Oliva e Marino – The pop-up store of Pavesi, Barilla.
It sometimes happens to find something new just around the corner. Just think about Bottega di Oliva e Marino, Pavesi pop-up store that opened in Riccione on June 28. At first glance, it seemed interesting to me for both its stylish design and brilliant business marketing strategy.
Everything revolves around “aperitivo”, the happy hour.
A very successful Italian format that is currently being copied everywhere else abroad. But how did Pavesi pop-up store by Barilla impact Riccione? Tourists certainly enjoy it because of its highly competitive promotional prices, but the managers of nearby restaurants and bathing establishments are far from being happy.
In fact, the pop-up store is situated just in front of two beach bars and next to a highly popular restaurant. But there is more. It is located just in the heart of one of the most convenient paying car parks of the sea front, the best place for tourists to leave their car without worrying.
Was local government good at promoting equality? What would have happened if the same proposal had been presented by an ordinary citizen rather than by Barilla? Would the proposal have been welcomed?
I don’t think so.