In the heart of Italy, where the culinary heritage is as rich as the art and culture, the ambitious FICO Eataly World was born in Bologna in 2017. Touted as the “Disneyland for Foodies,” this sprawling agro-food park aimed to be a celebration of Italian gastronomy, combining education, entertainment, and commerce under one roof. However, the grand vision encountered numerous obstacles, leading to a series of challenges that nearly derailed the project. Today, FICO is on the cusp of a rebirth, a resurrection that reflects lessons learned from its tumultuous journey.
The Origins: A Bold Vision
FICO, an acronym for Fabbrica Italiana Contadina (Italian Farming Factory), was conceived as a place where visitors could explore the journey of food from “field to fork.” The park, sprawling over 10 hectares, was designed to house a mix of open fields, stables, food processing workshops, restaurants, and even a conference center. It was an ambitious project backed by significant investments from various stakeholders, including Eataly, the Municipality of Bologna, and private companies like Whirlpool (Bianchi, Whirlpool Corp).
The goal was to create a hub that showcased the best of Italian food production, offering visitors an immersive experience that combined learning with leisure. With attractions ranging from pasta-making classes to multimedia rides exploring human relationships with nature, FICO was envisioned as a unique draw for tourists and locals alike.
The Struggles: Location, Identity, and Appeal
Despite the grand vision and substantial financial backing, FICO struggled to find its footing. One of the most significant challenges was its location. Situated in an industrial area on the outskirts of Bologna, FICO was far removed from the city’s historic center, making it inconvenient for both locals and tourists. Unlike traditional Italian markets, which are often vibrant, bustling spaces deeply embedded in their communities, FICO felt isolated, surrounded by highways and commercial outlets. For many, the journey to FICO required a dedicated trip—a commitment that proved too much for casual visitors(ITALY Magazine).
This challenge was compounded by a lack of clear identity. Was FICO a theme park? A shopping mall? An educational center? The answer seemed to be all of the above, yet it excelled in none. Visitors often found the experience confusing and disjointed. The park’s vastness only added to the problem, with large areas feeling empty and underutilized. The result was a sterile atmosphere that lacked the warmth and authenticity typically associated with Italian food culture.
Moreover, for Italians, FICO offered little that they couldn’t find at their local markets or restaurants. The idea of paying an entry fee to experience what was readily available at their doorstep was unappealing. The local population, who were expected to be frequent visitors, instead viewed FICO as an artificial and commercialized version of their everyday life. This disconnect significantly hampered the park’s ability to attract a steady stream of visitors(ITALY Magazine).
The Resurrection: A New Beginning
In response to these struggles, FICO closed temporarily in 2023 for a comprehensive rebranding and restructuring effort. The reopening, scheduled for late 2024, will introduce a revamped version of the park, one that aims to address the issues that plagued its earlier iteration.
The new FICO will feature a more focused and immersive experience, with seven themed areas designed to provide a cohesive narrative that celebrates Italian food culture in a more engaging way. The introduction of an entrance fee is part of a broader strategy to enhance the quality of the offerings and ensure that visitors perceive value in their experience.
The park’s governance has also seen changes, with new leadership bringing in fresh perspectives and strategies to revitalize FICO. The goal is to create a destination that is not just a tourist attraction but a hub of learning and enjoyment for those passionate about Italian food and culture(Italian Food).
Looking Forward: Lessons Learned
FICO’s journey is a testament to the challenges of blending commerce with culture, especially in a country where food is so deeply intertwined with daily life. The resurrection of FICO represents an opportunity to correct past mistakes and build a future that honors the original vision while adapting to the realities of its audience.
As FICO prepares to reopen, it faces the daunting task of winning back the trust and interest of both locals and tourists. The lessons learned from its struggles will be crucial in ensuring that this time, FICO can truly become the celebration of Italian food that it was always meant to be. Whether it succeeds in this endeavor remains to be seen, but one thing is certain: FICO’s story is far from over.
Why Rebranding Will Not Save FICO.
Rebranding FICO Eataly World might not be the silver bullet needed to solve its deeper issues. While a new name and marketing could refresh its image, the core problems—poor location, lack of clear identity, and a disconnect with local culture—remain unaddressed. The park’s remote industrial setting continues to pose a challenge, deterring both locals and tourists who have easier access to authentic Italian food experiences nearby. Moreover, superficial changes risk alienating the audience further if the underlying visitor experience doesn’t improve significantly. For FICO to succeed, it needs substantial, meaningful enhancements, not just a new brand.