The multipurpose culinary centre in Parma creates projects for corporate groups, which make up 70% of its client base
 
Academia, a 2,700 sqm space for meetings, conferences, incentives, team building activities and gala dinners, is located in Parma’s historic heart in the Barilla Center, a large complex designed by architect Renzo Piano on the site of a former factory belonging to Italy’s leading food company, Barilla.
As well as the Academia, the complex includes the city’s only 5-star hotel, the 800-seater Paganini Auditorium, a multiplex cinema and a shopping centre.
“70% of our work is for the meeting and incentive sector, as we both organise culinary activities and trips across Italy as a DMC, and hire out our spaces for events”, says Lucien Ducrey, head of sales & marketing services at Academia Barilla.
“Since we opened, we have hosted corporate groups from Switzerland, the UK, Spain, France, Germany, the Netherlands and Russia, as well as the US, Japan, New Zealand and Australia. Our largest clients include Nokia, Vodafone, Pepsi, Davines and Pirelli”.
The numerous activities it organises includes the Gastronomic Olympics, consisting of practical cooking experiences in the culinary laboratories, where participants wearing aprons emblazoned with their company logo test their skills in various competitions to prepare dishes to be served for dinner or lunch.
“We also boast the Gastronomic Library with its 8,200 historic volumes, which is the largest themed library in Europe. With movable walls and bookshelves, it can be turned into a restaurant, a conference room or an original location for cocktails or receptions”. Academia Barilla also organises catering services, and prepared dishes on the prestigious occasion of the 2007 Verdi Festival for Parma’s Regio Theatre.
February 2008 |
|
|
