The Fiorfood project in Galleria San Federico in Turin takes position in stating that “the building heritage of our cities is the cultural asset available to those who undertake new business models of economic and social innovation: wonderful places, authoritative settings awaiting our ability to reclaim the city, ‘our best shared production’” (Ricky Burdett).

Turin is a city of arcades and galleries. Over the past few decades the main street arcades have undergone numerous restorations, becoming very relevant social areas. At the same time, however, the galleries have slowly become abandoned spaces. Among them is the historic Galleria San Federico, a beautiful thirties building in an eclectic style in the heart of the city that had long been an important place of commerce and leisure for the city, a prestigious container of luxury shops, representative offices, elegant bars and restaurants. Here the offices of La Stampa were located and, during the Second World War, a beautiful photo was taken of when, at the Italy’s declaration of entry into the war, the whole city concentrated to listen the press releases coming from the newsroom.
It also hosted the beautiful Lux cinema and was the Juventus’ headquarter from 1965 to 1985.
Over the years it was later neglected, to the point that for a period there were held tango schools at the evening.
Juventus, in the 2009, on the occasion of the construction of the new Juventus Stadium, decided to create an exhibition space in the gallery with the model of the new architecture. In short, it was a truly significant place for Turinese people and, absurdly, totally abandoned.