Angela Stefani
ROME – The phenomenon of giant benches, popularly known as Big Bench, has transformed Italy's beautiful landscapes into a new tourism magnet, attracting millions of travelers. From the Piedmont region in the north to Puglia in the south, these unique art installations offer an interactive experience with nature while hunting for iconic photo spots that have gone viral on social media since the 2020s, continuing into 2026.
Thousands of tourists, both domestic and international, flock to visit over 200 giant benches scattered across various panoramic points throughout the country. This concept, initiated by American designer Chris Bangle in 2010 in Piedmont, aims to invite visitors to see the world from a different perspective, like a child, and appreciate the surrounding natural beauty.
The Big Bench Project, managed by the Big Bench Community Project (BBCP), promotes the installation of massive benches in strategic locations with breathtaking views. Each bench is crafted in bright, vibrant colors, contrasting with the green backdrop of hills or the blue of the sea, making them highly appealing photographic subjects.
The presence of these benches has had a significant positive impact on local economies. Small, previously lesser-known villages are now bustling with tourists, revitalizing culinary businesses, accommodations, and souvenir shops. Tourists often explore the surrounding areas to find these benches, creating new travel routes.
A German tourist, Anna Schmidt, met at one of the Big Benches in Langhe, Piedmont, stated, This is an incredible way to escape the hustle and bustle of the city. It feels like going back to childhood, sitting on such a huge bench with breathtaking views. Every photo I take goes straight onto Instagram.
Initially confined to Piedmont, the Big Bench idea rapidly spread to other regions such as Lombardy, Veneto, Tuscany, and further south to Basilicata and Puglia. Each community installing a giant bench becomes part of the BBCP network, ensuring quality standards and joint promotion.
Social media plays a crucial role in the popularity of Big Benches. Hashtags like #BigBenchItalia and #PanchinaGigante consistently trend, showcasing millions of photos and videos uploaded by visitors. This is a perfect case study of how appealing visual content can drive tourism.
The BBCP also emphasizes sustainability. The benches are often built using local materials and maintained by volunteers or local communities. This fosters a sense of shared ownership and responsibility for these public art installations.
Despite their popularity, managing these sites requires good coordination. Parking availability, road access, and supporting facilities are primary concerns for local governments to ensure a comfortable and safe tourist experience, especially during peak holiday seasons.
In 2026, interest in the Big Benches shows no signs of waning. Instead, more areas are applying to become part of this project, recognizing the economic potential and cultural appeal it offers.
Editorial Insight: The giant bench phenomenon in Italy is more than just a fleeting trend; it reflects a contemporary need for immersive and aesthetic travel experiences, bolstered by the power of social media virality. The project's success demonstrates how art installations can integrate with natural landscapes, create economic value for local communities, and offer a new perspective on enjoying the country's beauty. Its future development hinges on innovation and the ability to adapt to evolving tourist preferences.
