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LOVE TO RIDE
events

LOVE TO RIDE Rinascente welcomes back the event that celebrates your passion for bikes, in partnership with EICMA and moto.it.

From 6 to 11 November, all roads lead to Rinascente. Following the last two successful editions, the off-site event dedicated to true bikers returns; an event which fires up engines and imaginations alike in the heart of Milan while the Fiera exhibition centre in Rho hosts EICMA, the International Show of Bikes and Motorcycles.

Once again, this year’s event partners are EICMA and Moto.it, two vital points of reference for enthusiasts and professionals in the field. Since 1914, EICMA has been the top international trade fair of bikes and motorbikes, visited by hundreds of thousands of people every year. Moto.it is the leading online publication dedicated to two-wheelers, the main source of industry news in Italy and Europe, and a leading player in the market of buying and selling new and used motorcycles.

 

WINDOWS

So, get ready to enter the Garage of Dreams, a true mecca for all motorcyclists and an incredible setting created by moto.it in 6 of the 8 Rinascente windows displays looking out over Piazza Duomo. Each window display is given a different twist by set designer Tony Pignatelli to provide the perfect backdrop for top models from BMW, Energica, Piaggio, Quadro Vehicles and Vemar Helmets, all brand partners of Love to Ride.

The same brands featured in the window displays also appear inside the store on the different floors, and they have chosen Rinascente to act as a complementary venue to EICMA to present their latest models that are destined to become legendary. 

The two other window displays are dedicated to EICMA and the incredible “container of thrills” that it stands for.

Meanwhile, moto.it opens its lounge on the first floor of the annex. This is a genuine, temporary newsroom, where the general public can enjoy talks and interviews with racing bikers, experts, youtubers, influencers and stars from the world of motorcycling. 

Rinascente therefore takes to the track to offer customers and visitors an experience that extends beyond simple shopping, delving into a passion that attracts an increasingly wider public.

So, get ready to climb on that bike for 6 whole days of intense excitement.
 


 

PRESENTATIONS AND PREVIEWS

PRESENTATIONS AND PREVIEWS

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EVENTS IN THE MOTO.IT LOUNGE ANNEX, FIRST FLOOR

EVENTS IN THE MOTO.IT LOUNGE ANNEX, FIRST FLOOR

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