This edition is doubly important for the exhibition, which is celebrating its ninetieth edition, guiding Italian and international companies through the global health crisis and out the other side.
Badon: “We can only grow by changing: so MICAM is looking to the future” We’re back: edition number ninety of MICAM Milano opens its doors from 20 to 23 September 2020 at Fiera Milano, ready to showcase the creations of more than 600 brands.
Exhibitors will be able to seize important opportunities for business, with over 5000 international buyers attending, mainly from Italy and Europe. These buyers were identified and contacted by MICAM to forge, also through them, a solid and qualified relaunch for the business of exhibiting companies. “At long last, we’re back to business. We’ve worked intensively on an event that is one of a kind in many ways, to send out a strong signal to the industry that required practical, speedy and efficient support from Assocalzaturifici for companies struggling due to the health crisis. MICAM and Assocalzaturifici chair, Siro Badon, commented: “We are aware that we can only grow by changing. We therefore wanted to take the event to the next level, with the MICAM Digital Show. This new digital channel that went online yesterday accompanies the physical MICAM spaces to help companies meet the markets while overcoming current restrictions.
What’s more, we’ve once again joined forces with the shows of other fashion segments to operate as a system. And we’re now coming to you more united than ever before, bringing fashion professionals and buyers so many more opportunities”.
SPACE FOR CREATIVITY AND CONTENT
MICAM Milano will be showcasing its exhibits in five pavilions.
The special area, Premium, will play host to MICAM’s most exclusive range and, for the first time, also the exhibits of MIPEL (the most iconic international trade fair of leather goods and bags), with prestigious Italian brands and strictly Italian-made items. It will also house TheOneMilano Special, featured by MICAM (women’s prêt-à-porter fashion show), which will present an interesting collection of select creative items.
Also in Pavilion 1, the MICAM X area, a laboratory for innovative ideas, will offer meetings and initiatives inspired by the four major themes launched in the February 2020 edition of the show: The future of retail, Sustainability, Trends and materials, Heritage & Future. Wonderland will be set up in Pavilion 3. This unusual area is inspired by the second chapter of the MICAM in Wonderland fairy tale, the theme for September’s edition. It pays homage to creativity, which overcomes all limits and barriers to become a thing of wonder and beauty. This special area will also give visitors in the industry a chance to unwind, allowing everyone to sip on a tea and take a souvenir-selfie at MICAM 90 amid its magical Wonderland.
The usual space dedicated to Emerging Designers will showcase the items of 10 creative designers from Italy and Europe. Their creations will range from the rediscovery of age-old traditions to more extravagant research into forms and materials, with original style, mindful of the values of sustainability and brimming with influences from cultures all over the world.
MORE AWARE MEANS SAFER: TRADE FAIR INITIATIVES
MICAM Milano will be held in complete safety: with measures adopted, thanks to a specific protocol designed to cater the best we can to the needs of all industry professionals. The required social distancing measures will be in place at all times, offering clear and wellmarked routes enabling visitors to tour the show at ease in full compliance with the regulations.
Visiting the event will be perfectly safe thanks to signs and other devices, and the measures taken will allow everyone to enjoy the trade fair experience to the max. These systems will join those provided by Fiera Milano around the exhibition centre, from checks on the centre’s doors to the new digital signage network.
BUSINESS IN ANOTHER DIMENSION MICAM Milano Digital Show MICAM Milano Digital Show, powered by NuORDER, a new digital environment with the event in the limelight, is now online. It was created under an agreement with the NuORDER platform to support the promotion and business of companies online. 1200 buyers signed up to this high-tech opportunity on the very day it was launched to discover the creations of 150 brands. With it, MICAM is rounding off its offering, presenting itself to
exhibitors and buyers as a true “augmented trade fair” that uses the digital world to boost the opportunities of the physical trade fair, so that people can negotiate deals and make purchases directly online.
In partnership with NuORDER, a world leader in digital business platforms, MICAM wanted to make its exhibitors’ product ranges available to buyers all over the world. A single click takes buyers into a world that will prepare them for meetings at the actual event and will keep the opportunities alive even after the physical trade fair has ended.
MICAM Milano Digital Show will remain online until 15 November 2020.
A COMPLETE SUPPLY CHAIN: OTHER OVERLAPPING TRADE FAIRS
The exhibition offering will be completed with HOMI Fashion & Jewels Exhibition, the event dedicated to trendy fashion accessories and jewellery, taking place from 19 to 22 September, and Lineapelle, the international exhibition of leather goods, accessories, components, fabrics, synthetics and models, scheduled to take place on 22 and 23 September, both at Fiera Milano Rho. This will map out a complete path from raw material to finished product, enhancing the offering of MICAM Milano with additional creative products. MICAM Milano is coming up September 20 through 23, 2020.