MICAM, the world's leading footwear trade fair, has entrusted MM Company with the creative direction for the years 2020-2024, with accounting by Laureri Associates. MM Company will be in charge of the new visual identity of the fair, art direction and production of the advertising campaign, graphic design of all paper and digital material, dem, social media and exhibit-experience. The creative idea for the next editions is #micamtales, MICAM's fairy tales, a collection of “wearable fairy tales” that will narrate the dreamscape of creativity, reinterpreted in a contemporary key.