Micam 89 presents the new creative concept

Creativity, dream and genius: the world of footwear that animates Micam 89, the main show of the footwear industry (16 to 19 February in Milan) becomes the fantastic universe that frames the enchanting atmospheres of the most famous fairy tales.

The idea and creative direction of the new concept of Micam 89 have been edited by MM Company, with the accounting of Laureri Associates, to accompany the review also for the next editions. #micamtales, the fairy tales of Micam, a collection of fables to wear, to tell the dream world of creativity, reread in a contemporary key.

The concept is a framework that contains the many stories narrated by exhibitors with their collections, which transform the event into the world’s main creative salon dedicated to footwear. To allow a clear visualization of the concept, the narration is developed through a fairy tale for each year divided into two separate chapters: one in February (on the occasion of the Autumn/Winter edition of the Salone) and one in September (Spring/Summer) is available.

The first fairy tale of 2020, which makes its debut at Micam 89, is “Micam in Wonderland”, surreal transposition of the famous fable through the pictures taken by photographer Fabrizio Scarpa and the direction of Daniele Scarpa.

The communication campaign, made possible thanks to the contribution of ITA and MAECI, is developed through the creation of a set with perspectives and volumes completely staggered thanks to particular wide-angle optics that deform the figures.

The sets of the first campaign, on air in occasion of Micam 89, include many elements and details– many of them personalized, such as cookies “eat me”, flasks “Drink me”, sweets, and playing cards – that belong to the imaginary linked to the fairy tale, here scrambled, manipulated and then reassembled: because nothing is as it seems. Behind apparently disordered images is actually a precise meaning, an order that on the surface seemed absent, as in Wonderland.

Alcuni di questi oggetti accompagneranno anche i visitatori all’interno di Micam 89, in una vera e propria exhibit-experience.