In the industrial setting of Ex Ansaldo - BASE, Milan, the first business and consumer tradeshow, is due to debut in June 2018, during White Man & Woman. The new format was launched on 14 January – during Milano Moda Uomo.

A teaser event animated Ex Ansaldo – BASE, where Massimiliano Bizzi, founder of White; Paolo Ruffato, founder of Probeat Agency and Walter D’Aprile, co-founder and CEO of nss magazine and nss factory, introduced the concept of White Street Market. The introduction was then followed by a music event which gathered over 2,000 people. The latter was curated by Club To Club, the music and entertainment authority.

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