, and more, will still host a virtual component for individuals who cannot be present at the in-person event. 

“In our sector, the digital showcase makes it possible to create cool settings in which to display products and fully engage those who cannot participate in person; but the physical experience, in an appropriately prepared venue, in keeping with the times, is a must,” says Vitaloni.

Vitaloni also referenced MIDO’s in-person eyewear event held in Florence in September, stating, “We really pushed for it, and the reactions of visitors and exhibitors acknowledged the courage and the financial returns which, under the circumstances, were quite interesting. But, what mattered most was being able to meet safely, which brought a real injection of confidence and optimism. Now, more than ever, we need to restore this confidence and only MIDO can help us regain it.”

For more information and to register: mido.com.