Mido introduces "Eyewearland Milano" identity for 2027 show

Mido announced the adoption of the "Eyewearland Milano" payoff as a new element defining its identity, positioning the event as an eyewear ecosystem rather than just a trade show. The 2027 edition is scheduled for February 6–8 at Fiera Milano Rho, featuring 1,200 exhibitors across eight areas in seven halls and attracting visitors from over 160 countries. Coinciding with Chinese New Year on the opening day, Mido arranged special travel deals for attendees from Wenzhou, Shenzhen, and Shanghai, supplementing existing offers for visitors from the United States, Canada, and Latin America. Further initiatives are planned for announcement in coming months.