Ifema reveals new dates for Momad
Originally scheduled from 3-5 September, the summer edition of Ifema’s fashion and footwear trade show Momad is now set to run two weeks later, from 18-20 September.
Madrid’s trade fair organisation has decided against cancelling the event, emerging as one of the few physical platforms for fashion buyers in September. Other exhibitions, including Pitti Uomo in Florence and Maison&Object in Paris, have postponed their shows due to the uncertainty.
But in light of the ongoing coronavirus pandemic, Momad has had to rethink its setup, announcing a “hybrid format” that will combine a physical showcase with a digital marketplace. The new structure is designed to re-energise the sector following the crisis, organisers said.
“Momad will be held with a fundamental objective: to support the sector at this crucial time. To this end, Momad is moving a step forward,” said Julia González, director of fashion, beauty and lifestyle fairs at Ifema. Under her leadership, the February edition of Momad brought together the fashion and footwear sectors for the first time in its history. Despite this, visitor numbers remained largely the same as in previous seasons.
The Ifema exhibition centre, which was transformed into a field hospital during the peak of the outbreak is preparing to welcome back visitors in September. Technology and safety protocols have been implemented to protect the health and safety of exhibitors, visitors, suppliers and staff.
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