An extraordinary 52,000 “qualified visitors” met in Milan in late February for Mido – the world’s largest optical and sun exhibition, housing more than 1,200 eyewear brands from around the world.1
According to Mido president, Cirillo Marcolin – whose father founded Marcolin, the company behind eyewear brands like Tom Ford, Balenciaga, and Moncler – Mido is important because it brings the “leading international players” and the “small artisanal and avant-garde companies, young designers, all new start-ups at their first debut” under the one roof. “It’s where trade people can meet and be inspired,” he says.
Those up and coming brands offering avante-garde designs In the Lab Academy – an area dedicated to young creative talents and micro designers – included minimalist Japanese brand Yuichi Toyama; Pawaka – eccentric, geometric eyewear by the Indonesian designer Fabrani (Fa’) Empel – and Moscow-based eyewear brand Fakoshima, now working under a new name Fakbyfak. Fakbyfak recently collaborated with avant-garde Belgian designer Walter Van Beirendonck on a distinctively 70s’ collection that pays tribute to David Bowie. No doubt we’ll see some of these brands setting the direction for eyewear design into the future.
Safilo Innovation
Mido is important because it brings the “leading international players” and the “small artisanal and avant-garde companies, young designers, all new start-ups at their first debut” under the one roof
Italian eyewear creator Safilo quietly previewed its new optical collection branded Safilo and showcased SafiloX, a Smith Lowdown sunglass frame that integrates Interaxon’s Muse brain-sensing technology for cognitive training.
Safilo also took the opportunity to launch its Global Partner Network – a group that represents the brand exclusively in more than 70 countries. During their time at the show, the partners were able to hand craft their own unique frames assisted by Safilo artisans including Padova Atelier.
Mido 2018 will take place from 24 – 26 February.
