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EICMA officially kicks off the run-up to the 83rd International Motorcycle Exhibition, scheduled to take place from 5 to 8 November 2026 at Fiera Milano Rho, and launches the new communications campaign that will accompany the event over the coming months.
With the slogan “Always the first time. Every year, a discovery”, the poster for the 2026 edition depicts a motorbike still hidden beneath a red drape. An evocative image that recalls the moment preceding every major innovation and presents EICMA as the place where the world of two-wheelers comes together to discover products, technologies and trends destined to shape the future of the sector.
“The campaign stems precisely from the idea that EICMA is not merely a date on the calendar, but a genuine turning point for the industry, the market and enthusiasts: a before and after in the world of two-wheelers,” said EICMA General Manager Federico Aliverti. “It is the place where expectations, previews and visions take shape and become a shared reality. The moment when new models, technologies and trends are unveiled to the world whilst the entire international motorcycling community gathers in Milan.”
Developed by the creative agency YES!, the campaign interprets EICMA’s role through a simple and immediate style, encapsulated by the slogan “Always the first time. Every year, a discovery”, which highlights the Exhibition’s ability to renew the experience of companies, industry professionals, the media and, above all, the general public year after year.
The 83rd International Motorcycle Exhibition will be held at Fiera Milano Rho from 3 to 8 November 2026, with the 3rd and 4th reserved for the press and industry professionals.
