MiRò Comunicazione at EICMA 2025: between new mobility and future scenarios

This year, MiRò’s presence at the trade show had a particular focus: the agency supported Royal Enfield in the launch of Flying Flea, the new brand dedicated to urban electric mobility. We worked alongside the client’s press office with operational and consultancy activities aimed at one objective: taking the Flying Flea narrative beyond the boundaries of traditional motorcycle press.

Flying Flea: a lightweight, sophisticated and authentic vision

Flying Flea by Royal Enfield operates at the intersection between technology and lifestyle, pushing beyond conventional expectations to create a distinctive space in two-wheel mobility. This is not simply a new electric model, but a Royal Enfield brand, created for a new segment of consumers looking for products dedicated to a “City+” environment.

This new galaxy in the Royal Enfield universe includes vehicles designed for those who want to live light: clean and silent, agile and accessible, fun to ride, equipped with connected technology and authentically designed with retro-futuristic design.

The team of over 200 engineers developed a new dedicated technology center, designing and building all key components in-house: motor, battery, battery management system (BMS) and software. An innovation evidenced by the 28 patents already filed.

Our objective

As MiRò, we intervened to reach extra-sector media covering lifestyle, tech, design, sustainability and urban mobility. For us, Flying Flea is not just about vehicles: it’s a project that fits fully into conversations about how to live the city in a more connected and sustainable way.

The key moment of Flying Flea’s participation at Eicma was the press conference on November 4, during which the new electric models and the brand’s strategic vision were officially presented to the international press.

Networking, scouting and strategic relationships

Beyond the commitment to this important launch, EICMA represents a fundamental networking and scouting moment for the entire MiRò team. The trade show is the ideal place to intercept emerging trends, meet media and professionals and build new strategic partnerships.

In this context, our GM & Co-Founder Michele Losito closely followed various activities related to the world of motorcycle clothing and accessories: an important opportunity to consolidate key relationships, including the historic decade-long relationship with 2Ride Group.

Because relationships are the essence of our work.