Our First Visit to MIDO
This year marked a special milestone for Frey Optical as our team travelled to Milan, Italy, to attend MIDO – Milano Eyewear Show for the very first time.
For us, this was much more than attending an optical trade show. It was an opportunity to immerse ourselves in the world of eyewear, meet designers and manufacturers, discover new collections and bring fresh ideas home to our customers in Burlington.
The show brings together eyewear brands, independent designers, manufacturers and optical professionals from around the world. From sophisticated Italian design to innovative independent collections, we had the opportunity to see firsthand where eyewear is heading next.
At Frey Optical, we believe choosing eyewear should be about much more than simply selecting a frame. It should be about design, quality, craftsmanship, individuality and finding something that truly suits the person wearing it.
One of the highlights of MIDO was having the opportunity to explore collections from established international names as well as independent designers.
We looked closely at frame construction, materials, colours, shapes and – perhaps most importantly – the stories behind the brands.
Does this frame deserve a place at Frey Optical?
We aren't interested in a frame simply because it carries a recognizable logo. We look for eyewear with character – exceptional design, quality materials, great fit and something genuinely different for our customers.
MIDO isn't only about finished frames. It also gave us the opportunity to explore the craftsmanship and materials behind premium eyewear.
Great eyewear begins long before a frame reaches the optical store. Material selection, manufacturing techniques, finishing and attention to detail all influence how a frame ultimately looks, feels and performs.
Experiences like this help us make more informed decisions when selecting eyewear for Frey Optical.
Seeing collaborations such as Carrera and Ducati was a reminder of how closely eyewear is connected to the wider world of design.
In Milan, influences from automotive design, architecture, fashion and technology all come together – and eyewear is very much part of that culture.
One of the most memorable moments for us was discovering eyewear connected with the legacy of Brazilian Formula 1 icon Ayrton Senna.
For Brazilians, Senna represents much more than motorsport. Seeing his legacy represented through eyewear design while we were in Italy created an unexpected connection between Brazil, Italy and the optical world – and made this part of our MIDO experience particularly memorable.
Milan provided inspiration well beyond the halls of MIDO. Fashion, architecture, craftsmanship and design are woven into the identity of the city. Walking through Milan makes it easy to understand why Italy has had such an enormous influence on eyewear.
Whether you're looking at a beautifully constructed frame or standing in front of the Duomo di Milano, the principle is remarkably similar: proportion, materials, craftsmanship and attention to detail matter.
Our first trip to MIDO was about eyewear – but also about experiencing the culture, design and beauty that surrounds it. These experiences are part of the inspiration we bring home with us.
The most important part of travelling to MIDO is what happens after we return home.
We came back to Canada with new ideas, new industry connections and plenty of inspiration for the future of Frey Optical. And over the coming months, you may see some of that inspiration reflected in the eyewear and collections we bring into our Burlington boutique.
One thing is certain: our first MIDO experience won't be our last.
