It is the spirit of EICMA that lives outside the exhibition district: a container of events
, collaborations and initiatives that contaminate Milan and the territory before and during the International Cycle and Motorcycle Exhibition.
The heart of the world's most awaited exhibition event for fans and the industry of reference beats the streets of the Lombard capital in its most lively and significant areas.
Besides motorcycles, beyond bicycles, pavilions and stands, RIDEMOOD is fun
A rich program
of free appointments
coordinated by EICMA, which tells the soul and attitude and which is repeated every year in a new and engaging way.
Last year RIDEMOOD, now in its fourth Edition, opened its doors in early November, bringing the passion for two-wheelers throughout the city of Milan with an eight-day marathon.
In addition to the Milanese "movida"
venues that have been following us since the first edition, the world of fashion
also participated in the "revolutionary motion" of the 77th Edition. With a surprise.
Thanks to the involvement as Spotify
's music streaming partner
, the atmosphere of EICMA not only involved the whole city, but was available 24 hours a day, 7 days a week on all the participants' smartphones.
The 2019 schedule of events was also enriched with the #LoveToRide
initiative: during the EICMA and Rinascente
exhibition week, they transformed the flagship store in Piazza Duomo
into a tribute to the world of two wheels with set-ups, themed activities and dedicated parties.
Listen to the RIDEMOOD EICMA 2019 PLAYLIST!