MICAM has turned Milan into an aesthetic-commercial communication platform
29.03.2011 5199

MICAM has turned Milan into an aesthetic-commercial communication platform

This season the international exhibition of shoes MICAM ShoventHeld twice a year in Milan, it has expanded its space far beyond the Fieramilano Rho exhibition center. In Milan, the exhibition management organized several cultural projects from 6 to 9 in March, turning shoe purchases into an aesthetically-commercial enterprise.

Five-star hotel BOSCOLO EXEDRA MILANO, located near the main shopping street of the city, via Montenapoleone, organized a lounge area MICAM POINT Milano Centro. In this zone, non-stop video was showing the trends of the next season, invited to MICAM POINT were the producers themselves, buyers and journalists. 6 sculptures were displayed in the lounge area, creating a collective image of Italian shoes. The walls were decorated with 14 calendar posters. ANCI 2011, designed by Manuel Poggi. He managed to create an enchanting, ironic story about Italian creativity.

In addition, here everyone was able to see the work of the finalists of the competition of young designers: ANCI Creative Award: Cool Hunting Edition.

An art project La fabbrica in citt was organized near the hotel at Piazzale Cadornaa. Visitors to the exposition were able to see all phases of the production of real Italian shoes.

This time the exhibition was accompanied by a cinematic project FASHION ON MOVIE. In collaboration with several film studios and organization Milano Fashion City the organizers MICAM showed films dedicated to people who have become style icons. Viewers saw four ideals of female beauty from different eras. The first was Charlie Wilson's War (2007, USA). Julia Roberts starred - she personified the first type of female beauty, rich, beautiful, elegant and sophisticated. Her assistant in the film was played by Amy Adams - and her beauty was simple and classic, without too much decoration. The unearthly Kim Novak in Alfred Hitchcock's film Vertigo (1958, USA) embodied the typical Hitchcockian idea of ​​a fatal, non-brunette beauty: a blonde with a breathtaking waist on skyscraper stilettos and with a hairpiece on her head. And finally, the fourth style icon is the sexy, intriguing and enigmatic Sharon Stone in Basic Instinct (1992, USA-France). To the exhibition opening directorate MICAM launched an online project on the Internet on the official website I LOVE BLOGGERS. Now the site, in one place, contains the best Italian and foreign blogs dedicated to shoes.

This season, the MICAM ShoEvent International Shoes Exhibition, held twice a year in Milan, has expanded its space far beyond the Fieramilano Rho exhibition center. In Milan, the directorate ...
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