MIDO 2025: Mad in Italy Brings True Italian Style to Life

Once again, we took part in MIDO, the international benchmark trade fair for the eyewear industry — and our stand certainly didn’t go unnoticed.

Spread over 45 square meters, we created a corner of authentic, playful, and distinctly Mad Italy.

The centerpiece? A real beige 1968 Fiat 500, transformed into a lifestyle icon with oars on the roof, vintage suitcases in the trunk, and a cheeky sign that got plenty of smiles:

“No cappuccino after 11am” — a lighthearted nod to our unapologetically Italian spirit, beyond clichés.

Our goal was clear: to offer visitors a relaxed, immersive experience, wrapped in a beachy vibe, with pastel colors, retro touches, and an atmosphere that felt light yet full of energy. More than just a space to showcase our eyewear, it was a space to tell a story — a way of life.

For us at Mad in Italy, the Fiat 500 represents the same values we put into our products: authenticity, character, and timeless style. It’s a symbol of the real Italy — creative, proud, and uniquely charming. And just like our collection, it caught eyes, drew smiles, and received countless compliments.

MIDO is always a key stage for us, but this year we aimed for more: not just to show, but to let people live our world. And the response was beyond amazing.

A huge thank you to everyone who stopped by. See you at the next MIDO — with new ideas and, as always, a touch of madness.