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EICMA 2018, THE 76th EDITION OF THE MOST IMPORTANT SHOWCASE IN THE WORLD FOR THE TWO-WHEEL INDUSTRY OPENS TODAY

“Welcome to the largest container of passion in the world, welcome home.” This is how Andrea Dell’Orto, President of EICMA S.p.A., opens the 76th edition of the International Bicycle, Motorcycle and Accessories Show, at Fiera Milano-Rho until Sunday 11th November (today and tomorrow are dedicated exclusively to the press and professionals).

The most important exhibition dedicated to the industry of two wheels gets off to a start with an original opening ceremony-event, presented this morning by the actress and television presenter Vanessa Incontrada. Over 1,200 brands, hundreds of previews, thousands of journalists and accredited media professionals, riders, sport champions and celebrities: EICMA once again transforms Milan into the world capital of two wheels.

The ribbon cutting ceremony today, which was attended by the Under-Secretary to the Presidency of the Council of Ministers, Giancarlo Giorgetti, the President of the Lombardy Region Attilio Fontana, the Mayor of Milan Giuseppe Sala, the President of Confindustria Vincenzo Boccia and the CEO of Fiera Milano Fabrizio Curci, finally reveals all that’s new in the sector on show in the six pavilions of Fiera Milano-Rho occupied by this edition.

An exciting visiting experience awaits the hundreds of thousands of fans and professionals expected, including the offer represented this year by the special areas devoted to E-Bikes, even larger and richer, to the Start Ups and to the world of innovation in mobility, to Tourism on two wheels and the trade in second-hand vehicles, vintage motorbikes and accessories in the Temporary Bikers Shop. There is of course the outdoor MotoLive area, the adrenalin-inducing racing space of EICMA with qualifying races of off-road disciplines, freestyle shows and shows for entertainment.

Today’s opening event also hosted the performance of the actor-quick-change artist Arturo Brachetti, with a thrilling number in which the international artist interpreted numerous characters from all over the world.  It was a performance that underlined and emphasized the value of the great global attractiveness that EICMA has conquered over the years: more than half the exhibitors present at this edition come from 42 different countries.

Ample space is also devoted to Italian companies, the “absolute leaders in the global market and in competitions thanks to the excellence they continue to express for design, cutting-edge technology and commitment to environmental sustainability,” as the President of EICMA, Dell’Orto, emphasized in his opening speech. “EICMA,” he added, “is a place of opportunity and entertainment, where beauty, the greatest expression of craftsmanship and innovation co-exist but it is above all an event where the embrace between passion and reason allows us to look to tomorrow as leaders.” This is a vision which is also supported by the advertising campaign of the event, which through creativity and the headline “We see roads that do not yet exist” reasserts the inclination and the attention to the future of two-wheel mobility of this exhibition, developing the great capacity of the industry to interpret and anticipate the challenges imposed by the market.

Lastly, EICMA in the city. Under the impetus of the President, Mr Dell’Orto, this 76th edition will not consume its energy within the exhibition area, but through RIDEMOOD, a rich and well-organized calendar of events, collaborations and appointments in the city, which takes the spirit of the Show and the passion for two wheels into the streets of the Lombardy capital. With the sale of tickets online directly on the EICMA website, the competition linked to tickets which offers numerous prestigious prizes and the expected inauguration-event ceremony, the urban contamination of RIDEMOOD is for this edition one of the most significant new features, with the high point on Saturday 10th November at the Alcatraz in Milan with EICMALAND, the first great evening party dedicated to two wheels.

www.eicma.it

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