Strategy with Vision

This year MIDO celebrated its first 40 years. The first International Eyewear Show, which was later to called MIDO, took place from May 28^th - June 1^st, 1967. The history of MIDO was narrated in a time-wall of photographs. The fundamentals of the optical exhibition remain unchanged - but the photo-wall illustrated the number of venues that have been "home" to MIDO in 40 years.

Opinions about Fiera Milano Rho-Pero remain divided. The enormous size of the Fiera and the distance of the Metro to the west of the showground, where MIDO is located, is both a physical challenge and adds time to a long day. The local road network is also far from ideal and quickly becomes gridlocked.

There was a noticeable reduction in floor space taken by optical exhibitors at this years' show. Hall 9 (adjacent to Hall 11) was not in use this year. The organisers stated in pre-exhibition press releases that exhibitor numbers were the same as 2009. For 2010, the organisers stated, "having successfully changed the dates of the show in 2009, MIDO feels up to tackling a time optimisation strategy by concentrating the event into 3 days, with prolonged opening hours". (These were 9am-7pm Friday and Saturday (10 pm in the Design Lab on Saturday) and 9am-6pm on Sunday). In keeping with this philosophy, MIDO had therefore "re-designed its exhibition space - to meet the functional demands of all the players involved".

As MIDO closed, "MIDO Daily" reported "the decision to shorten the days of the show was a success, without taking too many working days, without an impact on production schedules". They confirmed that 1,100 exhibitors attended from more than 44 countries, and stated that exhibitor numbers were up by 6% in the Design Lab.

Floor space had increased in price by a few of Euros, since 2009. However, as MIDO was held over 3 days and not four, this was in effect a 25% increase year on year, although the opening hours were longer. Some companies had reduced the size of their exhibition space.

The dates of the show are very close to SIOF (Shanghai 25.02.10 - 27.02.10) and ExpoOptica (Madrid 12.03.10 - 14.03.10), VEE (Vision Expo East 18.03.10 - 21.03.10), and as a result, visitors are choosing which show is most important to them.

Generally, there was a good atmosphere in the halls; the stands of many companies were very busy across the 3 days of MIDO. However, exhibitors reported that although they had been busy with appointments, there seemed to be less passing trade or enquiries.

There was far less advertising in the exterior walkways between the halls this year. The stands that offered "15 minutes of Fame" i.e. taking photos of visitors wearing their frames - and posting these photos onto their stand wall, attracted a lot of attention.

There were a number of press announcements and launches throughout MIDO from Safilo, Cébé (Bushnell), De Rigo, Allison, Brands OI, L'Amy, Vista Eyewear, Marchon, Immagine Eyewear, Nau! Ottica, Intercast/Julbo, and the European Sunglass Association (ESA).

Unusually, as we go to press, there has been no announcement from MIDO regarding visitor numbers. For MIDO 2011, let us hope that the English saying, "Life begins at 40!" is true. The next exhibition, MIDO 2011, will be held at Fiera Rho-Pero, Milan from 4^th - 6^th March 2011.

The 94-page SWV TRADE SHOW REPORT - MIDO 2010, written in English, contains information on the trends, the latest product launches, key show news and includes:

A Summary of the Show

Summaries sections:

• Sunglasses
• Ophthalmic frames
• Sunglass, photochromic and polarising lenses
• Ophthalmic lenses
• Machinery (Retail and Laboratory)
• Shop Fitting

Appendices - full details by company on what was featured at the exhibition in the above categories, the latest product launches with technical details and full colour pictures.

The report is available now for 1,500€ from SWV, as a PDF document. Please contact Mark Mackenzie for further information on +49 6201 872 00 65