Please note: this is a 'hybrid' event, presented online via Zoom. Mr. Farinetti will present live via Zoom to our audience in the AUR Auditorium, but this event can also be accessed from the comfort of your own home.
At the foot of this page, you will find two ways to register for this event
1) Access via Zoom only (not attending in person)
2) A registration form to attend the event in the auditorium of The American University of Rome where you can join the student, faculty, and guest audience in greeting Mr. Farinetti as he Zooms in.
Synopsis: The secret of Eataly’s success in the States, according to Farinetti, is twofold: exporting truthful Italian biodiverse products and selling the experience that goes with it. In his talk as part of the American Culture festival organized by the American Studies Center in Rome, Farinetti will expand on the food ideology that makes Eataly the most creative and innovative Italian marketplace in the world.
In November 2002, the Eataly concept was born from Oscar Farinetti’s idea sketched on a piece of paper.
The idea was simple: to gather under one roof high-quality food at sustainable and reasonable prices for ALL, celebrate Italian biodiversity, and create an informal, natural, and simple place to eat, shop, and learn.
As a result, Eataly stands for “Eating Italian,” which encompasses the history and the food culture of Italy, the ease of preparing its dishes, and the many qualities that Italy has to offer.
After five years of research and hard work, the first Eataly opened its doors in Torino on January 27, 2007, when an old vermouth factory was transformed into Eataly Torino Lingotto – the very first multifunctional marketplace dedicated to Italian excellence in the world.
And the rest is history. Since then, Eataly has expanded, with more than 40 sites in 17 countries.
“Eataly’s success is linked to our philosophy, because people can eat, shop and learn, all about high-quality food, three activities that don’t coexist anywhere else. Moreover, our informal style of communication shows how direct and approachable we are, just the way people like.”
- Oscar Farinetti
About the Festival della Cultura Americana (FCA)
The FCA is an annual event dedicated to the study and promotion of American culture in Italy and Italian culture in the States. It is designed to stimulate a debate on the relationship between the United States and Italy that goes beyond shallow and stereotypical representations while also shedding light onto past and present relations between the two countries and Europe in terms of history, literature, cinema, art, music, politics and society, to foster a high-level but accessible circulation of ideas.
The first edition of the festival, scheduled to take place in Rome from September 21 to 23, 2022, will focus on “Italians in the United States”, their stories, and their contributions to American society and culture in the past and in the present, but also how Italians and everything Italian is perceived in the States. You can find out more on the Centro Studi Americani's website.