It arrives together with the Tour de France and at its historic first departure from Italy, the project made reality by Pitti Immagine, the engine of cultural and trendy events on an international level. Florence couldn’t miss the opportunity to celebrate two wheels on such a prestigious occasion BECYCLE was born with the intention of giving the bicycle, in such an important moment, a central role in changing our lifestyles.
BECYCLE, an event that will be staged at the Stazione Leopolda in Florence from 26 to 28 Junein fact, marks a clear turning point in the narration of the bicycle to a now very transversal audience, including passionate enthusiasts and new users, men and women of every generation.
The presentation of the new format is scheduled for Tuesday 18 June, at 11:00 in Milan, at the headquarters of the Kiton maison (Via Pontaccio, 21) in the Brera district. The President of Pitti Immagine Antonio De Matteis, the CEO Raffaello Napoleone and the General Director Agostino Poletto will illustrate the strategies and objectives of the new initiative, a surprising appetizer of the Tour de France which will then start on Saturday 29 June.
“The Tour de France offers this new project a formidable driving force – explains Agostino Poletto – but our plans look beyond and aim to make it an annual event, with its own increasingly defined and particular identity. The bicycle is a precious object that deserves an adequate stage to enhance every aspect, its elegance as well as its technology. At the same time, the story is fundamental, through contributions and comparisons which will be brought to life by the many characters who are responding to our invitation.”
BECYCLE is not satisfied with being an exhibition event, and this different approach will be perceptible from the moment you arrive at his home, a historic train station now converted into an event space with a unique and exclusive charm. The signature of Pitti Immagine will already be perceptible in the design of the spaces, capable of transmitting emotions: a different interpretation that a dozen leading companies have already welcomed positively, starting with two big names like Colnago and De Rosa.
Careful to preserve the format from the suggestion of large numbers, BECYCLE will also make the territories protagonists within its design spaces who have chosen the bicycle as a guiding theme to increasingly develop sustainable and active tourism. The Italian and international destinations that have joined will also bring their contribution to the rich program of talks, in which tourism and bike economy experts, cycling executives, journalists and opinion leaders, as well as acclaimed champions such as Vincenzo Nibali and Maurizio Fondriest, will participate. In three days, there will be endless stories of victories, industry, discovery and innovation that will take place on the two stages.
The Tour de France 2024, edition 111, will start on Saturday 29 June with the first stage starting from Florence and ending in Rimini.
