RIDEMOOD. This is the spirit of EICMA which lives on outside the exhibition area: a container of events, collaborations and initiatives which contaminate Milan and its surroundings before and during the International Cycle and Motorcycle Show. The heart of the most eagerly awaited exhibition event in the world for fans and the industry of reference beats in the streets of the Lombardy capital in its liveliest and most important parts.
Beyond the motorbikes and beyond the bikes, the halls and the stands, RIDEMOOD is entertainment and lifestyle. A rich calendar of free events coordinated by EICMA, relating its soul and attitude.
On 2 November 2019 RIDEMOOD opened its doors bringing the passion for two wheels throughout the city of Milan for an eight-day marathon that, never before this year, was so rich. In addition to the premises of the Milanese "movida" that follow us from the first edition, the world of fashion, culture and design also participated in the "revolutionary movement" of the 77th edition. With a surprise.
Thanks to his involvement as a music streaming partner of Spotify, the EICMA atmosphere not only involved the whole city, but was available 24 hours a day and 7 out of 7 on all participants' smartphones.
Also this year the schedule of events has been enriched for the 4th Edition with #LoveToRide: from 5th to 10th November EICMA and Rinascente have transformed the flagship store in Piazza Duomo into a tribute to the world of two wheels with set-ups, theme activities and dedicated parties.
Also in Piazza Duomo, the maxi screen of EICMA was set up with our girls where it was possible to ask for all the necessary information regarding the exhibition.
See below the rich schedule of free appointments open to all and coordinated by EICMA, reflecting the soul and the attitude of the two-wheeler universe!