Green Pea, the eco-dream in the Lingotto area of Turin opened in 2020 by Oscar Farinetti as a manifesto of an ethical capitalism inspired by the new environmentalist movements, 15 thousand square metres with a swimming pool on the roof, no longer has a shop open and is being converted for use as offices and events. After Fico Eataly World, which in six years had accumulated about 28 million in losses, another experiment decidedly gone wrong for Oscar Farinetti: Green Pea’ s balance sheet was immediately in the red, without ever reaching profitability, a script already seen. Even Eataly, a global brand with prices that were anything but cheap, had lost around EUR 100 million between 2020 and 2022, so much so that new capital had to be brought in and the majority stake sold to Bonomi’s Ivestindustrial….
