STORES - October 2010 - (Page 6)

CONSIDER THIS / EDITOR’S PAGE Experience Eataly BY SUSAN REDA t’s all about the experience in retail today. And what an experience Eataly is! A nearly 50,000-sq.-ft. Italian marketplace that opened in late August in the Flatiron district of Manhattan, Eataly blends a super-sized marketplace of all things Italian with seven restaurants, a wine shop, a bakery/patisserie and a gelato shop. There’s even a rooftop beer garden and a culinary school where attendees can learn how to make their own pasta dough or mozzarella. Modeled after the original Eataly in Turin, Italy, NYC’s version is the brainchild of global businessman Oscar Farinetti, iron chef Mario Batali and Batali’s longtime partners Lidia and Joe Bastianich. The idea is to create a one-of-a kind environment that interprets the Italian culture and its passion for food for a sophisticated American shopper. I visited the marketplace on Labor Day weekend, just days after it opened. As an Italian American who loves to cook and eat, I was expecting Disney meets Italy. Instead, I was blown away by the authenticity of the marketplace, the Italian conversations I could make out over the din and the flavors of the truly artisan foods I tasted. The gelato was amazing (I had the pistachio; my husband had fig). I’ve truly never tasted gelato that was this fresh — and I’ve spent my share of Sunday afternoons in Little Italy. There was a station where a gentleman was carving fresh slices of prosciutto. I’m generally not a big fan of this Italian ham, but apparently I’ve never tasted imported, authentic prosciutto. You’d think I’d be too full to sample the various artisan breads — but think again. There were so many varieties, and I delightfully sampled as many as I could. There was an energy about Eataly that was engaging and eclectic and charming all at the same time. I loved being able to explore brands I’d never heard of (70 percent of the items have never been imported to the United States before), to watch fresh pasta being made and to shop. With apologies to supermarkets everywhere, the merchandising of everything from cookies to Arborio rice captured the heart and soul of food. As I walked through the marketplace, I envisioned myself cooking various recipes; I was excited about preparing future meals — not just dumping the same old items in my cart and trying to get out as quickly as possible. Two hours later and with my wallet a bit lighter, my husband and I left Eataly — apparently not a moment too soon, as crowds of people had formed at every entryway to the marketplace, waiting for the chance to get in and experience Eataly for themselves. Looking for merchandising inspiration and a grown-up retail experience? Put Eataly on your list of must-see NYC shops the next time you visit. And don’t forget to try the gelato; you won’t be disappointed. I STORES Magazine STORES Digital Edition STORES Mobile Edition STORES Knowledge Series® STORES Weekly 325 7th St. NW, Suite 1100 Washington, D.C. 20004 202/626-8101 HARRY LISTER Vice President, STORES Media 202/626-8199 FAX: 866/640-8137 E-mail: SUSAN REDA Editor, STORES Media 516/437-1245 FAX: 866/640-8138 E-mail: ELENA CAIOLA Senior Director, Audience Development 202/626-8146 FAX: 866/640-8139 E-mail: SUSAN PATTERSON Senior Director, Business Operations and Development 202/626-8102 FAX: 202/661-3042 E-mail: KRISTINA STEWART Copy Editor/Production Manager 202/661-3047 E-mail: DORIS MASON Circulation Manager 202/626-8172 FAX: 866/640-8140 E-mail: LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Kim Daniele Molly Deise Chris Hodges Dan McClure Tim O’Connell Executive Publishing Inc. 900A Main St., Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 E-mail: For article reprints, including e-prints, please contact our Reprint Coordinator at Wright's Reprints 877-652-5295 or At STORES, we appreciate hearing our readers’ thoughts and comments. Please address your correspondence to, or contact me at (516) 437-1245. 6 STORES / OCTOBER 2010 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES - October 2010

STORES - October 2010
Editor’s Page
President’s Page
Retail People
Customer Experience
Game Changer
Power Players
NRFtech Recap
Concept 2 Watch
Customized Shopping
Consumer Behavior
Software & Analytics
Crowd Control
Payment Fraud
ARTS Update
Point of View
NRF News
Retail Industry Calendar
End Cap

STORES - October 2010