NEWS
theMICAM: where dreams become footwear An important event for the footwear business is taking place in Milan on March 3-6
From March 3-6, the spotlight will be focused on the only accessory capable
of representing a true object of desire: shoes. It's a dream that becomes a reality only at theMICAM, which will welcome 1,538 exhibiting companies this season, over a surface area of 68,000 square meters at the Fiera Milano Rho, with some of the best autumn/winter 2013-2014 collections in the world.
“theMICAM is starting the year with a strong sense of renewal, and
awareness of wanting to invest all of our energy and resources to meet the needs of exhibitors and visitors," says Cleto Sagripanti, ANCI president. “For this edition we wanted to offer new services and initiatives to continue to guarantee the high level that we've been known for for years on a global level."
New this year is a Lounge, which assists visitors and exhibitors in optimizing their travel and receiving information about the city of Milan, hotels and restaurants, as well as providing airport check-in and related services, such as airport transfers and baggage transport. Various Wi-Fi areas will be available for visitors, where they will be able to download the new “theMICAM” app for smartphones and tablets, and peruse the exhibitors’ catalogue and maps online.
Room is given for innovation and creativity with “The source of ideas -
creativity and research for style and design offices” within theMICAMloungearea on Corso Italia, where, thanks to trend forecasters Aldo Premoli e Orietta Pelizzari, visitors can get information, suggestions and news from the world of footwear.
Creativity and a focus on younger generations is at the heart of theMICAM
Creative Award international contest, now in its ninth edition, aimed at the "online addicted" from each nation. This year's edition is dedicated to Pinterest, social network where you can share photos and videos with the aim of creating an online catalogue of "inspirations".
theMICAM's special relationship with the city continues: the world of
footwear opens in Milan at theMICAMpoint with initiatives dedicated to footwear at 360 degrees, welcoming those who are passionate about footwear from March 1-6 in the Piazza del Liberty. Thanks to the Stiletto Academy di Veronica Benini (the first Italian school for walking and posture) and to coach and master PNL Giovanni Pozza, you can learn the ABCs of the language of footwear and put advice on posture to the test on a glamorous runway in the heart of the fashion capital. It's a catwalk for the stars!
“The Fairest of Them All” contest will start at theMICAMpoint, designed to engage and inform the general public about the characteristics that make Made in Italy footwear unique and unmistakable. Youth workshops are planned, allowing them to unleash their creativity and imagination, while older fans can gain in-depth information on topics such as the value and quality of the Made in Italy label and the battle against counterfeiting. Charitable initiatives that ANCI has been involved in for several years will also take place, to benefit organizations such as MUS-E and CAF as well as the renewed support forthe Umberto Veronesi Foundation.
In continuing to dream and share the excitement, this edition also includes an
exclusive gala reserved for top Italian and foreign buyers, which will take place on March 4th in collaboration with Vogue Accessory (invite only). In occasion of the event, the winner of theMICAM Award will be announced, conferred on the recommendation of exhibitors to the best Italian and foreign buyer.
6 • FOOTWEAR TODAY • MARCH 2013
www.footweartoday.co.uk
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