Opening 2025
The Mercato Coperto
The “Mercato Coperto” of Perugia, built in 1931-1932 by Giovanni Buitoni, was relocated from Piazza Matteotti to free up the city center.
It was one of the first reinforced concrete buildings in Italy and underwent modifications over time, losing its original identity. Between 2015 and 2021, significant redevelopment works restored the first and second floors, and new structures replaced temporary ones on the terrace level.
Despite the desertion of commercial activities, the terrace remains a beloved panoramic spot for the people of Perugia.
In 2019, the Municipality launched a valorization project, culminating in the assignment to Società Destinazione Cioccolato Srl S.B. to manage the Chocolate City from 2024 for 30 years.
History
The history of chocolate in Perugia begins in 1907 with La Società Perugina, founded near the Covered Market.
Growing rapidly, in 1915 it moved to Fontivegge to expand production, introducing Perugina Cocoa in 1917.
In 1922, the San Sisto plant marked another significant step. The love between Giovanni Buitoni and Luisa Spagnoli inspired new products, such as the famous Baci chocolates. In 1923, it simply became Perugina, while in 1929 luxury boxes were introduced.
After the war, chocolate became a popular gift thanks to Giovanni Buitoni, and in 1972 the company went public. Eurochocolate, born in 1994, brought new vitality to the city, while in 2023 the dream of the Chocolate City at the Covered Market became a reality.
The Promoters
On April 6, 2023, Destinazione Cioccolato SRL S.B. was founded in Perugia, an entrepreneurial initiative involving various companies in the cultural, tourism, and social innovation industries, as well as important trade associations and the Regional Financial Company Gepafin Spa.
The goal is to transform Perugia into a permanent chocolate-themed tourist destination, starting from its tradition in chocolate production.
The company was awarded the Concession for the Valorization of the Covered Market Property and signed a thirty-year agreement, although the exact date is not specified.
The board of directors is chaired by Vasco Gargaglia, with Barbara Mencaroni as vice president and other members.
The Project
Destinazione Cioccolato SRL S.B. manages the Covered Market of Perugia, creating the “Chocolate City.”
It includes a factory, bars, shops, educational spaces, and is committed to accessibility and social inclusion, involving people with disabilities.
It promotes a social innovation ecosystem in the chocolate industry, offering training courses and enhancing cultural products.
It organizes shows and museum activities, as well as film screenings, and promotes a mode of operation that is responsible and sustainable.
It enhances the Covered Market with bars, shops, factories, training, and experiential paths.
The Numbers
Estimated 240,000 visitors in the first year, with an expected growth of 20%, would bring at least +36,603 additional visitors.
In the second year, an estimate of 195,680 visitors and 225,346 in the third year. Data provided by the Nomisma study.
The total area is 1,827 m2, with an estimated chocolate production of 0 kg. No contacts, companies involved, courses, or chocolate brands are indicated.
Participate
ChocoMemorabilia is a civic collaboration project aimed at rediscovering and valorizing the testimonies linked to Perugia’s chocolate history.
It involves the collection of objects, photographs, and memorabilia to create an archive accessible to the public. Initiated with the contribution of local collectors, it aims to actively involve residents in sharing their memories related to chocolate and the city.
The collected material will be digitized and preserved, with the possibility of public exhibitions at the Chocolate City.
The project aims to promote Perugia’s chocolate history, involving other Umbrian cities as well, and aligns with goals of urban regeneration, cultural promotion, social inclusion, and sustainable development of the cocoa industry.
