MICAM Fabbrica in città

MILAN

A pop-up building in the center of the town to promote the shoe’s production process during the Micam Shoevent Fair

A temporary exhibition event, into the Micam’s fair events, through a pop-up building of 500 squares meters, open to public. The concept (architecture, interior and graphics integrated) designs a joint of two macro shoe boxes, placed in Cadorna square, near the castle, to represent a real shoes factory. People discover an emotional and sensorial journey testing the process of the shoe chain. Starting with reflexology, passing to the measurement of the foot, the interior space is organized in a path to many sectors as the artistic and technical design department, digital signage, production, assembly, till to the sale department: a celebration of the artisan know-how , made in Italy, with the contemporary technologies.










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