Micam: goes to Paradise between classic and brand new productsThe world of footwear gets ready to kick off the 87th edition of MICAM, which opens under the claim “Be inspired by Art, ye who enter”.
First begun two years ago, the journey inspired by the Divine Comedy continues in Paradise, with the invitation to discover the shoe in its essence as a work of Art. Manufacturing excellence, creativity, and innovation are in fact the trademarks of the more than 2000 collections starring as the protagonists of the show: a selection of the highest level destined to inspire the very best boutiques, department stores, and e-tailers coming from the mid, high-end, and luxury range. A selection that every year attracts more than 45 thousand sector professionals coming from around the world.
The MICAM people at the fair from 10 to 13 February will accordingly find a wide range of classic proposals flanked by the latest innovations and products. Moreover, the exhibition itinerary will revolve around its glamour, entertainment, and information areas, with the role of the Fashion Square in the Luxury area becoming increasingly central: under its spectacular mirrored ceiling will be held fashion shows, fashion and retail trend seminars staged by WGSN, the Micam Gala, along with appearances by VIPs and the most important institutional figures. Always on the same level as the Luxury area, the Man Square has become a point of reference for hipsters at the fair with its Proraso Barber Shop and shoeshine stations, while the Style Square with its designer bar offers dining, entertainment, and live performances.
In the Contemporary area, we can find the FUN Square with its LED, AI, and hairstyling and makeup stations, while the collections of Emerging Designers are hosted along its perimeter, offering new ideas to stores in diversifying their proposals with breakthrough products. The iKIDSQUARE will instead turn the spotlight on children’s footwear in the iKIDS area, recreating with its letters a fun and colourful playground dedicated to meetings, dining, and information. Brand new to this edition is the debut of the PLUG.MI area in Hall 7 in the former MICAM Square area. Taking its cue from street culture and Millennials, this new format dedicated to sneakers is organised in collaboration with Fandango Plus and inspired by the overseas Sneaker Con in a mix between product presentation, games, experiences and musical events.
Bestsellers in recent years – with estimates pointing towards a market value of 115.6 billion dollars in 2023 – sneakers conquer a place of honour in the MICAM high-end footwear range par excellence. A kind of imprimatur that the event grants to a segment of footwear that by now is no longer relegated to youthful streetwear, but which has carved out an elite role for itself, thanks to projects promoted by the high-end range and luxury designer labels.
Networking, information and communication, and entertainment and performances… this wide range of contents knows how to best unite the two spirits of business and glam characterising Micam.