Pitti Immagine launches the Be Cycle show on the world of bicycles

By

Dominique Muret

Published
Mar 23, 2024

After fashion and textiles with Pitti Uomo, Pitti Bimbo and Pitti Filati, perfumes with Fragranze, gastronomy with Taste, books with Testo and dance with Danza in Fiera, Pitti Immagine is launching the new 'Be Cycle' show, dedicated to "the world of bicycles, cycling tourism and new lifestyles on wheels."

The idea is to capitalise on the craze for environmentally-friendly two-wheeled vehicles, both in terms of urban mobility and tourism development.

The first edition will be held from June 26 to 28 at the Stazione Leopolda in Florence, bringing together "the most important Italian companies in the sector - manufacturers of bikes, components and accessories - with their latest projects, their stories and their novelties," said the organisers of the Florentine trade fairs, in a press release.

During the event, the organisers will also be presenting "the most beautiful cycle tourism itineraries, chosen by a selection of Italian and foreign tourism promotion bodies and by the regions that will be crossed by the three Italian stages of the Tour (Tuscany, Emilia-Romagna and Piedmont)."

The project is being promoted by Pitti Immagine and Stazione Leopolda srl, in collaboration with Florence City Council and with the scientific contribution of Toscana Promozione Turistica. It also includes conferences and meetings with athletes, sports and entertainment celebrities and entrepreneurs from the sector. This programme and other content will be produced in collaboration with the prestigious English magazine Rouleur.