The campaign for the 77th EICMA/'Milan' Show (International Bicycle and Motorcycle Exhibition, 5th - 10th November 2019) has been launched with the role of the two-wheel market as a driver of future-facing urban mobility solutions up front and centre, with creative cues recognising the 500th anniversary of the death of Leonardo da Vinci.
Describing EICMA as the stage for 'Revolutionary Motion', the organisers say that the show's theme will "revolve around tomorrow's mobility and the passion for two wheels".
Tuesday November 5th and Wednesday November 6th are theoretically reserved for press and professional/trade attendance.
EICMA says its creative imagery for 2019 "exalts the dynamism of the industry and its capacity to move the frontiers of technological development even further forward". Following on from the 2018 "We can see roads that do not exist yet" strapline, EICMA says that this is the "second stage of a conceptual exploration which, after having conquered new knowledge of the red planet, is back on Earth, in Milan, with one objective: to make the world of two wheels evolve, revolutionising it.
"This is what our exhibitors' investments in innovation and research are all about - moving the two-wheel solution ever forward - and with their help this is what the show can do for the future of the two-wheel industry", says EICMA Chairman Andrea Dell'Orto.
"The centrality of the topic of the evolution and use of technical and astronomic expertise represents, on the 500th anniversary of his death, an opportunity to pay tribute to the legacy of the genius of Leonardo da Vinci and the extraordinary contribution he made to meeting man's desire for movement and, more in general, to knowledge and the progress of humanity.
"The successive editions of EICMA are never unrelated to one another - last year we started out on an ideal path, a sort of journey developed as a solid foundation of communication, which is based on the capacity of our industry to arouse amazement and emotion, and to reinterpret the market and the new need for mobility.
"At the end of every EICMA the world of two wheels is no longer the same - this is the effect of 'Revolutionary Motion', and this year's expo promises to be full of innovations and developments. The road to EICMA 2019 is therefore officially open and with it a new challenge for fans, visitors and professionals of the sector - are you ready to be part of this 'Revolutionary Motion'?"
