The "Barilla Center" shopping center is located on the first production site of the Barilla family of 1910. This area underwent significant redevelopment between 2001 and 2003 with a planning project conceived by the renowned Italian architect Renzo Piano.

The proposed regeneration strategy tends towards a radical change in the user's perception of the place through widespread architectural redevelopment interventions, including general renovation, to give a new image to the entire complex and select timely and strategic transformations. The goal was to redefine the current dynamics, both commercial and "experientially."

A new architectural recognition allows to raise user awareness towards the center, renew the visitor's experience, enrich it with new activities, and promote the visitor to return.