MIDO 2027 Unveils Eyewearland Milano as Its New Identity

Tuesday, September 1 2026 | 13 h 58 min | News

MIDO has introduced Eyewearland Milano, the new payoff that completes the evolution of the show’s identity following the launch of the Welcome to Eyewearland communication campaign. This marks a significant shift in how MIDO presents itself, reinforcing its role not just as a trade show, but as a comprehensive ecosystem representing the entire eyewear supply chain.

Eyewearland Milano reflects the idea of a place where business, innovation, creativity, research, manufacturing, distribution and education converge. MIDO remains the only global event that brings together all key industry players: frame and lens manufacturers, machinery and raw materials suppliers, major multinationals, emerging designers, start‑ups and accessory companies.

From February 6 to 8, 2027, Eyewearland will once again take shape at Fiera Milano Rho, hosting 1,200 exhibitors and welcoming visitors from more than 160 countries. The show features 8 exhibition areas across 7 halls, each dedicated to a specific segment of the supply chain. Layouts are redesigned every year to improve functionality and introduce new display concepts.

The 2027 edition coincides with the start of Chinese New Year on February 6. To mark the occasion, MIDO has arranged special travel offers for visitors and exhibitors from Wenzhou, Shenzhen and Shanghai, complementing existing travel deals for attendees from the United States, Canada and Latin America. Additional initiatives will be announced in the coming months.

Online registration for visitors and journalists opens September 25 on the official MIDO website.

Source: MIDO

Want to see more like this article? Click here to subscribe to our FREE print magazines and e-newsletters!