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Italian Train Experience: how to re-evaluate Italian beauties on wagons

Italy transforms train stations into touristic attractions to inform, amuse and entertain travellers

Italian Train Experience: how to re-evaluate Italian beauties on wagons

Claudia Astarita

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A couple of days ago the project Italian Train Experience (ITE) was launched in Piedmont by Studio Nespolo. The main idea underlying this initiative is to use Italian railway network - as one of the most widespread in Europe, to promote the territory, improve brand equity and fidelize the travellers. Among the 2.190 stations, only 120 are part of requalification plans and 500 are located in sites of touristic interest.

For Expo 2015, the project will cover a circuit of 6 stations - namely Turin, Porta Susa, Chiavasso, Santhià, Trecate, Magenta, Rho Fiera Milano - having the official start at Expo 2015, on May 1st.

ITE is devoted to two kinds of travellers, i.e. the business and the leisure ones. For both, the several stops are a waste of time. For this reason, ITE aims at transforming the stop into a station, as a moment of entertainment, information, discovery of the territory and experience of local food & wine.

To do so, the initiative firstly addresses the frustrating wait at the station. Its common spaces, walls, roofs will be converted into a spread art gallery with contemporary works of art and installations to charm, surprise and amuse travellers.

Secondly, the audience will be provided with all the relevant information concerning the specific station (and area) they are entering at that specific moment. Large screens will show video clips and facts about the territory. Notice boards will display the specific sites and apps where people can find more details on local history, attractions, hotels, typical dishes and restaurants.

On this subject, food will be a great protagonist within Made in Italy tradition of Dop, Doc and Docg. Snack bars and restaurants in stations will be equipped with typical food and drinks, according to the season and in collaboration with the producers. Finally, in each station there will be a free wi-fi service and multi-language videogames spaces to entertain the children.

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