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Eataly Begins Testing Signage at 4 World Trade Center, Even Though It Won't Open for a Year

The downtown store will have a "peace" theme. Whatever that means.

Eataly is staking its territory downtown. A tipster spotted two Eataly-font "E's" hanging on the third floor of 4 World Trade Center, and a rep confirms "We are testing the sign." The team behind the Italian food megastore confirmed longtime rumors just a few weeks ago that it would open a smaller version of the store in the building. The 45,000 square foot space (Flatiron's is 50K) will host restaurants and a shop, like the other location, when it opens in the second half of 2015.

Back when the idea was still in its infancy stages, Eataly founder Oscar Farinetti said the theme of the downtown store would be "peace." CEO Nicola Farinetti sheds some light on the theme today saying in a release: "The World Trade Center will be forever linked to collective and personal memories, and that’s why we think it’s the perfect location for conveying positive values for a better future...we think that by bringing people together around food, we can create a convivial environment for discussing such important topics."