Day 1: Arrival – A Suitcase Gone Rogue and a Milanese Welcome
So my adventure begins to Milan to visit the iconic MIDO 2025…
Touching down in Milan in the chilly depths of February, I was immediately greeted by the city’s signature winter air – a crisp 5’C (41’F) – that reminded me I should’ve packed a thicker coat in my carry-on. But there was no time to dwell on that, because my suitcase had decided to embark on its own European adventure without me.
Determined not to let lost luggage ruin my trip, I embraced the moment and headed straight to the city’s most iconic sight: the Duomo di Milano. If i was going to freeze, I might as wel ldo it with a view.
Climbing the cathedral’s intricate stone staircase to the rooftop, I was rewarded with a breathtaking panormaic view of Milan – the historic rooftops, the distant snow-capped Alps, and the tiny people below who had wisely chosen the elevator instead. As I stood there, hands frozen to my camera, I couldn’t help but think: This is the kind of precision engineering we need in eyewear.
After descending, I wandered aimlessly through the city streets, still half-jetlagged, when I stumbled upon a massive, defiant marble hand giving the world the middle finger. Ah, the L.O.V.E statue – Maurizio Cattelan’s rather blunt artisitc statement in front of Milan’s stock exchange. I stood there for a moment, nodding in amused approval. “I’ll ditto that,” I muttered to myself, before moving on.
After a few overpriced espressos to keep warm, I called it a night, bracing myself for the optical whirlwind that awaited at MIDO.
Day 2: Entering the MIDO Madness
Walking into Fiera Milano Rho, I was immediately hit by the sheer scale of MIDO – booths stretched endlessly, showcasing everything from futuristic lens coatings to AI-powered smart glasses.
First stop: Italian acetate suppliers. As someone obsessed with eyewear craftsmanship, this was my version of a candy store. I ran my fingers over sheets of premium acetate, envisioning how they could be shaped into the next Pascali collection.
Then, somehow, I found myself trapped in a VR eye exam demo. Before I could protest, a headset was strapped on me, and suddenly, I was navigating a surreal world of floating eyeballs quizzing me about optical refraction. I emerged slightly dizzy but feeling oddly accomplished.
The day ended with a networking event where I bravely attempted to discuss binocular vision dysfunction with a Swiss optometrist while trying to identify the mysterious appetizer on my plate. (Was it seafood? Cheese? A very experimental fusion of both?)
Day 3: The Battle of the Frames (and an Unplanned Cultural Detour)
MIDO’s golden rule: Expect the unexpected.
My mission for the day was clear:
- Spot the next big eyewear trend before it hits Australia.
- Avoid getting lured into buying ridicuous frames that resembled abstract sculptures.
One exhibitor enthusiastically introduced me to their “gravity-defying” eyewear – so lightweight it actually floated when dropped. Impressive? Yes. Practical? Less so, considering I had to fish one prototype out of someone’s espresso.
Then came the AI-powered glasses that analysed your mood. I tried them on, and the screen immediately lit up: “You seem mildly skeptical.” Accurate. I politely declined – my patients don’t need their glasses judging them.
With my brain overflowing with optical innovations, I decided to take a cultural break at Teatro alla Scala, Milan’s legendary opera house. Sitting in its historic grandeur, I imagined an alternative universe where I was an opera singer instead of an optometrist. The acoustics were phenomenal, but let’s be honest – vision correct is my real calling.
Day 4: Espresso, Eyewear, and Escape
By my final day at MIDO, I was officially a pro. I had:
- Sourced premium acetate for Pascali Eyewear.
- Networked without spilling espresso on anyone.
- Resisted the temptation to bring home absurdly futuristic frames (mostly).
To top it off, my suitcase mraculously reappeared, though suspiciously heavier – probably due to a few new eyewear samples.
As I stepped out into the chilly Milanese air, I took one last look at the city. Between the freezing fog, endless espressos, and optical discoveries, I knew one thing for sure – MIDO was just the beginning. Pascali Eyewear was about to get an upgrade, and I couldn’t wait to bring the future of eyewear home.
Now, if only I could remember where I packed those business cards…
The end. Or just the beginning?