Seventy Years of Audacity: Carrera Ignites MIDO

The Carrera takeover at MIDO was a bold statement of its spirit, celebrating 70 years of design, innovation, and sport culture as the brand continues to push boundaries and define its own path.

Carrera doesn’t follow the rules. It creates them.

At MIDO, the world’s leading international eyewear exhibition, Carrera celebrated an iconic milestone: 70 years of bold design, sporting spirit, and contemporary vision. More than a celebration, it was a striking takeover that transformed the fair’s central square into an immersive brand experience of performance, music, and unmistakable identity.

Carrera steals the show at MIDO

Throughout the day at MIDO, Carrera brought unmistakable energy to the fair with a bold roaming presence.
Six models dressed in total Carrera looks engaged visitors and distributed exclusive gifts. The men’s outfits drew inspiration from the world of sport and motorsport, channeling dynamic energy and adrenaline, while the women’s looks expressed a distinctive, authentic style fully aligned with the brand’s values. Together, they conveyed a strong, recognizable visual identity, true to Carrera’s DNA.

From Countdown to Celebration

As the countdown lit up every LED wall, anticipation filled the venue before it transformed into the stage for Carrera’s 70th anniversary, featuring a video message from Carrera | Ducati ambassadors Francesco Bagnaia and Marc Márquez, followed by the official celebratory film.

A high energy DJ set by Mind Enterprises then turned the space into a vibrant dancefloor, with complimentary drinks served in collaboration with Campari Group completing the electric atmosphere.