FeelRouge Worldwide Shows produced the Florentine edition of the exhibition for Esselunga’s Sixtieth anniversary: the amazing spaces of the Leopolda Station will host the exhibit from March 28th to April 21st.
After the great success obtained in December 2017 in Milan, which counted more than 67,000 visitors, the “SuperMostra” arrives in Tuscany: where in 1961, the brand inaugurated its first store in Florence.
Not a traditional exhibition, but an original project. Esselunga retraced its history, closely linked to the evolution and changes that have crossed the country in the past sixty years. The rooms reveal events of the past, curiosities, behind the scenes. These include never-seen-before documents, such as autograph notes of Bernardo Caprotti, founder of Esselunga.
Elements from Milan’s edition are reintroduced: the zoetrope, the shopping cart installation, the strawberry trone. But the Florentine edition is enriched with some new features from the Tuscan tradition. These include the history of the production of pecorino di Manciano, reproduced in a kaleidoscopic room. Another novelty is the presence of the iconic Esselunga truck, which visitors can pretend to drive.