MIDO 2023 Announces “Frames”, Its New Communication Campaign

Wednesday, September 21 2022 | 09 h 52 min | News

MIDO 2023gets a fresh, entirely updated look and a new claim: “The Eyewear State of the Art”, one that embodies the values that have set the show apart for more than 50 years: innovation and tradition, beauty and transformation, international appeal and memorability, wonder and substance.

Entitled FRAMES, the new communication campaign is in the hands of creative director Max Galli, designer, artist and, as he likes to define himself, “creative explorer”, in partnership with the Mixer Group. Galli has crafted an authentic vision statement with a powerful intercultural and inclusive approach, based on cross-fertilization and colour, that serves as a unique frame for the product heroes – spectacles and the entire eyewear universe – that one by one, become metaphors for style and personality.

The campaign is built around four individuals, who will be revealed each month from today until December 15, and who embody the underlying principles of the MIDO philosophy: contemporaneity, culture, fashion and beauty.

MIDO 2023 is set for February 4-6, 2023, at Fiera Milano Rho.

Click HERE for the full press release.