Milan, 9-12 November 2017 – The impressive Piaggio Group stand, developed to re-create the same architecture as the Motoplex flagship stores around the world, was one of the key attractions at the EICMA 2017 tradeshow.
On the 1,650 sq. m. stand, hi-tech services, music and entertainment accompanied the launch of important new products for the Group brands (Piaggio, Vespa, Aprilia, Moto Guzzi, Scarabeo, Derbi, Gilera), offering the many visitors a fascinating experience. Below is a round-up of the main events.
Friday, 10 November, from 6 p.m. to 9.30 p.m., the Piaggio space came alive with sound and light and the music of DJ Wax Life for a highly entertaining evening. On Saturday 11 and Sunday 12, two unmissable events for sports fans, with the presence of Lorenzo Savadori, the Aprilia rider in the world SBK championship, who met his followers to talk about the 2017 season and receive their best wishes for a great 2018.
The Aprilia space on the stand was the stage for one of the Group’s most intriguing new hi-tech products: the Dagri Smart Helmet, a helmet at the cutting edge of technology which, thanks to the agreement with Realmore, has brought augmented reality to the Aprilia Racing pits for the first time in the MotoGP championship. The helmet – which made its debut at the San Marino and Rimini Riviera Grand Prix in September 2017 – displays holographic content to help engineers and mechanics as they prepare the racing bikes. You can read the article about the helmet here: wide.piaggiogroup.com/en/articles/innovation/aprilia-racing-leans-on-augmented-reality/index.html.
All sold out at the Temporary Barber Shop created by Proraso, where bikers were offered a free top-quality shave. The shop was located in the centre of the Moto Guzzi customisation area showing the very latest versions of the V7 III with numerous V7s featuring original Moto Guzzi accessories, as well as bikes developed by leading customizers, including the V7 developed by South Garage for Proraso.
Respect for the environment was important on the Piaggio Group, where paper waste was eliminated: visitors were able to download all the brochures of the scooter and motorcycles ranges – and also register with the THE CLAN (theclan.motoguzzi.com) community for true Guzzi believers and the #BEARACER CLUB (bearacerclub.aprilia.com) for Aprilia devotees – using the QR codes placed near each vehicle and the tablets available on the stand totems.
IN MILAN, OUTSIDE THE EICMA EXHIBITION: VESPA YACHT & VESPA 946 (RED) AT THE RINASCENTE STORE, MOTO GUZZI AT EAST EICMA MOTORCYCLE.
The activities organised by the Piaggio Group in Milan for EICMA 2017 also took place outside the exhibition. The Vespa was the star at the La Rinascente store in central Piazza Duomo, with the new GTS Yacht Club exhibited in one of the store’s main windows, while the 946 (RED) was on display on a special stand on the fourth floor.
Moto Guzzi was also present on the East EICMA Motorcycle exhibition space organised in the East Market (in the design area on Via Ventura, in Lambrate), dedicated to vintage and customised bikes, with a corner shop and a display of the latest V7 III and V9 models and a number of specials that took part in the second edition of the TV talent show “Lord of The Bikes”, broadcast on Sky Uno HD. The special motorcycles included two magnificent creations by Filippo Barbacane: one based on a Moto Guzzi 850 T3, called Corax; the second based on a Moto Guzzi Bellagio, called Terramoto. Barbacane was also the designer of the MG Griso Anima Nera shown on his own stand. Other bikes at the East Market included the Calibro 9, based on the MG V9 Roamer, one of the protagonists of “Lord of the Bikes” 2017.
SEE THE OTHER WIDE ARTICLES ON EICMA 2017, WITH PHOTOS AND VIDEOS.
THE PIAGGIO GROUP INTRODUCES THE VESPA ELETTRICA AND ALL THE 2018 SCOOTER AND MOTORCYCLES NOVELTIES:
wide.piaggiogroup.com/en/articles/corporate
PREVIEW 2018 – MAIN PIAGGIO GROUP SCOOTER NOVELTIES:
wide.piaggiogroup.com/en/articles/products/preview-2018-main-piaggio-group-scooter-novelties/index.html
PREVIEW 2018 – MAIN PIAGGIO GROUP MOTORCYCLES NOVELTIES:
wide.piaggiogroup.com/en/articles/products/preview-2018-main-piaggio-group-motorcycles-novelties/index.html