The event preceding the Grand Depart of the Grande Boucle from Florence brought a wave of style and originality, paving the way for a new narrative cycling brands and destinations
As the 2024 Tour de France warms up for the start from Florence, BECYCLE’s curtain falls, looking forward to 2025, after three intense days at Stazione Leopolda. While there will be time for assessments, from June 26 to 28, Pitti Immagine’s event has disclosed to cycling a new horizon, a fresh language to describe changes and evolution. If the bicycle is now capable of driving significant economics, and has become the focus of elaborate tourism strategies, an event like
BECYCLE becomes key to channel it’s clear that an event like this will become indispensable for channeling the different vibes of cycling - leisure, sports, and adventure - into something unique.
“Our mission is to interpretate tastes and trends,” explained Raffaello Napoleone, CEO of Pitti Immagine, “and this experience shows that we were onto something when focusing on the bike. The one we have started to shape is a refined and complex format, but the potential is there. That’s an exciting challenge, this is just the beginning.”
BECYCLE has found a way to display the business behind two wheels. It will never be a mere trade show: it targets a select but significant audience. Pitti’s project just needs time to spread its wings:
BECYCLE is a leap forward, requiring vision and perseverance.
“In the short time available to set up this first edition, coinciding with the historic start of the Tour de France from Florence, we are proud of the relationships and initiatives we have created, but we are already thinking forward,” explained Agostino Poletto, General Manager of Pitti Immagine. “From here, we’ll go over every detail to refine our format with an analytical approach, find the right spot on the calendar, and further expand its content.”
This means more opportunities for meetings, deeper insights, and more personalities, to generate ideas and opportunities for brands and regions. BECYCLE has the ambition of becoming a “mustattend” within the cycling community, and the early feedback trends in the right direction.
“BECYCLE is the perfect format to display the Colnago brand within the cycling world,” said Colnago Marketing Manager Manolo Bertocchi. “We think this ‘number zero’ edition was excellent, and we look forward to seeing how it’s going to evolve in the coming years.”
Among many great names in the final day, Vincenzo Nibali stood out as one of the most prominent. The last Italian winner to date of the Tour de France, recounting his victory from ten years ago, made a strong statement towards the approach that BECYCLE is bringing into the world of cycling. “I think fashion and cycling have a close interaction in today’s world. Apparel, colors, and details are more and more important, and sports have become a key vehicle for fashion,” commented Vincenzo.
It’s no coincidence that the creative genius of Sir Paul Smith, a designer with a fond love for cycling, put the icing on the cake. “Movement is the great thing about BECYCLE, the moving images, the projections. Other events are often too static. Cycling is chic, fashionable, and that’s exactly what I have seen here,” the English stylist said.
BECYCLE becomes key to channel it’s clear that an event like this will become indispensable for channeling the different vibes of cycling - leisure, sports, and adventure - into something unique.
“Our mission is to interpretate tastes and trends,” explained Raffaello Napoleone, CEO of Pitti Immagine, “and this experience shows that we were onto something when focusing on the bike. The one we have started to shape is a refined and complex format, but the potential is there. That’s an exciting challenge, this is just the beginning.”
BECYCLE has found a way to display the business behind two wheels. It will never be a mere trade show: it targets a select but significant audience. Pitti’s project just needs time to spread its wings:
BECYCLE is a leap forward, requiring vision and perseverance.
“In the short time available to set up this first edition, coinciding with the historic start of the Tour de France from Florence, we are proud of the relationships and initiatives we have created, but we are already thinking forward,” explained Agostino Poletto, General Manager of Pitti Immagine. “From here, we’ll go over every detail to refine our format with an analytical approach, find the right spot on the calendar, and further expand its content.”
This means more opportunities for meetings, deeper insights, and more personalities, to generate ideas and opportunities for brands and regions. BECYCLE has the ambition of becoming a “mustattend” within the cycling community, and the early feedback trends in the right direction.
“BECYCLE is the perfect format to display the Colnago brand within the cycling world,” said Colnago Marketing Manager Manolo Bertocchi. “We think this ‘number zero’ edition was excellent, and we look forward to seeing how it’s going to evolve in the coming years.”
Among many great names in the final day, Vincenzo Nibali stood out as one of the most prominent. The last Italian winner to date of the Tour de France, recounting his victory from ten years ago, made a strong statement towards the approach that BECYCLE is bringing into the world of cycling. “I think fashion and cycling have a close interaction in today’s world. Apparel, colors, and details are more and more important, and sports have become a key vehicle for fashion,” commented Vincenzo.
It’s no coincidence that the creative genius of Sir Paul Smith, a designer with a fond love for cycling, put the icing on the cake. “Movement is the great thing about BECYCLE, the moving images, the projections. Other events are often too static. Cycling is chic, fashionable, and that’s exactly what I have seen here,” the English stylist said.
