Ducati takes off in Rome

Ducati’s pilot program is now gaining momentum – quite literally.

As an addition to the existing shop at Bologna airport, the Italian company has now opened a second retail outlet at Fiumicino airport in Rome, as part of a broader retail program that it hopes to extend to other European and non-European airports.

“The decision to open an airport retail format stems from the growing interest in the Ducati brand and the entire product range associated with it,” said Lucio Attina, Director of Ducati Apparel & Brand Development. “For years, Ducati has been a committed global ambassador of the “made in Italy” concept of premium quality and so the decision to open this first shop in Italy’s capital was inevitable.

“We feel sure this opening will be followed by many others, enabling us to offer the fast-growing community of Ducati fans and enthusiasts the chance to purchase apparel and other products.”

This Rome emporium will be an outlet for products from the Ducati apparel collection and also those of numerous partners, such as Oakley and Puma, whose brands are already associated with the Italian motorcycle manufacturer.

In celebration of the shop’s opening, Ducati fans were treated to an appearance of Valentino Rossi’s Desmosedici GP11 MotoGP bike, a display that attracted huge crowds of curious airport visitors.