Siro Badon, President of MICAM is right when he says, “After the lockdown, MICAM will be the first large-scale event to be held at Fiera Milano Rho, representing a concrete opportunity for companies in the footwear industry to relaunch the business”. The event, which will be held from 20 to 23 September, is preparing to host more than 500 exhibitors and over 5000 buyers, coming primarily from within Italy and Europe, who have confirmed their participation, thus enlivening a meeting that takes on a very special meaning in this moment.
So, how will the event be? Among returns and new proposals, MICAM will have a more flexible, complete format in perfect safety with the goal of relaunching the market. There will be five pavilions, 1,2,3,4 and 6, with the first two renamed Premium and hosting the most exclusive products featured at MICAM. Next to this area, will be the debut of an area occupied by MIPEL – the international leather and bags show – and TheOneMilano Special featured by MICAM – the prêt-à-porter women’s fashion fair – which will offer buyers a new and unique opportunity for completing their total looks.
In terms of returns, will be the MICAM X area dedicated to innovation, with a schedule of meetings and initiatives centred around four themes: Future of Retail, Sustainability, Trends and Materials, and Heritage & Future. Then will then be the Emerging Designers, an area of emerging talents in the footwear industry.
Instead, in terms of new additions, will be Wonderland, the new area in Pavilion 3 inspired by the second chapter of the MICAM in Wonderland ad campaign, which will characterise the September edition.
There will then be special care taken with safety, thanks to the Guidelines developed with Fiera Milano to guarantee exhibitors and visitors the possibility of doing business at the fair with the highest standards of safety. Among the measures adopted are new entrance methods, with wider and more structured exhibition routes to ensure crowd-control in the halls, common areas and refreshment points.
After the uncertainties connected to the explosion of the worldwide pandemic, the confirmation of MICAM’s 90th edition represents an important signal for the world of fashion accessories, underlining the desire of professionals, creative talents, footwear manufacturing operators, and other segments to return to interact with one another, also in synergy with other events that will be held in conjunction with the event, HOMI Fashion & Jewels Exhibition and Lineapelle. #strongertogether, now more than ever!