This year again the city of Milan revved up, alongside the 76th edition of EICMA, a rich calendar of events and dates to experience of the emotion of EICMA 24 hours a day from 4th to 11th November.
To give you an idea, here is a brief summary of what we planned for you:
EICMA AT CITYLIFE SHOPPING DISTRICT: Sunday 4th November
in RINASCENTE: from 6th to 11th November
EICMALAND at the Alcatraz: Saturday 9th November
Sempione/Garibaldi: from 4th to 11th November
Isola: from 4th to 11th November
Navigli/Darsena: from 4th to 11th November
Lambrate: from 4th to 11th November
Porta Venezia: from 4th to 11th November
Many areas enthusiastically answered the invitation from the International Show: the Isola bike district, the east side of Lambrate, the clubbing district of Garibaldi-Sempione, the creative nightlife of Porta Venezia and the “rebelot” of the Navigli and of the Darsena. And at the centre of the map, this year again, La Rinascente, the iconic venue and symbol of Milan, which presented “Love to Ride”.
Eight days, twenty-four hours a day, for a calendar of many events and appointments all over the city of Milan.
During RIDEMOOD, there was room for culture, which travelled from the legends on a Lambretta (the “young lady of Lambrate”) to cabaret, from the thrilling journey through the vintage advertising posters to contemporary art. Fashion and lifestyle also had their share, with the presentation of collections of clothing, jewellery and exclusive accessories for bikers of every type to the world of tattoos. Gourmets were also spoiled for choice, with the “biker-gastronomic” offerings from brasseries and restaurants, ranging from tradition to innovation.
And obviously there was also lots of good music to colour the week: from the “bad” music of the rebels without redemption to the very stylish music of the Mods, from the party-going music of the 1950s, to incursions into punk, country and indie.
RIDEMOOD was the occasion for visitors to EICMA and the city users of the metropolis to experience Milan in celebration, in legendary places but also discovering new corners and original urban situations.
The programme was rich and offered appointments to suit all tastes. For those who could not decide where to go, every day of the event, by 3 p.m., the programme of the evening of the events around the city was posted. This information could be found, as well as directly on the EICMA website, on the Facebook page of the International Show and on MyMI.it, the media partner of the initiative.
Ride Mood is an initiative by EICMA- International Bicycle and Motorcycle Show.