TRUE TO ITS COMMITMENT TO CONSTANT INNOVATION, THE VILLAGE, ONE OF THE 11 VILLAGES IN EUROPE AND CHINA BY VALUE RETAIL, IS THE ITALIAN PRECURSOR OF A NEW APPROACH TO RETAIL: A PLACE WHERE HOSPITALITY MAKES THE SHOPPING EXPERIENCE MEMORABLE

Dubai, UAE, December 20, 2016:   Fidenza Village is pioneering innovation with its expansion. One of the 11 Villages created and operated by Value Retail, Fidenza Village, now enlarged, offers an innovative retail concept. with exclusive hospitality at the core of its services.

The expansion and renovation project involved the whole Village, with 3,500 square metres added to the existing 21,000, compromising 20 new spaces for the new boutiques and a new restaurant Villano. In addition, there will be a new lounge, the ‘Concierge’, entirely dedicated to welcoming guests. Fidenza Village is consolidating its reputation as a pioneer in retail, guiding the evolution and innovation of the industry.

Value Retail, already a ground breaker in the development of shopping tourism, has been an affiliate member of the United Nations World Tourism Organization (UNWTO) since 2012 – a first for the retail sector – and is a member of the World Travel & Tourism Council (WTTC). With Fidenza Village, it brings to Italy a new concept inspired by highest levels of service in the hospitality industry.

'The guest is at the centre of everything,” explains Giuseppe Servidori, Business Director,  Value Retail – Fidenza Village, “We want the Villages to become a place where visitors can experience the feeling and the luxury of being the centre of attention. Every day the Village staff dedicates their attention to the guests through the services offered and with the cultural and entertainment activities.”

To achieve its goal, Value Retail has always invested in people. One of its most important partnerships is with the prestigious École Hôtelière de Lausanne. Fidenza Village organizes regular training courses for the staff to maintain their standard of excellence working with the world renowned hospitality school. 

The ‘Concierge’, a lounge in which guests will be able to access dedicated services, and the restyling of the architecture enhance the sense of hospitality and the relaxed atmosphere for which Fidenza Village is known. Guests, too, are welcomed by a redesigned parking area, curated by the Milanese Architect Studio Vudafieri Saverino Partners.

The Village’s renovation underpins the strategy to develop the sense of hospitality and includes all the elements that characterise the experience in the Village: fashion, gastronomy and wine, entertainment and tourism, which together celebrate the rich heritage of the region as a key part of  shopping experience.
The expansion has allowed Fidenza Village to increase the number of boutiques and to add some of the most famous international and Italian luxury brands. Sportswear and lifestyle brands include DSquared2, New Balance, Moleskine (already opened in October) Jil Sander, Nike Factory Store, P.A.R.O.S.H., Liu Jo Uomo, Mandarina Duck, K-Way, Luisa Spagnoli, Pretty Ballerinas Le Silla. 

In addition, the Village food offering, which included the existing restaurants Parmamenù and Barlumeria, characterized by DOC products from Emilia region, now has the new Villano restaurant, the result of a cooperation between Vudafieri Saverino Partners and Piaceri d’Italia. Villano celebrates quality and flavour in a setting inspired by the lively atmosphere associated with Italian town and country markets, where guests can meet and enjoy good company. In short, the restaurant offers its guests a journey through Italian cuisine.  

To enhance the Village experience and add a touch of the “unexpected”, from November 26 a spectacular light show, the ‘Sound of Lights’, will animate an area of the Village. Set to amaze guests, the show is accompanied by a soundtrack produced by Operà Music, composed exclusively for Fidenza Village by Marco de Bonis and performed by violinist, composer and international star Davide Rossi, winner of three Grammy Awards with the song Viva la Vida by Coldplay. His music will be the soundtrack of an evocative virtual dance, inspired by Haute Couture as well as being a tribute to classic theatre and to Italian artisanship. Every evening at 5 pm, 6 pm and 7 pm, the Sound of Lights show will entertain guests until 8 January, illuminating the new ‘Merry Christmas Experience 2016’. The original light show will add to the traditional Christmas celebrations that this year will make the Village boulevards sparkle with light installations, Christmas trees and new elements, including a giant wooden sleigh and ten silver reindeers wearing knitted jumpers made with 924 metres of red, green, blue and white wool.   

“Thanks to the excellent offer of shopping, food, entertainment and hospitality, this new step will represent a further promotion of the region,” concludes Giuseppe Servidori. “The Village will continue in its task of promoting the area (as well as being a symbol of traditional Italian culture), which reflects the offering and values of Fidenza Village.”