By Suzanne Sendel
The largest optical show in the world, MIDO, filled six pavilions at Fiera Rho, in Milan, and this year the vibe was truly off the charts.
As I was leaving Montréal–Trudeau Airport, I was greeted at the departure gate with a full buffet of food and drinks, which were offered to everyone on our flight to Milan. The reason quickly became clear. We were travelling with the Canadian Women’s Olympic Hockey Team, and the mood was electric. Many ECPs heading to MIDO joined in, cheering as the team entered the gate area, waving flags and towels that were gifted by Air Canada. With all smiles, hope, and excitement, we cheered on our team. These women were impressive in every way and, yes, absolutely buff and much larger than me!
I had the chance to chat briefly with the team captain, Marie-Philip Poulin. She commented on my colourful frames, which instantly put a huge smile on my face. Coming from a diehard hockey family, I could not resist snapping a photo of the two of us together, which brought great joy to my family at home.
Upon arrival in Milan, the city itself was buzzing. Olympic fever was everywhere, amplifying the already high energy surrounding the show. MIDO was heavily attended by professionals from across the globe, and the momentum carried through every pavilion. For three straight days, time on the show floor flew by. There was simply too much to captivate you, pulling you in to stay longer, connect deeper, and learn more about the latest in technology and design. Emerging companies and designers boldly staked their claim, reinforcing exactly what is needed to keep the independent movement thriving. I was both pleased and inspired to see so many established ECPs, alongside a strong showing of newcomers.
What inspired me most was the influx of new designers sharing their work. From all corners of the world, these creatives brought fresh perspectives on sustainability, design, and innovation. The floors were packed, and attendees showcased some of the most incredible frames imaginable. Simply standing back, you could spend hours watching faces beautifully framed by exceptional eyewear. It was a spectacle in itself.
Two award ceremonies took place. One we all know well, and another dedicated to future designers and students. This second celebration focused on Olympic sports-inspired designs, exploring the concept of movement.
The prestigious Sergio Cereda Legacy Award highlighted the next generation of creative talent across three categories. The grand prize of $10,000 was awarded to Giada Osana from the Libera Accademia di Belle Arti di Brescia in Italy. The second prize of $5,000 went to Elisa Albertini, also from LABA, while the third prize of $2,500 was awarded to Mahra Mustafa, rounding out an impressive showing for the institution.
Each student presented original designs that powerfully conveyed movement, energy, and forward-thinking creativity, leaving little doubt about the strength and promise of the future of eyewear.
At the MIDO Awards ceremony, the Best Store Design honour was awarded to AndreOpticas Chiado in Lisbon, Portugal. The Best Store Innovation award also went to Lisbon, recognizing Optocentro for its forward-looking retail approach. Additional Certified Sustainable Eyewear winners included Marchon Italia for Frames, Silhouette for Sunglasses, and Llexan Italia for Cases. A newly introduced featured award was presented to Safilo, recognizing the company for integrating deeply embedded ESG principles into its overall strategy.
The show itself was a rich blend of cultures, equipment, treatment, and design. With the right pair of shoes, you could spend hours walking the aisles. An equal delight was the food. Italy feeds your appetite in every way. My final hours in the city were spent shopping and bringing home Olympic merchandise and delectable foods to share with my family upon my return. The memories of this very special trip will last a lifetime, and I was especially proud of the strong Canadian contingent in attendance this year.
Thank you to MIDO and its team for welcoming Optik Magazine and for sharing the most exquisite entries from around the world. There is nothing like being there, and I hope to return next year and see you all again.
About the Author:
Suzanne Sendel
Suzanne Sendel is an optical distributor who left the world of interior design and architectural sales management by falling in love with a pair of hand painted glasses, 11 years ago. Through her travels, Suzanne has inspired many with her independent collections, and her passion for optical fashion, and in sharing her stories and the many sales teams of “Road Warriors”, who have inspired the optical industry. Through her lens, Suzanne will share their journey and what has made them an integral part of the success of our industry. Reach her at suzannesendel@gmail.com.
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