Micam in Wonderland

Carried by Alice's intoxicating universe, the #micamtales run the first edition of 2020 of the Milanese fair

When Charles Lutwidge Dodgson, under his pseudonym Lewis Carroll, gave life to the most curious girl in Western children literature, he certainly would not have imagined that, more than a century and a half later, his work would inspire the theme of the most famous footwear show in the world. Traditionally driven by creativity, geniality and an unquestionable ability to reproduce improbable thematic scenarios, Micam, the most important international exhibition of the footwear industry, is about to transform the shoe universe into a habitat full of fantasy, giving life to Adventures of Alice in Wonderland.

The conception and direction are signed by the MM Company and the idea is that different fairy tales run through the next editions of the show: the #micamtales intend to portray the fantastic creative cosmos through their collections, all of them revisited in contemporary times. The first classic story of 2020, in the 89th edition, which takes place from February 16th to 19th in Milan, will be Micam in Wonderland: a surreal transposition of Carroll's iconic work whose the backdrop is images captured by photographer Fabrizio Scarpa and directed by Daniele Scarpa.


A series of short stories in video that present the irony as a mood will be transmitted over the 60 thousand square meters of the show and tend to attract the audience, making the experience even more immersive. If in the last edition, when the fair celebrated its 50th anniversary, Micam was able to masterfully incorporate the paradise freely inspired by the Divine Comedy, it seems that the opening of the works of this edition promises to live up to one of the maxims of the adventures of Alice: "the only way to reach the impossible is to believe that it is possible."

Players district

Confirmed market trend and growing demand from buyers, the sports segment will once again have its place in the sun: the area dedicated to sport is back in the 89th edition of Micam. Players Distric enters the scene in its second version to provide to the world an incredible variety of sports shoes amid outdoor activities in an exclusive space. In the first nine months of 2019, Italian families spent 750 million euros on sneakers, accounting for 15.4 million sold pairs.

Jornal Exclusivo at the fair

As in the previous edition, in September 2019, Jornal Exclusivo will be present at the next Micam, in February. The communication vehicle is the only one of Brazil that will be present at the Italian footwear exhibition, invited by the organization of the event, bringing a multiplatform coverage to the print edition, website and social networks.


Micam, which in its last edition celebrated 50 years of the fair, includes 1400 exhibitors, 750 ofwhich are Italian and the other 650 are international.

The exhibition covers 60 thousand square meters of fair, where it embraces 30 different countries and 90 thousand visitors a year.


What: 89th Micam

When: February 16th to 19th

Where: Fiera Milano Rho, Milan, Italy

Visitors in the last edition: 43,076

Official website: www.themicam.com