Starting October 15, 2026, we are expanding our offering through an exclusive partnership with Mercato Centrale. We’re starting in Milan, where the entire first floor of the food and dining hub will be dedicated to brand activations, corporate events, pop-up stores, and branded experiences.
Milan, October 14, 2026 – We are pleased to announce a new exclusive partnership with Mercato Centrale, marking an important step in the evolution of our services and opening up new opportunities for brands.
For over ten years, we have brought brand communication to the streets and squares of Italy and Europe through food trucks, roadshows, and touring events. Today, we are extending our expertise to indoor spaces, combining our on-the-road activities with new solutions for events, brand activations, and ongoing projects.
The partnership will be officially launched on October 15 at Mercato Centrale Milano, located inside Milan Central Station, during the opening celebration of the new season.
An Entire Floor Dedicated to Brands in the Heart of Milan
Mercato Centrale Milano covers a total area of 4,400 sqm and is open 365 days a year.
Thanks to this partnership, we will have access to the entire first floor, a versatile space that we can transform and customize to host brand activations, pop-up stores, showrooms, product launches, workshops, corporate events, and brand takeovers.
The offering also includes the Academy Kitchen, ideal for team-building activities, cooking experiences, and food tastings, as well as the Restaurant, an elegantly furnished space perfect for exclusive dinners, private events, and corporate gatherings.
As with all our projects, we will oversee every stage of the activation, from concept and planning to execution, managing setups, staffing, food experiences, and logistics.
New Opportunities All Year Round
One of the most exciting aspects of this collaboration is the opportunity to offer our clients a venue that operates throughout the year, suitable for both one-off events and ongoing projects.
The spaces will be available for daily initiatives and special events, particularly during Milan’s major industry weeks, holiday periods, and the city’s busiest times of the year.
This will allow us to complement our traditional touring activations with new indoor experiences, creating integrated communication journeys that keep brands connected with their audiences beyond a single event.
As Antonella Avvinti, Founder and CEO of Truck Queen Agency, explains:
“This partnership allows us to bring greater continuity to our clients’ projects and to the relationships between brands and people. A product trial, an event, and a roadshow can become part of the same journey: opportunities to deepen brand awareness and build relationships that extend beyond a single interaction.”
Milan Is Just the Beginning
Our collaboration with Mercato Centrale goes beyond Milan, also including its locations in Turin, Rome, Florence, and Bolzano.
Milan represents the first step in a broader project through which we aim to progressively expand our offering, providing brands with new venues and activation opportunities.
Our goal remains the same: to create experiences that bring brands closer to people, wherever those experiences take place.
Join Us at Mercato Centrale Milano on October 15
We will officially present the partnership on Thursday, October 15, 2026, from 6:30 PM to midnight, at Mercato Centrale Milano, Via Sammartini 61.
It will be an opportunity to explore the spaces, discover the possibilities offered by this collaboration, and meet our team.
Admission is free, subject to prior registration.
We look forward to seeing you there!
