EICMA and Rinascente united for the 2016 edition

EICMA 2016 – The International Cycle and Motorcycle Exhibition and Rinascente have entered into a partnership in view of the 74th edition of the motorcycle show which will be held in Milan from 8 to 13 November.

For the occasion, in fact, Rinascente is launching the 1.0 edition of the "Love to Ride" event and will propose a week full of events at the flagship store in Piazza Duomo which will be animated by events and performances, thanks to the involvement of the most important fashion and lifestyle brands, as well as of course those in the motorcycle sectoror. “We are happy with this partnership with Eicma, to whom we proposed Love to Ride because we want to create the first offsite event dedicated to the world of two wheels in the heart of Milan.” states Alberto Baldan, CEO of la Rinascente. “Our shop front on Piazza Duomo and the different floors of the store will be dedicated to the event and will involve the city in special initiatives and themed activities. Just as during the Design Week we are committed to proposing events to offer new points of view on design, so on the occasion of the most important International Motorcycle Event the Rinascente presents itself as a lifestyle destination in the city."

"The partnership with Rinascente marks a very important moment in the evolution of the Exhibition.” declared Antonello Montante, president of the International Cycle and Motorcycle Exhibition. “An unmissable event for enthusiasts and companies in the sector since 1914, it is now transforming into a real cultural event, capable of involving the entire city of Milan. Two wheels, on the other hand, are a sustainable mobility alternative that involves an ever-increasing number of citizens and an ever-wider audience who also look with interest at other worlds, from fashion to design.“. L'Esposizione and Rinascente, both entities with a history spanning over a hundred years which have given a great deal to the city of Milan and the Milanese people, together therefore become promoters of the first edition of the Motorcycle Week, a schedule of events with fashion, music and creativity destined to grow from year to year, involving the different neighborhoods of the city, in conjunction with the November show. An extraordinary opportunity to increasingly underline the role that two wheels play in society, as an element of custom and culture, but also as an engine of economic growth and creativity. The complete program of initiatives and participating partners will soon be published on the website www.eicma.it, on the EicmaOfficial Facebook page and on www.rinascente.it and the official social channels of Rinascente (Facebook, Twitter and Instagram).