EICMA: a work that recalls Futurism anticipates the 2021 event

The advertising campaign that brings us back to the origins of EICMA, now the International Two Wheel Exhibition, in view of the appointment scheduled by 23 al November 28, 2021 at the pavilions of Fiera Milano in Rho.

A futuristic vision

The mind is brought back to the origins of the trade fair event, hosted by the Lombard capital in 1914, through a depiction inspired by Futurism. Highlighted is the image of a futuristic two-wheeled example covered in red and in motion. A creation by the Italian illustrator Victor Togliani that refers to concepts such as innovation and passion. The associated phrase is: “Welcome back Adrenalina”. Motto chosen for the launch of the edition number 78 di EICMA, attracting fans again after the failed 2020 edition.
Entrance tickets, which can be purchased exclusively online, will soon be available on the event portal and the ticket shop will open in the next few days, as reported.
Returning to the campaign, Lorenzo Marini, artist, well-known international advertiser, co-founder and creative director of the Yes Marini agency in Milan who conceived and oversaw the creation of the campaign, spoke on the occasion of "neo futurism". Taking inspiration from the artistic movements of the early twentieth century, EICMA uses the codes of Futurism to transmit "a revolutionary message in a contemporary reinterpretation", as indicated.

Image: EICMA