MV AGUSTA IN THE HEART OF MILAN

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Iconic Milanese department store Rinascente will display an MV Agusta Brutale 1000 Serie Oro in the shopwindow of its landmark outlet in Piazza Duomo, as part of the “Love to Ride” initiative in connection with EICMA

Varese, November 7, 2019 – It will have its own shopwindow, facing the Duomo, all set up in a comics-themed display: MV Agusta’s Brutale 1000 Serie Oro will be part of the “Love To Ride” initiative, now in its fourth edition, along with other prestigious brand names on the motorcycling scene, in connection with EICMA, the world’s most important motorcycling show, opening today until November 10.


“Love to Ride”, among the most awaited off-EICMA events, is curated by Moto.it for Rinascente, Milan’s historic and most iconic department store, in collaboration with Milan’s School of Comics. This year’s theme was inspired by Ibsen’s epic tales. In the strip produced by the talented artists of the school as a giant backdrop, the bike is seen as the real treasure in the gold-filled King of the Mountain’s vaults.  Recently launched, MV Agusta’s 212 hp Brutale 1000 Serie Oro with top speeds of over 300 km/h was acclaimed by public and critics alike. The instant-legend model is also on display at MV Agusta’s booth in EICMA.


Timur Sardarov, CEO of MV Agusta, said: “MV Agusta is glad to be part of this initiative by Rinascente, in collaboration with EICMA and Moto.it. It reaffirms our brand’s stature, with our iconic bike displayed in a unique, prestigious location in front of the Duomo, an all-Italian symbol of craftsmanship, beauty and human genius.”


Many exciting novelties are in store for motorcycling enthusiasts at the MV Agusta’s booth (I48 – Pav. 22) in EICMA. Among the new models on display, Rush 1000, the world’s fastest naked and Superveloce 800 Serie Oro which production has just started and with first deliveries early in 2020, in addition to the much awaited “Rosso” Range, the entry-level range with a 100% MV Agusta DNA but accessible to an audience of younger riders. 

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