After the health emergency the international footwear fair gets ready
to tackle the recovery phase alongside footwear companies
The event’s new brand image kick-starts the organisational machinery
Milan, 5 May 2020 – MICAM Milano, the world’s leading footwear fair, starts to prepare
for the coming edition to be held at the Rho trade-fair centre from 20 to 23 September,
with the aim of providing an opportunity for the industry to get restarted after a difficult
period for the world’s economy.
While the fair organisers work to prepare a prestigious event that will hopefully provide
both Italian and foreign footwear companies with a springboard to recovery, following
the difficult period the whole sector has gone through during the health emergency, the
creative concept behind MICAM’s brand image for 2020 continues to be developed.
In this way, the second chapter in the #micamtales series, dedicated this year to MICAM
in Wonderland, also becomes a sign that the event does not stop, and that it intends to
go on providing those in the footwear market with important business and trade
opportunities. The protagonist of the fairy-tale we were introduced to in February
reappears once again in the September edition, at the centre of a series of curious
events that take place in an enchanted garden: a tea drunk in the company of a white
rabbit, a party that goes awry despite the fervid preparations, or a bizarre attempt to
paint white roses red.
The creative idea for the September campaign was once again curated by the MM
Company, with accounting by Laureri Associates, and features photos taken by Fabrizio
Scarpa and a series of three short video-stories directed by Daniele Scarpa which use
irony as their leitmotiv.
Over the coming weeks the fair will confirm a number of other new initiatives for the
September edition aimed at sustaining the sector, while in these difficult months
Assocalzaturifici has never stopped listening and supporting the Italian footwear
The appointment, then, is for the Wonder Garden at MICAM Milano 90: an event geared
to helping dealers and manufacturers be better prepared to meet the new challenges
facing the footwear market, to move forward and contribute to its growth together.
#micam #micamtales #strongertogether