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Three weeks after the opening and having turned off the spotlights on the “première” of the Future Food District, the much-awaited pavilion that Coop, with the consultancy of Carlo Ratti of MIT, has dedicated to future retailing technologies, the 2,500 square metre area on three levels is increasingly acting as a veritable store.
It attracts, due to its technological equipment and attractive layout, students and passers-by, who then often stop to buy, for example, the ingredients to make a sandwich, perhaps with Cinta Senese salami to feel a bit gourmet without spending a fortune. But it is also used, ensure those who work there, to do the shopping at the end of their shift by Expo workers or by foreign tourists to send Italian Style presents back home, thanks to the DHL counter. A do-it-yourself, low cost gourmet area (but there are others, in the less blazoned halls and among the street food, you only need to look) right in the middle of the big event of the Milan World Expo.
Everything is digital, from the price to product information. The products are those of the Coop but not only, there are various partners with their corner, from Barilla to Ferrari. Then there is a section dedicated to the food of the future, from pasta printed in 3D to insects and new packaging for fresh produce. But there is also the recipe book that is built starting from the ingredients. All with a view to technology and customisation of the culinary experience.
Many suggestions and ideas, some already present in certain retailers, especially abroad, others more futuristic.
Among the first there are holograms used for promotional purposes.