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With 100 days until the start of the Tour de France, Pitti Immagine lights up the Stazione Leopolda in yellow and launches Be Cycle
Edition 2024
a new original event dedicated to cycling and bike culture, tourism, and lifestyles. Florence, Stazione Leopolda, 26-28 June 2024
From June 26 to 28, in the days leading up to the 111th Tour de France starting from Florence, the Stazione Leopolda will host Be Cycle, a new project organized and curated by Pitti Immagine and Stazione Leopolda srl, in collaboration with the Municipality of Florence and with the scientific contribution of Toscana Promozione Turistica.

Be Cycle will have a preview tonight, March 21, as part of the events scheduled for the 100 days before the Grand Départ, the "great start" planned in Florence on June 29, with the lighting of the Stazione Leopolda in the yellow of the Tour's most prestigious jersey.

Be Cycle will bring together the most important Italian companies in the sector – bicycle, components, and accessories manufacturers – along with their latest projects, stories, and new products. Moreover, during the three days of the event, the most beautiful cycling tourism routes will be presented, curated by a selection of Italian and international tourist promotion agencies, and the Regions crossed by the three Italian stages of the Tour (Tuscany, Emilia-Romagna, and Piedmont). Alongside the exhibition spaces, the event will engage the public with a rich and qualified program of talks and meetings with athletes, sports and entertainment figures, industry entrepreneurs, and presentations on cycling culture and new cycling lifestyles.

The event's agenda and content production will be developed in partnership with Rouleur magazine, a renowned publication with a global reputation in cycling culture.
Be Cycle is a new showcase that introduces an unprecedented format on the international. The bicycle, beyond the vast and exciting world of competitive cycling, is increasingly at the center of our daily lives: as a means of transport, a tool for personal well-being, and a product that captivates us with its technical and aesthetic qualities. It represents industry, culture, and passion. Moreover, there has also been a rise in nature tourism around the bicycle and the most advanced plans for alternative urban mobility. We will delve into all these aspects at Be Cycle, creating an extraordinary visiting experience.

— Agostino Poletto, general manager of Pitti Immagine