The 83rd edition of theMICAM, at the Fiera Milano (Rho) from 12th to 15th February, will present exhibitors and trade visitors with a new concept and look.
A structural transformation that was already underway during the last edition but which has now been fully completed and takes the form of a new concept for pavilions 1 and 3 and various modern elements that represent a marked change with respect to past editions. Larger and more functional areas to facilitate interaction between buyers and exhibitors and a conceptual evolution made even more alluring and fashion-oriented.
A change in image that is expressed most vividly in the new publicity campaign which has chosen the “Divine Comedy” to announce theMICAM’s new course which will have as its leitmotif the three canticles of Dante’s poem. A three- year long journey which starts in this edition in the circles of Hell, with the spotlight on the capital sin of “Lust”, followed by Seduction in September and continuing next year in “Purgatory” and ending in 2019 bathed in the bright light of “Paradise”.
Another of the new entries at this 83rd edition is the Emerging Designer Area in Pav. 1 on the edge of the Fashion Square: a space entirely dedicated to emerging Italian and international designers and an indication of theMICAM’s desire to stay ahead of the game by nurturing new talent and potential future leaders in the footwear sector.
Full rein is also given to the creativity of young students. At stand F02 in Pav. 1, top training schools specialising in the footwear sector will discuss the new aspects of their courses and how best to prepare to meet the challenges of producing and marketing quality footwear.