B2B event

For: MIDO e Eyewear Exhibition

By: Mixer Group



Inside the Made in Italy eyewear world Mido is a very strong voice, this is why they asked to organize this important event highlighting the importance of this concept.
The event involved three main moments that saw the selection of three locations: the Sala delle Colonne in the Science and Technology Museum in Milan where the press conference and Buffet lunch took place. Alcatraz of Milan chosen for the B2B event for the presentation of the brands to the international buyers. And finally, the historical headquarters of Banca Popolare di Milano in the very heart of the city.

Operational Processes

Strategic Briefing

Firstly, the team carried out a strategic briefing thanks to which they managed to make an in depth analysis of the goal of the event and choose the right professionals to include in the project while keeping in mind all the details of the activities.
The selected operational line involved the participation of Mixer Group’s staff in its entirety.


Then it was time to set the perfect mood with the choice of the right material for the décor and set up, in order to provide a clear identity and a coherent, logical path.

Location Scouting

After that naturally came the location scouting, the elements that inspired the team were elegance and simplicity, so that the event could easily be enjoyed in its entirety. The extensive knowledge of the territory and Mixer Group’s contacts became a winning combination for the selection of a unique and top-level solution.

Scouting Testimonial

Mixer was also responsible for contacting and managing the chosen testimonial for the event.


One of the many tasks that Mixer’s team had was the managing of the participants, with the organization of the transfers of 600 people.

Technical & Scenographic Set-up

The location became the scene of an amazingly balanced and modern technical and scenographic set-up.

Hostess & Catering Service

Thanks to a high level catering service, the team organized dinners and the needed entertainment, as well as the hostess’ selection and management.


To complete this all-in solution, Mixer Group took care of the direction of the whole event. From the live video shooting, to the production of an emotional video and a photo service.

Technologies and competencies

Mixer Group curated the concept, the screenplay, the video-clip selection and the technical set-up of the rooms. The team was responsible for the in-loco technical assistance (lights, audio, video), the design and realization of ad-hoc communicational material (graphics, gadgets, booklets, badges and paper and electronic invitations). The team tprovided them with a professional team of strategic counselors and a technical staff. Lastly, to complete the whole package they offered the best catering and hostess service on the market, logistics management for the transportation of guests and the organization of an unforgettable Gala Dinner.

The final Result

MIDO, thanks to the collaboration with Mixer Group managed to reach its goals and organized a B2B event that saw the participation of more than 300 people, 150 journalists and 400 participants to the Gala Dinner inside the Banca Popolare di Milano historical headquarters, which for the first time ever opened its doors to an external event.
The event was a true and proper success and allowed MIDO to consolidate its vision in the hearts and minds of its collaborators, registering right from the kick-start a more than positive turnout while highlighting the importance of Made in Italy in the eyewear market.

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