Micam, the Milan-based footwear trade show, confirmed that it will hold a physical edition from Sept.19 to 21. The physical edition of Micam scheduled from March 21 to 23 was canceled because of the resurgence of the Covid-19 pandemic. The trade show had to hold a virtual event from March 8 to May 8 called Micam Milano Digital Show, which attracted more than 90 brands and over 5,000 international buyers.
In May, Siro Badon, the chairman of Micam and of the Italian footwear association Assocalzaturifici, said that he was “cautiously optimistic” about holding a physical edition in September.
But on June 25, he dropped any reservations by stating “we can finally get started again in our traditional form.” He added that the association’s members “need to meet with buyers in person again and re-establish their relationships.”
He noted, however, that “synergies between the physical and virtual events will be reinforced. The Covid emergency and the resulting travel restrictions have taught us the importance of speeding up digitalization to reach and fulfil the needs of people who are unable to attend the event in person.”
Thus, the organizers will continue to hold the Micam Milano Digital Show platform along with the physical event from Sept. 15 to Nov. 15, allowing brands to schedule visits and meetings with buyers before, during and after the trade fair.
The September edition will repropose Micam X, the trade show’s innovation hub. It will also include the fourth edition of the Emerging Designers project, an event area focusing on 12 international footwear designers selected through an innovative concept; the Micam Start-up Boot Camp, a concept focusing on the “best and most innovative” start-ups in the footwear industry, and Italian Artisan Heroes, a new area promoted by Assocalzaturifici focusing on Italian private label production.