Eicma 2024 debuts with new format at Misano

Eicma 2024
[:it]Eicma 2024[:]

“You’ve seen a lot, now it’s time to try them.” This is the slogan that Eicma 2024, which will take place from Nov. 7 to 10 at Fieramilano Rho, has chosen to launch Eicma Riding Fest, which will be held the weekend of April 27 and 28 at the Misano World Circuit Marco Simoncelli.
Thus, on the occasion of its 110th anniversary, the International Two-Wheeler Exhibition once again puts motorcycle enthusiasts and the motorcycle industry at the center. And it does so by coming out of the exhibition halls to ‘invade’ the paddock of the Misano circuit with an event entirely dedicated to demo rides of the most beautiful motorcycles seen and presented during last November’s event.

A two-day event for all ages

Meanwhile, Eicma 2024 has previewed some of the contents of the two-wheeled weekend, which will feature a wide range of experiences for all tastes and ages. They range from touring tests on asphalt, which will take place in the surrounding area, to track rounds on the international circuit and off-road tests of single and twin-cylinder bikes on a specific track for taxied wheels. Space will also be given to the youngest riders with two proposals: one reserved for the 125 test and one for boys and girls aged 5 to 12.
The new format will also offer the public an articulated entertainment schedule, developed on the successful model of MotoLive, a container that during the November event hosts titled races, shows, stage moments with talent and riders and more.

See them in the fall, try them in the spring

“It is a tribute and a tribute that we want to pay to our audience and the industry of reference on the occasion of a unique milestone in the world, such as that of 110 years of the event’s history. But at the same time,” emphasized Eicma 2024 CEO Paolo Magri, “this event brings to Europe’s most important motorcycle market, and to a particularly suited territory, an attractive and very effective communication tool for manufacturers. A format capable of creating a potentially very virtuous circularity, which complements and reinforces the November exhibition in Milan. This closes a kind of exclusive motorcycle circle: I see them in the fall, I try them in the spring.”
Also striking is the visual of the campaign for the Eicma Riding Fest, again signed by Lorenzo Marini, artist, publicist, co-founder and creative director of the Yes Marini agency in Milan. Characterizing it is the design of the Misano racetrack dwhich becomes the recurring carving of Eicma tire that occupies the center of the poster and announces the spirit of this new event of Eicma 2024 https://www.eicma.it/it/.
Admission to the Eicma Riding Fest will be completely free. So will participation in the tests of the motorcycles that the manufacturers will make available to the public, with the exception of the experience on the international track, which will be chargeable and whose proceeds will go to support charity projects.