STUDYCASE – IL CENTRO, MILANO
Iper la Grande has been transformed into an innovative Market Place where fresh products of the hypermarket are brought into the mall in permanent kiosks where guests can experience live cooking shows, consume in situ or carry away freshly made meals. The Market Place climbs with a ramp from the ground floor to a large restaurants’ court on the first floor, resembling the ramp of the Guggenheim Museum in New York, except in this case food and taste are the arts on display.
Where today there is the biggest shopping area of Italy, once there was a factory of legendary cars. The old circuit of Alfa Romeo has been converted in a brand-new testing and safe driving track managed by ACI VALLELUNGA: 1,500 sq. m of track where visitors can set free their speed desire, learn the importance of safety with safe driving courses and attend events and exhibitions about motors.