MILAN, Italy—Mido has announced the opening of both press and visitor registration for its next edition in Milan, scheduled for February 8 through 10, 2025, at Fiera Milano Rho. Alongside this announcement, Mido is unveiling “Refocusing on Humans,” its new campaign dedicated to “refocusing its priority on people and celebrating the return of value (and to the values) of human creativity,” show organizers said. With this new campaign, Mido said it aims to emphasize human creativity and its capacity to create beauty.

In the announcement, show organizers said, “In 2023, when there was much talk about artificial intelligence but few people were actually using it, Mido launched the pioneering campaign ‘Spheres - The Eyewear Universe,’ the first in the industry to use AI to create images. Now, while many are applying this technology, Mido foresees an urgent need that can already be clearly perceived in society—to relaunch human intelligence and its ability to produce new ideas.”

For the third consecutive season, Max Galli was creative director for the campaign. He said, “I imagined an idea of beauty that could grow out of the palpable, material know-how that only the ‘hearts’ and ‘hands’ of the true artisans of eyewear know how to convey. A visual and conceptual message that diverges from the artificiality of the many intelligences that populate our current reality and that returns humans to the central role.”

 
Uli Weber, who shot the campaign, said, “I was immediately moved by the creativity expressed by Max Galli in the new campaign for Mido and, working on the set, with the whole team, was a beautiful experience. In ‘Refocusing on Humans,’ I used bodies to create human sculptures that allude to the world of eyewear, where the hands ‘frame’ the models’ eyes and direct the viewers’ attention, refocusing the glances in an ongoing exchange between spectator and subject. I find the result is a sophisticated but, above all, highly communicative image. I am grateful to Max for having invited me to be part of this project, and to Mido, that allowed me to do it: we celebrated human beings, but also the expressive power of the eyes, the true protagonists of our daily lives.”

The Refocusing on Humans campaign will appear globally in print and online. It will be developed around more than one subject, which Mido said will “be revealed in the coming months.”

Registration for 2025 for visitors is open online here, and press registration is open here.