(map) 
While the concept of mall here is entirely foreign, it appears that Romans have quite taken to it, albeit in their way. EUROMA2 is Rome’s enormous new shopping mall which, with its 240 stores, is apparently the largest mall in Europe.
The interior of the Mall is quite lovely: a glass domed atrium, wall to wall decorative marble floors and marble obelisks reaching from the 1st level to the 3rd. What is truly interesting, however, is how the Romans use the mall and “live” it.
On any rainy, late Sunday afternoon at EUROMA2, you will find yourself surrounded by young families with babies in strollers, small children chasing one another, grandmas and grandpas, people with their dogs, families sitting at tables enjoying gelato or snacks.
The atmosphere here tends to be charged with a wonderful celebratory feeling, as hundreds of people seemed happy just to be there with their family and their friends, whether or not they had made a purchase. Basically, these Romans are using the mall in exactly the same way as they would a neighborhood piazza in town!
- Contributed by Janet Reider, photographer, IN reader, whose incredible work is visible at www.janetreider.com
“While the concept of mall here is entirely foreign,…”
I’ve always considered Le Gallerie in Naples and Milan to be the first malls, or at least the prototypes for malls.
In regard to the Italian Notebook about Italian Mall!
Perhaps you are not aware that Rome probably had the “first” mall.
In Milan there is a very high end very beautiful Mall called the Galleria…located next to the Piazza of the Duomo.
Just a notice that many people read your coments.
Thanks,
S. Fedeli
So where IS this new mall located?
Where is this located?
I had noticed exactly the same phenomenon!
This is why we wanted to live in Italy when we did. Before this kind of thing happened. While this is a beautiful mall and very convenient for the shoppers. It is the beginning of the end for the Mom & Pop family run shops that make centro what it is.
We agree with Bob and do all we can to respect and treasure local places to shop and eat and visit. It’s not probable that you could form a relationship with a salesperson in one of these enormous malls, one who would look out for you and save you the best local items for the next time you visit…which we hope would be often. We do all we can to use local artisans and tell our friends about them, so please do the same when you visit. Thanks.
Since I leave for Rome in 10 days, I echo Carol’s question. Where is the mall located? Thanks!
One of the joys we expect to receive during a 6 month visit in a few years is to form relationships with the local shop keepers; the butcher, produce person, baker etc. We will plan on visiting the mall if we miss the US but will enjoy our stay in a small town!
Viale dell’Oceano Pacifico, 83
00144 Roma – Eur, Italy
Another vote for “where is it?”
Appreciate the article, but for those of us who go to Rome and want to ‘check it out’….the article is missing something?
Hopefully, ItalianNotebook.com and the author will read these posts & reply with the location.
Surely the concept of a Mall virtually originated in Italy in the form of the Gallerie: Milanese, Torinese have been shopping in Mall-style for a very long time indeed.
Oh, this makes me sad. Yes, it looks beautiful. But there is nothing in the world like the wonderful tradition of passeggiata through centro storico. I hope the Romans don’t lose that!!!!!!!
Viva Italia!
I’ve always made it a point to frequent only small stores in Italy (and in the States)… I’m sorry but the large high-end malls tend to leave me with a sense of social loss. What do I mean? Well, at a large place one goes in, finds what is needed, makes the purchase, then is immediately out the door, the transaction done with a minimum of social contact meaning no light conversing about family, joys, frustrations, light gossip, the very things that makes a chore into a joy… Also at the mom and pop grocery stores is where one finds a treasure chest of recipes from both Mom and Pop.
I would appreciate if you could advise where in Rome we can find EUROMA2 please.
The location is:
Via Cristoforo Colombo / corner of the Pacific Ocean Avenue 26 exit the GRA.
An ‘active free shuttle bus service from 10 to 22 with stops at Piazzale Agriculture, Metro EUR Palasport, P.le Palalottomatica Nervi.
Hours: Monday 12-22 From Tuesday to Sunday 10-22
You can also zoom in the map directly South of Rome near the GRA. The mall has a navy blue place marker.
Stunning photography!!!
Sad to see a mall established in Rome. These monster facilities will drain the financial life from the individual shops and stores IN Rome as well as from the surrounding areas. The merchandize offered in these malls by large international corporations will be the same commercial products as can be obtained anywhere! As malls spread throughout the country, there will be a loss of income for families who have operated the wonderful small shops for generations. There will be shop windows boarded and sadness in rural areas because the residents will not shop locally as often but will travel to ‘the mall’ to make their purchases. This has happened in many areas of America when the Mall shops develop. I see this sad situation in our own town and in the towns surrounding a large local mall. We who travel to Italy will miss the handshake, the personal smile and the gracious efforts of the shopkeepers of small stores when they help us with our attempts to speak basic Italian as we stumble over the words, trying to show our admiration for their culture.
Happy that we will be going to Italy in 2011 because as malls spread, the touch of Italy will be harder to find. Who approved of this? And what was destroyed to insert this sword into the heart of Rome?
Nice piece and great photography on a controversial cultural phenomenon. Maybe the two can co-exist, mom and pop and Mr. Mall, but doubt it….Of course, the oldest has got to be Trajan’s markets! So, apart from the splendid historical ‘gallerie’ like the A. Sordi in Rome, the large malls in Rome are on the outskirts. ‘Porta di Roma’ and ‘Roma 3′ are older (and larger, I think) and there are others: on the way to Naples and out near Soratte. And then there are ‘da Vinci’ (very California, strip mall-ish) and Parco Leonardo, both on the way to Fiumicio airport. However, I’ve heard that the largest-largest is outside of Florence near Campi Bisenzio. Ahime’, what a monument to be known for…
Last summer I walked to this mall while I waited for a friend who went on a job interview. I walked from to the mall from Eur Palasport Metro Stop, and it took forever! It’s ironic that it’s almost impossible to reach the mall on foot. I asked a gas station attendant how to get in, and he said to me, “You’re American, where’s your car?” He seemed surprised that I would even try to walk to it but told me how to reach it. I had to walk into the car park and go in that way, although I did find a pedestrian entrance that looked more like a courtyard for people to go outside and smoke.
I was just surprised at how difficult it was to walk to the mall, but the mall in enormous, and it’s easy to get lost in it. I dislike malls, even in the US, but the good thing was there they had lots of furniture all over the place, so I just sat down, read, and enjoyed the a/c.
The malls are coming also to the less populated areas. A large one has opened near Teramo in Abruzo.