During the press conference of July 5, Mipel officially launched a new campaign for its 114th edition. The memory, galvanized by sensorial perceptions, is the big protagonist of this project. The Pavilion 10 of Rho-Fiera will became a huge Memories Box where memories, stimulated by the senses, will lead the public to discover hidden sensation and forgotten places.
The new set-up will guide visitors through four different itineraries related to smell, hearing, sight and taste. They will live unusual sensorial experiences and look at accessories with new eyes. Smell will be the protagonist of an evocative Gallery that winds along the entrances of the Fair, that will evoke emotions and reminiscences. The Juke Box Bar is the hearing’s realm. An oasis where visitors can relax, enjoy good music and share their impressions about new trends. In the Glammy Boulevard special optical effects will stimulate visitors by changing their perception of the surrounding environment. A space dedicated to Taste will be present inside the new Scenario area. Venchi chocolate will be a source of new experiences for the palate.