Brand new to the February edition is the launching of a new themed area, MICAM “X”, which recounts the evolution of the footwear industry, from materials to the most revolutionary consumer trends, from sustainability to innovative ideas in retail through presentations, workshops, dedicated settings and many other initiatives, all in the heart of Hall 1. For now, it’s simply a premiere showing of edition Zero, while the official debut of MICAM “X” will actually occur in September 2020 with an agenda that is richer and more captivating than ever before.
The new space joins the Players District, which, after its successful debut at the last edition, returns to highlight sporty footwear proposals and the culture of sneakers in Hall 7. The focus will be on the shoe with a preview of new projects, innovative research, and brand new proposals in the segment which, in Italy alone, is the equivalent of 18.1 million pairs produced for a value of 750 million euros (in 2018). Inside the Players District, The Arena will return to host special appearances by sports champions, along with athletic performances and friendly tournaments featuring the fair’s protagonists.
With these two projects, which join the tried and true format of the event’s squares as the main focal point, MICAM combines business, fashion, and information, while reconfirming itself to be the international platform of reference for high-end footwear.
In terms of selection, the campaign aimed at encouraging participation should see around 1300 exhibitors registered, for a total of around 2000 brands: the organisers will also focus on visitors – with 44,076 participants recorded at the last edition, and specific strategies aimed at guaranteeing the presence of key markets, including above all Russia and the ex-CIS area, which experienced a downtrend at the last edition, along with Asian markets, and especially China, where a meeting to present the fair to members of the trade and the local press was held this past November in Shanghai .
The last focus is on the layout of the Emerging Designer area, with the collections of emerging talents on the international footwear panorama, who will be sure to inspire visitors with their unconventional proposals.