Introduction: The starting point of this project
Currently it is a taken truth that retail, and shopping centers in particular, need to provide experience in order to be relevant to consumers. Food courts are an essential part of this experience formatting the reality of modern retail and as a fragment of consumers' lives.
At a first glance, it seems a simple challenge but it is a much harder, dynamic and complex objective to achieve.
But let's start from the beginning…
In the past shopping centers1) were all about shopping and convenience. One of the first malls to appear in the world, Galleria Vittorio Emanuele II, was conceived as a group of buildings forming a complex of shops representing retailers, with interconnected walkways enabling visitors to walk from store to store. Main attributes revolved around a few key ideas: complete offer / variety, long opening hours, sheltered environment, guaranteed parking, accessibility and safety.