Driven by the desire to create something new both for themselves and for the public,  Midway has generated various projects over the years to diversify and be able to range over as many fields as possible, being able to make it an accessible place for every taste, age and gender.
By creating street fashion photo shoots, a streaming channel and various formats on social networks, it boasts of great collaborations with leading companies in the hair sector such as Wahl, Gama Professional and Takara Belmont.