Italians have it all: good food, even better wine and a sixth sense for fashion and design. So where better for one of the largest international shows be held than Milan? Mido provides a platform for a whole host of start-ups making their exhibitor debut, as well as offering small outré companies the chance to rub shoulders with some of the biggest names in the industry.
Given more than 1,200 companies exhibited at the show, the key to a fulfilling visit at Mido was to pack a comfortable pair of shoes. A record 55,000 visitors stepped through the doors this year to explore the six vast pavilions, an increase of 5.5% on last year. Mido has become a facilitating hub for innovative design and flair, and with areas dedicated to every corner of the industry, there was plenty to look forward to over the three days.
Mido president Cirillo Marcolin maintains the show is a hallmark of the optical calendar. ‘Mido is in fact the number one appointment for international eyewear trade, where business is done and market trends defining the standards in style originate. An event and industry that keeps on growing despite the economic situation which has not been particularly favourable for a decade now.’
The glasses hype
‘We asked all the companies taking part in Mido to send us images, posters, films, brochures, and their advertising and marketing materials,’ says Marcolin. ‘However, it isn’t intended to be solely an exhibition: we want to inspire the sector operators who come to Mido every year to reflect on and discuss the future of communication in the eyewear sector.’
Projections, mirrors, dark rooms and in-floor computer screens were all used to create an immersive environment for visitors. Organisers at Mido trolled through thousands of images to create the exhibition, reaching the conclusion that what was once seen as a medical device with a predominantly corrective or protective function, has now become a fundamental way to define identity.
But the lessons of progression and development did not end with the exhibition. Instead, the surrounding stands featured the latest design innovations in the industry, sending a clear message that evolution in eyewear is very much ongoing.
On the move
What began as a Kickstarter project in 2016 has now become one of eyewear’s most exciting new companies. Designed in New Zealand, SlapSee Pro sunglasses feature a hinged nose-bridge and silicone-coated steel arms which can ‘slap’ around the user’s arm or surface, for example a bike handle or handbag. Although the snap function feels like a throwback to the 1990s, the Nylon TR90 frames look modern and stylish, with a simple silhouette which suits many face shapes. Frames come in either black, white or clear, but are accompanied by bright range of arm ‘slap’ colours.
SlapSee Pro sunglasses
Owner Antonio Auteri says: ‘The sunglasses are great for active wear because they can easily just slap onto any surface. We don’t do prescription, but it’s a standard size lens so it can easily be changed if required.’ Retailing from just over £14, it is easy to see why the transportable SlapSee Pro sunglasses are gaining popularity for those on the move.
More than 130 companies debuted at Mido this year including new Italian brand Prensil. The key to the collection lies in the frame’s arms which can be locked together using slight pressure, meaning frames can be attached to handbags or shirts without the fear they may fall off. The patented frames are a result of an extensive period of research and development, with the aim of combining practicality with good design and quality. Weighing just 23 grams, the minimalist frames are made from surgical steel and come in six different colours.
New Italian brand Prensil
A matter of time
Merging jewellery and eyewear is no easy task, but Italian sunglass manufacturers Timeshades seem to have found the perfect balance in its debut collection. The sunglasses combine acetate frames with the rounded shape and markings of a watch face to create a quirky design. Temples are adorned with an aluminium watch strap-style design to finish the look. The Milan-based brand was launched just five months ago, yet the buzz surrounding its stand at this year’s Mido looks like its appeal bodes well for the future.
Timeshades sunglasses
The Lab Academy
Mido is a great platform for a range of new companies, but select brands were situated in the prestigious Lab Academy area. Reserved exclusively for start-ups, companies were selected to be part of the ‘nonconformist atmosphere’ of the Lab Academy by a committee of experts based on their originality and innovative features.
Gazusa turned heads due to its unique and experimental take on frame material. Cotton thread and leather are weaved through small holes in the lenses to make the frames, creating a fun and distinct look. Gazusa glasses come in a range of lens shapes, from subtle cat’s eye to large panto shapes, with each lens available in up to five frame colours. However, due to the nature of the product, opticians cannot change the lenses in-house. Gazusa instead produces both lenses and frames, and provides the product to opticians as a finished piece.
It is often difficult for new brands to stand out in the overwhelming sea of frames at an exhibition like Mido. Yet Unique Design Milano stayed true to its namesake by creating an impressive range of distinct and bold frames. Its angular and geometric Chloe model features a single Mazzucchelli acetate frame with the lenses placed on top rather than within the frame. Available with both mirrored and coloured lenses in a range of colours, the frames are sure to be a hit with bloggers and fashionistas looking to make a bold statement with their eyewear.
The angular Chloe model
CEO and founder Stefano Romanelli says: ‘All of our frames are made using a traditional handcrafted technique. Our company is just 18 months old and we are trying to bring things that are unique and different. Currently we have 12 different models, with seven converted to optical. This is our first Mido, so it is a very exciting time for us.’
Marcolin says: ‘Business, social events, trends, innovation, technology, testing and investigation were all buzzwords at Mido 2017 making it a not-to-be-missed appointment for all the trade and an invaluable moment to network and gain new insights into the profession and industry trends.’
Mido’s success lies in its ability to provide a platform for both technological and design innovations, meaning visitors are guaranteed something unique and different every year.