I’ve sold to Mr. Farinetti the perfect name to promote Italian Food worlwide and I’ve created the differentiating "memorable experiences" to be offered to customers besides trivial "excellent products”.
These are the main contributions I've done to this great project.
I coined the name eataly at the beginning of the year 2000. I first registered Eataly as a domain name (on February 23, 2000) and later on (from June 2000) as a trademark , by my family company: euweb initiatives s.r.l.
I sold all my rights to the name to Natale Farinetti on February 3, 2004 (public deed repertorio n° 96538 – raccolta n° 11510), because I believed in this project and I trusted Farinetti’s promises.
I also worked on the brand strategy of the new business concept. Applying the concepts and the methodology of Total Brand Experience, I designed the "masters" of such experiences; from which, many of the commercial and communicational initiatives that characterize the identity of Eataly have derived.