Mido in minutes

For the uninitiated, the sheer vastness of the Rho Fiera Milano exhibition venue that plays host to Mido every year can be daunting. Nearly 60,000 delegates descended on Rho for the event – which was spread across seven pavilions and over 52,000m2 of space. There were 1,323 exhibitors, so it is easy to see why many opticians are put off visiting because they simply do not know where to start.

Optician could send a team of reporters to the event and it still would not be able to cover it all over three days, so a single team member stands no chance. A new approach was needed – how much of the show could be seen in just seven hours, or 420 minutes.