MIDO Announces Rebrand to Eyewearland Milano for 2027 Edition

Organizers of the international eyewear trade show MIDO announced that its February 6–8, 2027 edition at Fiera Milano Rho will adopt a new identity named Eyewearland Milano. This rebrand follows fifty-four previous editions and positions the event as a unified territory covering the entire optical supply chain, from raw materials to retail displays. The announcement references the 2026 edition's metrics, which attracted approximately 42,000 visitors from over 160 countries and around 1,200 exhibitors across eight exhibition spaces in seven halls. Key areas include the Fashion District, Lenses pole, Tech section, and FAiR East for Asian producers. The initiative also highlights sustainability efforts, including ISO 20121 certification since 2022, and design awards such as the Sergio Cereda Design Award for creators under thirty.