Designing Engaging Retail Destinations: Grand Tour Italia and Its Food Park Concept

McMillanDoolittle is proud to present the 20th edition of Retail Innovations, our annual exploration of the most compelling themes and standout concepts shaping global retail.

For our first #ThemeThursday, we focus on “Engaging Destinations”, highlighting the latest innovation from Eataly founder Oscar Farinetti, Grand Tour Italia—a food park concept in Bologna, Italy.

Download your copy of Retail Innovations 20 to explore all 49 concepts across 13 countries driving retail forward.

Grand Tour Italia Blends Shopping, Storytelling, Education, and Entertainment

Imagine Eataly—on a grander scale. Grand Tour Italia is a journey through Italy’s 20 regions. Each area within the park represents a different region, complete with its own restaurant, mini-store, and cultural exhibits. Grand Tour Italia is a 30-min drive from the city center of Bologna, and the location spans over 500,000 square feet.

Before Grand Tour Italia, the space was home to FICO Eataly World, launched in 2017. Spanning over 1 million square feet, FICO showcased the entire food production chain, from farm to fork. While it attracted millions of visitors in its early years, sustaining engagement and profitability proved challenging, leading to its closure in February 2024.

Opened in September 2024, Grand Tour Italia builds on key learnings from FICO, reimagining the concept with a more focused, accessible, and engaging approach: eliminating admission fees, offering bus services from downtown Bologna, and incorporating rotating menus and interactive activities to drive sustained consumer interest.

Photo Credit: Retail Innovations

How Grand Tour Italia Creates an “Engaging Destination”

• Dynamic Regional Showcase. Each regional zone features rotating restaurants, with menus changing every two months, keeping the experience fresh.
  

  Photo Credit: Retail Innovations

• Comprehensive Cultural Hub. Visitors can take cooking classes, browse a curated gastronomy bookshop, explore art exhibits, enjoy family-friendly attractions, or race at Europe’s largest covered electric go-kart track.
  

  Photo Credit: Retail Innovations

• Sustainability and Innovation. The park prioritizes organic sourcing, local agriculture, and transparency in food production. A 1,000-seat conference center also supports business and cultural events, diversifying revenue streams.
  

  Photo Credit: Retail Innovations

Exclusive Interview with Oscar Farinetti

Kiki Lab’s Fabrizio from the Ebeltoft Group sits down with Eataly and Grand Tour Italia Oscar Farinetti as he shares his philosophy, insights, and advice for fellow retailers. We invite you to tune in here. 

Key takeaways from Farinetti’s interview:

• Integrate experiences: Blend shopping, education, and entertainment to create unique, immersive environments
• Prioritize storytelling: Use analog and digital methods to communicate the history, quality, and value of your products
• Leverage abundance: Showcase premium products in accessible ways to attract a wider audience
• Celebrate diversity: Highlight cultural and regional uniqueness to engage and inspire customers
• Embrace ethical AI: Use AI to enhance storytelling, simplify operations, and create meaningful customer experiences
• Stay dynamic: Regularly evaluate and adapt your offerings to keep the experience fresh and relevant

To explore how similar experiential concepts could work for your brand, contact us today.