PRATO. Prato Est exit of the Firenze-Mare, in the direction of the Tuscan capital, you see a spire in the distance tower steel tubing, with the inscription I Gigli green. Looms on the plain between Florence and Prato, such as domes and bell towers of medieval churches. Yesterday's men rushed into the sky driven by the desire of God today shopping. Turiddo Campaini, president of Unicoop, the largest consumer cooperative in Italy, was struck on the road to economic crisis and influenced by his upbringing captive-communist, has launched a proposal: "On Sundays ever in shopping malls." That is coupled with the third divine commandment of the Decalogue: "Remember to honor the holidays." 14 million in one year. For Gigli Campi Bisenzio, the largest shopping center in Tuscany, 68mila square meters, 140 points of sale, the proposal is, however Campaini fall on deaf ears (as well as in its hypermarkets, when they open on Sundays). The assault of the faithful shopping started early yesterday. At ten o'clock of a cold but sunny Sunday morning, the parking lots were nearly clogged with cars. On average weekday the "faithful" are about 43 thousand, while on Sunday nearly doubled, at least according to 2009 data, when the Lilies, modern temple of consumerism, were visited by more than 14 million people. A colossal figure: it is as if all the Tuscans (3 and a half million) were to Gigli four times a year. Shopping and leisure. I Gigli is like a concentrate of the stores that are in a major city, from laundry to the pharmacy, restaurants bars, from DIY to fashion, from games to food, tobacco from the mega library Mondadori, by Mc Donald's in Coin. Everything and more. Even in Florence. Where there are brands such as Fnac, the French giant's music and books, and Zara Home, just to name two examples. The secret of success lies not only of the lilies on the presence of stores, and brands emblazoned lower prices than elsewhere (the Sunday of the country are small shopkeepers stock up on goods for resale at higher prices) but also in its being a place of events and attractions. Gigli children to find space for games, adult cinemas and restaurants, and concerts are held, there are the tables of the bar read and meet friends, the library to sniff books, games room and groped for their luck with Win for live. This dual - shopping and leisure - is exemplified by the statistics: 50% of customers goes to Gigli to shop at low prices while 33% went there to pass the time. "Here people come in summer to cool winter and warm," says a woman from a stand of bricolage. The bench of the meetings. One of the emblematic figures of the lilies is the bench. Where visitors stop, read the newspaper, sipping a coffee. Says Mark, a senior of 64 years of Pistoia, a former worker: "The wife is dead to me, my children living outside Tuscany, and I'll do it myself at home? TV? Sure, but know we can not always be in front of the small screen. So I can go to Gigli, meet people, I make friends and maybe, who knows, I might run into a new love ...». Lilies are also this: a large village square where people meet, make friends (a sort of Facebook for shopping) and perhaps amorous betrayals consumes or discover new love. No coincidence that the property is crossed by two long aisles. They are the village tanks, the Promenade of Viareggio, Via Tornabuoni in Florence: the courses, the streets where peeps who walk the shops and people walking by. Where to meet young women in the early morning fixing as it was already evening, ready to go dancing. Or teenagers curious fashion as adults. Faces over the top of the normal. Excited by the Temple of all that is a dream, fairy tale, desire. We young people left. Here is a group of girls from Prato that does the rub: "Why here? We have given an appointment with our friends. This morning we turn a little 'shop, eat and then in the afternoon watching the movie. " Here are a couple of young students from left, are from the outskirts of Prato, "Why here? Excuse me, where should we go? The people's house now reduced to playing the trump card? E 'hypocritical anathematizing who goes into shopping malls. The left has perhaps been able to offer an alternative? And the Church, apart from boring Sunday Mass? ". Gigli also grandparents to meet sad, tired parents who park their children in centers, games and many immigrants. Here, shopping is the cement of integration. A meal costs € 7 and a half salad, roasted potatoes and ribs. "At least on Sunday there we can afford," says an Albanian family (father, mother and three children). The row scratchcards. Then the row to the scratch of the desperate (three orders at the counter) with fingernails scratching a fortune (impossible). Then there are other, contracts. Some are very young. "I a contract for a week. I found the work to a temporary agency. Duration 7 days. If the company proceeds will be good, maybe I confirm ...». Maybe. Otherwise the contract will return to our young Gigli. From visitor-client relationship. A dream that will never buy clothes. And maybe she'll do the thing that we all share, here the lilies, as the sign of the cross in church. To put their wallets. To buy, dream ... (Feat. IT)
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