The Italian avant-garde eyewear exhibition Date unveiled its new edition campaign, ‘Behind Every Frame a Role to Play,’ during Mido 2026. The presentation confirmed that Date will continue its traveling exhibition format, held in a different city each year, with the 2026 edition scheduled for September 12 to 14 at the historic Salone Margherita in Naples. Date President Davide Degl’Incerti Tocci stated, “In the new edition, Naples takes center stage with its timeless elegance and magic, a city observed, magnified and reflected. Through a minimalist composition free from distractions, we invite all visitors to focus on the essence of the city and on the value of vision, the core theme of Date.” The 2026 campaign was developed under the creative direction of designer Francesco Pagliariccio from Studio Cavaletti+Pagliariccio. It positions the exhibition not merely as a business-focused event, but as an experience that highlights the cultural and expressive power of eyewear. The campaign title underscores the idea that every pair of glasses becomes a tool to express identity, moods and relationships, drawing its theatrical inspiration from the historic venue where the event will take place. The organizers emphasized that the concept aims to extend the exhibition experience beyond the show itself, fostering a deeper connection between attendees, Date and the city of Naples.

February 2026