Scarica l`allegato

RETAIL & FOOD
Nella sede dello storico teatro Smeraldo martedì 18 marzo h a aperto EATALY, q u a s i i n
contemporanea l'insegna h a aperto n e l nuovo b u i l d i n g B r i a n & B a r r y i n S a n Babila
EATALY investe s u Milano
Può piacere o s u s c i t a r e p o l e m i c h e m a
E a t a l y r a p p r e s e n t a u n a case h i s t o r y d i
eccellenza, i n u n a delle eccellenze i t a l i a ne i l "food" e n o n poteva m a n c a r e a M i l a no, dove i l cibo è u n o d e i t e m i i m p o r t a n t i d i Expo. L a d a t a d e l l ' i n a u g u r a z i o n e è
legata a l l a s t o r i a d i M i l a n o , i l 18 m a r z o
i n occasione d e l 166° a n n i v e r s a r i o delle
C i n q u e G i o r n a t e . La l o c a t i o n è u n o d e i
s i m b o l i della c u l t u r a milanese i l t e a t r o
S m e r a l d o i n Piazza X X V A p r i l e . I l legame con l a c u l t u r a del teatro resta anche
n e l l a n u o v a destinazione, E a t a l y Smer a l d o , i n f a t t i , è dedicato a l l a m u s i c a e
ospiterà c o n c e r t i ed iniziative g r a t u i t e
per i clienti.
74 El
Lo s p a z i o
La l o c a t i o n d i o l t r e 5.000 m q . s i s v i l u p p a
s u 3 livelli s u d d i v i s i t r a v e n d i t a , r i s t o r a zione e d i d a t t i c a . E a t a l y S m e r a l d o m a n tiene i l s u o classico f o r m a t : m a n g i a r e ,
c o m p r a r e e i m p a r a r e , 15 l u o g h i d i r i s t o razione t e m a t i c i e i n f o r m a l i c o n i r e l a t i v i
banconi per l a vendita: Salumi, Formaggi, C a r n e , Pesce, V e r d u r e , F r i t t o , Pasta,
Pizza e Rosticceria e 5 l u o g h i d e d i c a t i a l l a
produzione artigianale a vista, la pasta
fresca d i M i c h e l i s , l a p a n e t t e r i a c o n i l
suo f o r n o a legna, l a p a s t i c c e r i a "Golosi"
di Salute" d i Luca Montersino, i l panino
'Ino d i A l e s s a n d r o Frassica e l a p i a d i n e ria dei Fratelli Maioli e anche "Miracolo
a M i l a n o " , u n vero e p r o p r i o l a b o r a t o r i o
caseario d e n t r o lo S m e r a l d o , che t u t t i i
g i o r n i p r o d u c e l a mozzarella
fiordilatte.
Per i l caffè, E a t a l y S m e r a l d o h a scelto
Lavazza che p r e s e n t a i l concetto " T i e r r a "
al p i a n o t e r r a , m e n t r e a l secondo p i a n o avrà posto i l Caffè V e r g n a n o . E a t a l y
si p r e s e n t a come spazio m u l t i f u n z i o n a l e
c o n L i b r e r i a Coop, u n r e p a r t o dedicato
ai c a s a l i n g h i c o n t u t t i g l i accessori p e r
la c u c i n a e l'area p e r l a c u r a d e l corpo.
Al secondo p i a n o s i t r o v a n o d u e aule d i d a t t i c h e disegnate d a A r c l i n e a e V a l c u c i n e .
Q u i , d a maggio p a r t i r a n n o c o r s i d i e d u cazione a l i m e n t a r e p e r a d u l t i e d a settembre per i b a m b i n i , corsi d i cucina e
di Francesca Zorzetto
a l t a p a s t i c c e r i a . I l C e n t r o Congressi è
n e l l ' u l t i m o livello, c o n u n o spazio m o d u l a r e e d i v i s i b i l e i n d u e sale d a 7 0
persone, attrezzate e dotate d i o g n i t i p o
d i servizio tecnico. Per l a n u o v a sede
E a t a l y h a scelto aziende che r a p p r e s e n t a n o u n ' a l t r a eccellenza d i M i l a n o e dell'It a l i a oltre a i p r o g e t t i d i A r c l i n e a e V a l c u cine, i l R i s t o r a n t e Alice è stato affidato
alle s t o r i c h e aziende d i design Riva 1920
e K n o l l . Le sedie d i E a t a l y Smeraldo sono
K a r t e l l , gli a r r e d i d i Costa G r o u p d i La
Spezia e d i L i s s o n i d i Lissone e l a l u c e d i
i G u z z i n i . Negli stessi g i o r n i i n a u g u r a v a a
SanBabila il B r i a n & Barry building , di
c u i E a t a l y è u n o dei p a r t n e r p r i n c i p a l i ,
c o n 2 p i a n i d e d i c a t i a l food e l a presenza
d e l l a caffetteria a l p i a n o t e r r a e d i n u o v o
al p i a n o -0 , che nello store è dedicato a
Design&Home.
Le prossime aperture
Per i p r o s s i m i 2 a n n i i l p r o g r a m m a d i
s v i l u p p o prevede a n c o r a 6 E a t a l y p e r
completare
l'Italia:
Piacenza,
Forlì,
V e r o n a , Trieste, R o m a 2 e L ' A u t o g r i l l d i
Secchia Ovest. A l t r i 3 nelle A m e r i c h e :
Los Angeles, S a n Paolo e W a s h i n g t o n .
3 i n E u r o p a : L o n d r a , Parigi e M o n a c o d i
Baviera. 1 i n R u s s i a a Mosca e a n c o r a
3 n u o v e a p e r t u r a i n Giappone.
I p u n t i d i forza
O l t r e all'idea d i E a t a l y i n sé, E a t a l y Smer a l d o l a creazione d i u n o spazio d a vivere
d i v e r s a m e n t e n e i v a r i m o m e n t i della giorn a t a per c o n i u g a r e u n " b i s o g n o " i l cibo a
più desideri: i m p a r a r e , fare, convivialità,
m u s i c a e c u l t u r a . Per c h i s i o c c u p a a t u t t i
i livelli d i v i s u a l m e r c h a n d i s i n g u n o spazio d a vedere e vivere i n p a r t i c o l a r e per l a
chiarezza del lay o u t , i d i s p l a y e l'utilizzo
f a n t a s t i c o del m a t e r i a l e P.o.p e i n generale della c o m u n i c a z i o n e i n store.
75
EATALY
INVESTS
IN
MILAN
On the historic Emerald
Theatre,
ned Eataly, almost simultaneously
opening in San Babila.
Tuesday, March 18, opethe new
Brian&Barry
It could be amazing or may arouse controversy,
but Eataly
represents a case history of excellence
in one of the Italian
delicacies,
the "food" and could not be missed in Milan, where food is one of
the important themes of Expo. The inauguration
date is strictly
anniconnected
with the history of Milan: March 18, the 166th
versary of Cinque Giornate. The location is one of the symbols of
the Milanese
culture the "Smeraldo
Theatre",
near Piazza XXV
Aprile. The connection
with culture of the theater is also in the
new destination,
Eataly Emerald,
dedicated
to the music and
will host concerts and free events for clients.
The area
The location covers an area of over 5,000 sqm, on three
storeys
divided into sale, restoration,
and didactic. Eataly Emerald
keeps its usual format: to eat, to purchase
and to learn, on 15 restoration thematic places or informally with their benches:
Meats,
Cheese, Meat, Fish, Vegetables,
Fried, Pasta, Pizza and Rotis¬
serie and 5 places dedicated
craft production
in view, fresh pasta Michelis, the bakery with its wood-burning
oven, the pastry
"Gourmet Health" by Luca Montersino,
the sandwich
Ino Alexander Frassica
and Piadineria
Brothers
Maioli and also
"Miracle
in Milan", a veritable cheese laboratory
in Emerald,
which
every day produces
mozzarella.
For coffee, Eataly Emerald
choses
Lavazza
and introduces
the concept of "Tierra" on the
ground
floor, while the second floor will place the'Caffè
Vergnano.
Eataly is presented
as a multifunctional
space with Coop
Library, a department
dedicated
to home with all the accessories
for
the kitchen and the area for the wellness.
On the second
floor
there are two classrooms
designed by Arclinea and
Valcucine.
Here, you will start from nutrition education
courses for adults
and for children from September,
cooking classes and fine
pastry. The Convention
Center is on the top level, with a modular
space divided into two rooms by 70 people, equipped with all kinds
of technical service. For the new home Eataly has chosen
companies that represent high brands in Milan and in Italy, in addition
to projects
of Arclinea and Valcucine,
the Restaurant
Alice has
been given to the historical design companies
and Riva 1920 and
Knoll. The chairs of Emerald
Eataly by Kartell, the
furnishing
systems
by Costa Group, La Spezia and Lissoni of Lissone and
the lighting system by iGuzzini. In the same days, in San Babila, Milan, the inauguration
for the Brian&Barry
Building,
which
Eataly is the major partner. It covers 2 floors dedicated
to food
and a coffee room on the ground floor and back to the floor -0,
that is dedicated to store
Design&Home.
Next
openings
Next two years, the development
program
provides
6 Eataly
yet to complete Italy: Piacenza and Forlì, Verona, Trieste,
Rome
2 and L Autogrill in Secchia Ovest. No. three others in the AmeSào Paulo and Washington.
No. three in
ricas: Los Angeles,
Europe: London, Paris and Monaco of Bavaria.
One in
Russia,
in Moscow, in addition to three new openings in Japan.
Strengths
In addition to the themes of Eataly, Eataly Emerald
creates a
space to live otherwise
during the day able to combine the "eating pleasure"
with the aim to learn, to do, to live social,
with
music and culture. For those involved in visual
merchandising,
the space offers experiences,
as for the clarity of the layout,
the displays
and use of P.O.P. materials,
moreover the in store
communication.
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