Autogrill presents “Il Mercato del Duomo“, the temple of taste in the heart of Milan.
The Group leads in Piazza Duomo the excellence of the territory with a covered market of local producers selected in collaboration with the University of Gastronomic Sciences (UNISG).
Through the architectural project curated by Michele de Lucchi, Il Mercato del Duomo revitalizes the cultural and artistic proposal of Galleria Vittorio Emanuele.
The President of the Company, Gilberto Benetton, and the CEO, Gianmario Tondato From Ruos, presented the project during the press conference, which was held at the Sala Alessi of Palazzo Marino, there were present the mayor of Milan, Giuliano Pisapia, the President of UNISG, Carlo Petrini, Michele De Lucchi and chef Niko Romito.
The new flagship store of the Group, which will open to the public April 30th, involved a total investment of 13.5 million euros. “Milan is becoming more and more a city with a great ability to attract investments in high quality projects. Il Mercato del Duomo is the proof – said Giuliano Pisapia. Innovation and tradition come together in an offer that will enhance the taste for beauty and the taste is good and healthy. In the heart of Milan will be possible to know the excellence of the products of our territory, in a path that is the food chain. This project has the ambitious goal of transforming a space, while maintaining the historical chracteristics, and alinating it with the themes of Expo, with the needs of a clientele which is more careful about what they eat.”
They want to trasform Milan in the main laboratry of innovation ans experimentation of the Group, they beliveve in the potential of this city, of its territory and of their company. Gilberto Benetton said “With Il Mercato del Duomo project we go back to the roots of our history to look at future, a future of innovation and excellence. ”
The University of Gastronomic Sciences provides support and contribution of knowledge, products, stories and reality of excellence, for a project like Autogrill Duomo Store, where it’s necessary working on food quality, environmental sustainability and the close relationship between producer and consumer.
Il Mercato del Duomo is vertically over 4 floors, with a total area of 5,000 square meters, of which 3,000 are open to the public, reflecting the progressive stages of processing the raw material and the different experiences of consumption: from food in its most simple and natural character to the product processed into recipes, from “ready to eat” to a more slow experience.
This project represents the renaissance of Galleria Vittorio Emanuele and an event for the brand that works to reach a new image. The reorganization does not betray the soul of this place, but updates it.
The news, in addition to the traditional Bar Motta, the Terrace Aperol, the Bistrot Milano Duomo and two proposals for haute cuisine, the lab-restaurant and a Wine Bar , will be the market with the cardinal point of new culinary concept able to bring together, under one roof, the producer, who selects, processors and consumers of the food.
What is still a mistery is the price level of these products, who are going to be the clients?
If the only competitor is identified in Eatly, the main question is: WHY SHOULD I PREFER THIS MARKET?
Waiting April 30th.