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Before the Tour de France, Florence Stages BECYCLE's Debut

Published June 12, 2024

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The new event organized by Pitti Immagine (June 26-28, just before the Tour de France's start from Italy) outlines the future of cycling, blending design and sustainable tourism, and involving experts, companies, and prominent figures from the cycling world and industry. The official presentation of the new format, will take place in Milan

On the occasion of the historical Tour de France start from Florence, Italy, a new event focused on cycling industry, culture and lifestyle is brought to life by Pitti Immagine, a leading organizer of international cultural and trendsetting happenings. Taking place from June 26 to 28 at the historical Leopolda Station in Florence, BECYCLE marks a significant turning point in the narrative of cycling to a diverse audience, ranging from passionate enthusiasts to newcomers, men and women of all ages.

The new format will be officially presented on Tuesday, June 18, at 11:00 AM (CET) in Milan, at the Kiton maison headquarters (Via Pontaccio, 21) in the Brera district. Pitti Immagine's President Antonio De Matteis, CEO Raffaello Napoleone, and Managing Director Agostino Poletto will outline the strategies and goals of this new initiative, offering a charming prelude to the Tour de France start, set for Saturday, June 29.

"The Tour de France offers a unique launchpad for this new project," Agostino Poletto explained. "But our plans extend well beyond this conjuncture, as we aim to make this a yearly event with a clear and defined identity. Bicycles are something precious, and deserve a proper context to be highlighted from every angle, from elegance to design and technology. At the same time, cycling stories are going to take the center stage, thanks to the many figures who are joining our panel hour after hour."

BECYCLE has the ambition of being more than just an exhibition event, and this will be clear from the very moment the visitor step into its location: a historic railway station now converted into an event space with ab exclusive charm. Pitti Immagine's signature will be clear in the design of the spaces, crafted to inspire emotions. This overall different perspective has already been shared by several leading brands who will show up in Florence, including renowned Italian bike brands Colnago and De Rosa.

BECYCLE is conceived to be a showcase for premium realities, from brands to tourist destinations that have committed to cycling as a means for sustainable and active tourism. A selected field of Italian and international destination will join the event, both in the expo area and contributed to intense program of talks on two separate stages, featuring tourism and bike economy experts, cycling personalities, journalists, opinion leaders, and of course cycling greats such as Vincenzo Nibali and Maurizio Fondriest. Over three days, the visitors will get to listen and enjoy endless stories of victories, industry, discovery, and innovation.

The 111th edition of the Tour de France 2024 will kick off on Saturday, June 29, with the first stage starting in Florence and ending in Rimini.

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