Cyberspace Reloaded: our EICMA 2024 was a success
One of the most thrilling times of the year has finally returned: EICMA!
The most important international fair dedicated to the world of two wheels concluded with over half a million attendees, and we are thrilled to have welcomed you to the Midland booth.
If you visited our booth last year, you are among the faithful who have already journeyed with us into cyberspace, obviously aboard the Light Cycle, first traveling back to the '80s (who could forget the legendary 1982 Tron?) and then catapulting into a future that today, thanks to technology, is already here.
At EICMA 2024, Cyberspace Reloaded took place, i.e., chapter 2 of our saga, where history, speed, passion, and technology merge. At the center is always the Light Cycle of Kevin Flynn, a symbol of technological innovation, the future, and design. An object that in the '80s dared to imagine a future world characterized by virtual reality.
Thinking about it today, it's incredible how what seemed unreachable in the '80s has become our present.
It is also for this reason that the TRON saga, starting from the 1982 movie, to "Tron: Legacy" in 2010, and finally "Tron: Ares" coming in 2025, has always been revolutionary because it anticipates the future we are heading towards, where technology is predominant in human life.
Starting from this idea of a future that synergistically molds with technology, at Midland, we imagine your motorcycle journeys of tomorrow, because it all starts from this: making every journey you take an experience to remember.
Midland Cyberspace Reloaded
What happened in Midland Cyberspace during EICMA? A journey into the future with many news awaiting motorcyclists for 2025, but also a dive into the past!
The News of 2025
In Tron, the aim of the game was to win the moto labyrinth race with the Light Cycle; for us, however, the aim of the game is to make technological innovation accessible and usable by everyone.
At EICMA, we brought our latest generation intercoms, which allow all motorcyclists to communicate easily and with superior audio quality both with the passenger and with friends they travel with, without obstacles.
Getting hands-on with the R1 MESH or the Rush RCF allows you to have a preview of how your next motorcycle trips can be and the simplicity with which you will manage communications with MESH technology.
When talking about the future, the concept of technology cannot be separated from that of safety. That's why an essential product for every biker is the Bike Guardian Pro dash cam that records potential accidents, but it can also transform into a 2K action cam.
In addition to the dashcam, one of the news we introduced at EICMA is BikePlay Guardian, an innovative product that allows you to use your smartphone without distractions while driving. It consists of a waterproof and capacitive screen (so it can be used with gloves) that allows you to duplicate your smartphone's screen through the "mirroring" function. With voice commands, you access the functionalities you need, without taking your eyes off the road and your hands off the handlebars. It also features a dual front and rear camera with QFHD resolution that allows monitoring of the surrounding environment, even when visibility is limited. BikePlay Guardian is compatible with both Apple and Android.
Another great piece of news for 2025 is the intercom, which was developed in collaboration with LS2, one of the leading brands in the world for helmets. It is a revolutionary intercom because it uses artificial intelligence for noise cancellation (noise cancelling). When traveling by motorcycle, the noise of the wind or the engine itself are factors that disturb the conversation: with LS2 Spectrum instead, and thanks to the integration with AI, you always have clear and smooth communications and superior audio!
The intercom is perfectly integrated into LS2 helmets and allows communication up to 4 motorcyclists within a radius of 1 km. It also has excellent battery life: up to 20 hours of use.
Digital VS Real
It's the infinite dilemma that also afflicts our Kevin Flynn, engaged in real life in reclaiming the software he created and was stolen from, which instead form a parallel digital universe, and to do so he allies with the virtual alter-ego Tron.
In reality, the Tron saga teaches us precisely that digital and real enhance each other. We have always believed in technological innovation, but not without the human factor. In the Cyberspace of Midland at EICMA, our experts were available to everyone for questions or personalized consultations, especially on which products are most suitable based on individual needs.
There is No Future Without the Past
The Cyberspace of Midland is not only composed of the most innovative products but also of stories or rather, your stories.
Every Midland product, whether it be intercoms, CB, or walkie-talkies, is tied to experiences lived by those who have used them. Some stories have their roots decades ago, in the '80s, while others are more recent, but all together create the Midland Stories: the real map of your memories, encounters, and stories lived precisely thanks to Midland products.
At EICMA, we collected your stories with exclusive mini-interviews, but it doesn't stop here because you can share your story with us at any time!
As every year, we must thank the numerous visitors who stopped by our booth and took part in Midland Cyberspace. This allows us to end the fair with many stimuli for the future, as commented by Dora, head of marketing at Midland Europe: "EICMA is always a beautiful moment for our company: a thousand news to present, many attractions to prepare, customers from all over the world... we always have great expectations and I must say that every year we surpass ourselves because we manage to meet them all. It will be due to the entrepreneurship of our Italian company, the passion for our work, to the magic of our team, but I must say that we always come out victorious with a thousand stimuli for the following year."
