Milan, Italy will host a new event, Plug-Mi, Oktober 5-6, 2019 to entertain street culture and sneaker fans.
Plug-Mi will take place for the first time at Milan’s trade show pole, Fieramilanocity, at Viale Scarampo 2, Pavilion 4. It is the first event dedicated to urban culture experience aimed at street style aficionados, professionals and lovers. It will host workshops, talk shows and live performances of tattooing, skateboarding and basketball, just to name a few.
We asked Marco Moretti, president and founder, Fandango Club, the organizer of the project together with Micam, the Italian footwear trade show, and Fieramilano, the Milan trade show organization, about the new attraction. Their main partner this season is AW Lab, an international chain of sports apparel and footwear stores.
How was the project conceived?
Plug-Mi was born from an idea by Fandango Club. We were inspired by a study by NPD Group’s research that estimates that by 2022 the global market of sneakers will reach over US$115 billion in sales and a report by Barometro Sarenza that explains that Italy is the European country where people buy the highest average number of sneakers. In 2017 Italy sold almost 30 million sneaker pairs for over €1.2 billion. So we started Plug-Mi, a new event that speaks to young generations.
Who’s the event’s audience?
Its target is fluid, multiform and transgenerational. It will be dedicated to urban culture fans aiming to live a 360° street culture true live experience. Artists, influencers, designers and especially rappers will be involved in workshops, talks and live shows. Surrounding each event will be leading brands’ newest and most exclusive products.
What brands are involved?
They will be more than 35. The main partner of the event is AW Lab. Its Style Cube hub will host live music performance and events meant to involve consumers. Among brands participating there are Nike, Adidas, Puma, Dolly Noire, Levi’s and Nove25.
What are Plug-Mi’s aims?
We consider Plug-Mi as a brand, a sort of container that can be updated and kept alive thanks to different new initiatives. It could also originate an apparel line or a capsule collection, though also as a new medium able to help generate a community of aficionados.