Legacy of the 2015 World Expo in Milan, FICO Eataly World is the Italian theme park dedicated to food.
FICO covers about 15 hectares, divided into 7 thematic areas, sensorial worlds dedicated to the great Italian excellences in the field of food & beverage, divided by spectacular sets and enriched with food-themed games and rides.
In the briefing phase, it was very clear from the very beginning that the park was not just about eating, or buying food, or learning a few notions about it: FICO Eataly World had the clear objective to make its guests experience food.
And experiencing food means learning where it comes from, who makes it and how. What the company asked us was to help explain, in simple and fun ways, all the processes leading to the creation of the food products by all the companies in the park, from raw materials to their customers’ tables.
We produced the custom CGI content that, through video projection, animates the shop windows of the park’s booths, giving life to the work of the 13 factories displaying their food-making processes in the park: the park’s guests get to observe how these companies work and understand exactly how the Italian food excellences that are famous all over the world are made.
The final result of the work done by Red Raion largely reflects the idea we initially had for FICO. In some cases, in my opinion, it has even improved compared to our expectations!
Red Raion was very good at understanding the needs of FICO firstly, but also, above all, of the various operators and companies. The factories and operators working inside the factory were enthusiastic!
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