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MICAM has turned Milan into an aesthetic-commercial communication platform
29.03.2011 4048

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 Milan City Center. 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 of the year, designed by Manuel Poggie. 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 Milan Fashion City the organizers MICAM showed films dedicated to persons who have become style icons. Viewers saw the four ideals of female beauty belonging to different eras. The first was the "Charlie Wilson War" (2007, USA). Julia Roberts starred in the title role - she personified the first type of female beauty, rich, beautiful, elegant and sophisticated. Amy Adams played her assistant in the film - and her beauty was simple and classic, without unnecessary decorations. The unearthly Kim Novak in Alfred Hitchcock’s film “Dizziness” (1958, USA) became the embodiment of a typical Hitchcockian idea of ​​a fatal non-brunette beauty: a blonde with a breathtaking waist on stilettos-skyscrapers and with a hairpiece on her head. And finally, the fourth style icon is the sexy, intriguing and mysterious Sharon Stone in “Basic Instinct” (1992 r, 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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