In this book I tell a story who none knows yet.

EATALY is a highly successful company. But who invented the name at the time Oscar Farinetti still used to sell washing machines and refrigerators? And what was the project which the name Eataly was actually created for?

The book tells the true  story of this invention. It narrates the bizarre circumstances in which the creation took place; emotions and projects of its inventor; why and how, in the end, Eataly has become only the name of a successful  chain store; the reasons for the singular damnatio memoriae that  has cancelled from the story of Eataly the name of who invented that name.

Watch the video of the interview to the author.