“Nova Coop is ready for the challenge, which also has a financial aspect that is embedded in this initiative: to take care of a place so full of history and meaning, and bring it back to life thanks to an innovative concept store”.
Ernesto Dalle Rive, president of Nova Coop, chose these words to account for the debut of Coop Fiorfood in the delightful Galleria San Federico in Turin. The aim of this Italian retailer is to promote a new shop concept that goes beyond the traditional grocery store where one usually shops.
The facility covers 1,300 square meters that comprises caffe’ Fiorfiore, il Bistrot, and il Ristorante, all owned by la Credenza; additionally, Fiorshop, a two-story shop selling more than 2,500 premium products, the wine department with the latest “wine dispensers” that allow you to pour wine directly from the bottle into your glass, and Coop Libraries. The second floor hosts “Spazio Lux” where exclusive events will be held. Ernesto Dalle Rive confirms that the idea is not that of opening “a supermarket based on models that are already known and frequented every day, but to open the first of a series of shops, placed in the middle of the big cities of our region, which innovate the relationship between consumer and consumption. The shop in the Galleria San Federico will be somewhat unique. We called the shop Fiorfood as we intend to make clear there is a link between the shop and Fiorfiore Coop products and we also intend to communicate the concept of high-quality catering services and food and wine excellence accessible to all”.
Will Fiorfood succeed in being Eataly’s new competitor? “This innovation needs to be clear starting with the name: the chosen store sign is “Fiorfood”, to make clear that there is a connection with the Fiorfiore Coop product line, and to communicate in a concise way the concept of high-quality catering services and excellence of food and wine products which is accessible to all”.
