MIDO, set to take place at Fiera Milano Rho February 3rd to 5th 2024, launches its new worldwide communication campaign: “THE EYEWEAR UNIVERSE”, created by combining human creativity with the innovative power of Artificial Intelligence, the first trade show campaign to be developed with this technology.

“MIDO has consistently ridden, and often anticipated, the wave of new trends, not only in the eyewear industry,” stated MIDO President Giovanni Vitaloni. “It altered the traditional concept of trade fairs, transforming itself into a truly global event, in terms of the exhibits and the happenings around them and also in the area of continuing education (like the Otticlub meetings, available year-round on line). It has consistently put its trust in technological and digital innovation and was one of the first shows in the world to develop an app to be used at the fair and to employ augmented reality in an ad campaign. Today, we welcome the opportunity that Artificial Intelligence offers us to explore the new frontiers of visual communication, knowing full well the extent to which human creativity is irreplaceable and that understanding the new technologies means knowing how to manage them intelligently.”