ABOVE: A free bus arrives at the Panorama shopping center in Marghera.
by Durant and Cheryl Imboden
For serious shopping, most Venetians bypass the likes of Prada, Missoni, and Gucci. They head for local supermarkets such as Billa and the Coop (pronounced "cope"), or--for heavy-duty shopping--to the Panorama hypermarket just outside the mainland port and industrial zone of Marghera, which is served by a free coach from Venice that operates throughout the day.
Panorama is a "big box" store that could be loosely compared to a Wal-Mart or Target Greatland in the United States. (The Panorama chain has 23 stores in the Veneto and neighboring regions of Northern Italy).
In addition to the Panorama hypermarket, the Panorama shopping center in Marghera houses an In's discount grocery store (similar to Aldi), a Benetton outlet (Benetton's corporate headquarters are in nearby Treviso), a SME appliance and electronics store (where Cheryl was impressed by the largest display of steam irons that she'd ever seen), and several other retailers.
Most tourists needn't bother to visit Panorama, but if you're in Venice for weeks or even months, you may find it worthwhile to catch the free shoppers' bus from the Piazzale Roma. You'll save money on basics like pasta and toilet paper, and you'll get to see how ordinary Venetians spend the money that they've earned from rowing gondolas, selling masks, making pizza, or teaching Italian to foreigners.
Here are several pictures that Cheryl took during a January shopping excursion to Panorama:
ABOVE: The Panorama bus leaves from slot B9 in the Piazzale Roma, the large square where buses, cars, and taxis drop off and pick up passengers at the edge of Venice's historic center.
ABOVE: A timetable shows departure times from the Piazzale Roma and the Panorama shopping center. According to this timetable, buses run every 30 to 45 minutes in each direction from morning until early evening, with a midday lunch break on Sundays and holidays. For an up-to-date schedule, see Panorama's online timetable in PDF format.
ABOVE: In this photo, a Panorama bus has just arrived at the Piazzale Roma in Venice, and shoppers are removing their purchases from the luggage compartment.
ABOVE: In theory, passengers are supposed to offer proof that they've spent at least four euros at the Panorama center when boarding the bus for the return trip. In practice, the rule is seldom enforced, so this heavy-duty shopper didn't need to show the driver her wad of receipts.
ABOVE: The ACTV 6/ public bus also runs between Venice and the Panorama center, with stops along the way. (But why buy a bus ticket when you can travel for free in a luxury coach?)
Photos: Cheryl Imboden