MIDO SHOWCASES THE EXTRAORDINARY

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A RESOUNDING SUCCESS More than 45,000 people, including 25,000 from outside Italy, visited Mido ’14-a 5.4% increase in attendance from last year. Although in past years the show was divided into different product areas, this year’s Mido was even more organized-Mido Tech, Far East Pavilion, Mido Fashion District, Lenses, and Mido Design Lab. And for the second year in a row, a special free “Train to Mido” was available for opticians coming from Rome for one day (Sunday).

Mido has always been known for exhibiting unique products, but this year’s show pulled out all the stops.

It’s a given that Mido, the largest optical trade show in the world, has a wide variety of design- and technology-driven offerings that often aren’t seen on this side of the Atlantic until months later. This was especially true in the eye- and sunwear arena in Mido ’14 which featured a host of new and noteworthy frames, supporting materials to present them, and even unusual readers. The following is a quick overview of some of the diverse products shown there.

RAISING THE STAKES
Cylindrical temples (ISSON Bonza) and combinations of a matte top and glossy bottom on the frame front (l.a.Eyeworks Prunella) were just two of the more unusual frames on tap.

DETAILING
Unique frame embellishments were also widespread as evidenced by two-toned handpainted engravings (Lafont Opium) and ceramic detailing on the endpieces (Le Tanneur Style No. LE-943 by Look Vision).

MATERIAL MATTERS
Stone made an appearance on the frame front (Style No. S08C in Eyecon’s Y-Light collection) and military-green, custom-made 100% cotton fabric that was inspired from army uniforms offered something different for consumers (Hapter Style No. M01M, ICONS line). Technical aspects included the debut of a special glue to adjust wooden frames (WooDone Cameron).

WRAP IT UP
Presenting a frame moved to another dimension with sunglasses packaged as a sushi meal, complete with the temples enclosed in chopstick wrappers (Rédélé, Temaki Buzz).

READING FASHIONABLY
Folding readers with a colorful cord are not only practical but can act as an unique accessory to any outfit.

Undoubtedly, next year’s show (February 28-March 2) will bring even more novelty. Mark your calendars now!

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