RIDEMOOD is the spirit of EICMA that lives in the city and on the territory: a container of events, collaborations and initiatives that contaminate Milan during the International Cycle and Motorcycle Exhibition. The heart of the most anticipated exhibition event in the world for enthusiasts and the industry of reference beats in the streets of the Lombard capital in the most lively and significant districts. Beyond the bikes, besides bicycles, pavilions and stands, RIDEMOOD is fun and lifestyle.
On 2 November 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!