The Tour de France is coming and Florence is colored yellow: in the streets, in the fireworks display for the patron saint San Giovanni and even at the table. Above all, a few days after the “Grand Depart” of the 111th Tour, the Tuscan capital is about to host another important first time: Today is the time for BECYCLE, the innovative Pitti Immagine event dedicated to the bicycle lifestyleuntil June 28th at Leopolda Station in Florence: in a unique city, a few steps from the beating heart of the most important stage race in the world, and with the announced visit, on the opening day of Wednesday, of the Director of the Grande Boucle Christian Prudhomme.
BECYCLE marks Pitti Immagine’s entry into the world of cycling, with a meeting between history and innovation, design and sustainability: a pedal festival that brings together the symbolic brands of the Italian cycling industry, the names of technical clothing with a sustainable approach, the top footwear, the excellence of cycle tourism, the greats champions and their stories. BECYCLE was created to bring the different universes of cycling into close contact and relationship: competitiveness and the production context, discovery and sustainable mobility.
As is the tradition and vocation of every Pitti Immagine exhibition event, the fascinating setting of the Stazione Leopolda – a historic railway station now converted into an event space with a unique and exclusive charm – will enhance the spaces thanks to a carefully curated set-up by architect Alessandro Moradei, who, collaborating with Pitti Immagine, created a structure capable of evoking an elegant and distinctive atmosphere.
The area dedicated to exhibitors will be embellished iconic brands of the Italian cycling industry, such as Colnago, De Rosa and Campagnolo; national excellences such as Passoni, 3T and Pard; technical clothing brands of the caliber of Q36.5 and Nalini and leading footwear companies such as Northwave and Sidiwithout forgetting authentic international leaders such as Cervelo and Assos.
The best of Italian cycling destinations and experiences, and beyond, are preparing to shine in the destinations area, starting with the regions that host the “Grand Depart” of the Tour de France. There is Tuscany, an Eden of cycle tourism at a national and international level between road, mountain bike and gravel, with its cities of art, its islands and its rolling hills, its territorial strategies. And with its Eroica, which will also display a precious original shirt by Gino Bartali. But there are also Emilia Romagna and Piedmont Langhe-Monferrato-Roero, where the Tour will stop after the “Go!” from Florence on Saturday 29 June. Also showcased are Basilicata, Veneto, Valtellina, Varese, the international suggestions of Gran Canaria and the stories of Ediciclo Editore.
BECYCLE will not, of course, be just a glittering showcase (here is the list of exhibitors). In fact, over the three days of the event, the two stages of the Leopolda Station will host a rich and interesting program of talks, from cycling as an extreme sporting expression to sustainable mobility, from product design to technology, up to stories of travel and cycle tourism destinations . Among the most anticipated names are those of champions such as Vincenzo Nibali, Paolo Bettini, the Italian coach Daniele Bennati (one month before the Olympics), the ultracyclist Omar Di Felice – with its adventures without borders – and then those of builders, nutritionists, sports managers and VIPs known for their great passion for two wheels.
The program of talks on the stage dedicated to tourism and destinations is also extensive and current, with international experts called to discuss the best practices of cycle tourism, the evolution of concepts such as smart cities, the bike economy, sustainable mobility, without forget emerging trends such as gravel and wine tourism.
Among the protagonists of the first day, in particular, they are expected on stage Maurizio Fondriest, Mauro Gianetti, Alex Carera, Cristano De Rosa, Fabio Aru, Iris Slappendel, Francesco Pancani, Domenico Pozzovivo, Michil Costa and many others (here is the full program of talks).
