Green Pea
Green Pea operates a 15,000 m² NZEB-certified sustainable lifestyle destination in Turin, Italy, combining a café, rooftop bar, 300-seat event venue, green dry cleaner, and design office under one eco-built structure serving environmentally conscious consumers, event organizers, and B2B clients.
- Company typePrivate
- Founded2020
- HeadquartersTorino, Italy
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Green Pea does
Green Pea S.r.l. operates a 15,000 m² NZEB-certified (Near Zero Energy Building) sustainable lifestyle destination in Turin, Italy, integrating five co-located commercial activities: Bar Bello (café and coworking space), Otium Rooftop (bar and restaurant), The Place (events venue with capacity for up to 300 seats), Lavanderia Iride (sustainable dry cleaning using GreenEarth silicone solvent technology), and Progettazione&Design (a B2B architectural and interior design office). The building itself is a product: it incorporates geothermal heating, piezoelectric flooring (technology originally developed with Boeing), Airlite photocatalytic paint claimed to reduce air pollution by 88% and eliminate 99.9% of bacteria, photovoltaic panels, kinetic energy recovery systems, rainwater harvesting, and more than 2,000 integrated trees and plants. The structure is engineered to be dismantlable and recyclable, distinguishing it from conventional commercial real estate.
The company targets environmentally conscious consumers, remote workers, event organizers, and B2B clients seeking design services. Revenue is generated through transaction-based cash flows (food and beverage, dry cleaning, coworking fees, event venue rentals) and professional service fees for design projects. Partnerships with technology providers (Airlite, Energy Floors, Geisoft, EGM) and architectural collaborators (Vannino Vannucci, ACC architects) form the operational ecosystem. Green Pea is a privately held company with 101–250 employees and is positioned as a first-mover in Italy for integrated sustainable lifestyle venues combining retail, hospitality, events, and professional services under a single certified green building.
Green Pea firmographics
Firmographics- Name
- Green Pea
- Legal name
- Green Pea S.r.l.
- Website
- https://greenpea.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Green Pea operates a 15,000 m² NZEB-certified sustainable lifestyle destination in Turin, Italy, combining a café, rooftop bar, 300-seat event venue, green dry cleaner, and design office under one eco-built structure serving environmentally conscious consumers, event organizers, and B2B clients.
- Ownership category
- akta.pro rank
Green Pea industry classification
Industry- Product category
- Sustainable Lifestyle Venue
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Nature Lodges & Eco-Resorts (THAAAAAI)
- akta.pro secondary industry
- Sustainable Cities, Urban Development & Green Infrastructure (BPADALAL)
Keywords
Where Green Pea is headquartered
LocationHeadquarters
- HQ city
- Torino
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Green Pea business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Lavanderia Iride Sustainable Dry Cleaning: Eco-friendly dry cleaning service using GreenEarth silicone-based solvent instead of petroleum-based chemicals, first in Italy to use this system since 2003
- Progettazione&Design Office Services: Office and corporate design and project management services for sustainable workspace design
- Bar Bello Café: Café and co-working space offering seating, Wi-Fi, and electrical outlets for remote workers
- Otium Rooftop Bar & Restaurant: Cocktail bar and restaurant offering breakfast, lunch, aperitifs, light dinners, wine selection, and evening music events
- The Place Events Venue: Event venue hosting congresses up to 300 seats, seated dinners, team building, fashion shows, corporate meetings, and concerts
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Green Pea product offering
Product offeringCore offering
Green Pea operates a 15,000 m² sustainable lifestyle destination venue in Turin, Italy, housing multiple commercial activities: Lavanderia Iride (sustainable dry cleaning using the GreenEarth system), Bar Bello (cafe and co-working space), Otium Rooftop (cocktail bar and restaurant), The Place (multi-purpose event venue for up to 300 seats), and Progettazione & Design (office design services). The facility itself is a Nearly Zero Energy Building (NZEB) featuring geothermal heating, piezoelectric flooring, Airlite photocatalytic paint, and a green roof garden with over 2,000 plants.
Product overview
Green Pea is a single unified sustainable lifestyle commercial center in Turin, Italy, rather than a platform-plus-modules architecture. The core offering is the Green Pea Building itself—a 15,000 m² physically-demountable sustainable structure that houses multiple commercial activities under one roof. The portfolio includes Lavanderia Iride (sustainable dry cleaning), Bar Bello (workspace and cafe), Otium Rooftop (cocktail bar and events), The Place (event venue for up to 300 attendees), and office spaces for design and planning. All activities are co-located within the NZEB-certified building and share the common mission of demonstrating that sustainability can be simple, accessible, and beautiful.
Differentiator
Problem solved
Functional benefit
Products and services
- Lavanderia Iride A sustainable dry cleaning service that uses the GreenEarth system, an innovative non-harmful and non-toxic dry cleaning solution using liquid silicone instead of petroleum-based solvents. Targeted at consumers seeking eco-friendly garment care.
- Bar Bello A spacious coffee bar and workspace offering tables, power outlets at every station, stable Wi-Fi with dedicated packages, suitable for remote work, reading, and casual dining.
- Otium Rooftop A rooftop cocktail bar offering hourly dining from breakfast through dinner, featuring signature cocktails, extensive wine selection, and evening music events.
- The Place A multi-purpose event venue for customized events including congresses up to 300 seats, plated dinners, team building sessions, fashion shows, corporate meetings, and concerts.
- Progettazione & Design (Uffici) Office spaces available for design and planning projects, offered as rental or lease to businesses seeking workspace within the sustainable building, including office and corporate design and project management services.
Quantifiable outcome
- 88% reduction in air pollution through Airlite paint
- +3 more outcomes
Companies that use Green Pea
Customer profileSegments3 records
Ideal customer profiles2 records
Green Pea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Green Pea partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Vannino Vannucci (Vannucci Piante)coreEurope's largest plant nursery, providing and maintaining over 2,000 trees and plants integrated into Green Pea's architecture. Wood for the external covering comes from forests in Val di Fiemme and Bellunese destroyed by the October 2018 Vaia storm.
- ACC - Cristiana CatinocoreLead architect firm designing Green Pea building. ACC architects developed the futuristic structure as an innovative and resilient element, sustainable in every detail.
- Negozio Blu Architetti Associati - Carlo GromettocoreCo-architect firm contributing to Green Pea's design, working alongside ACC to create the innovative sustainable building.
- Legno e SolecoreProvided wood for the external covering from forests in Val di Fiemme and Bellunese that were destroyed by the October 2018 Vaia storm, supporting second-life philosophy.
- BrondellominorProvided reclaimed wood from Cuneo Valleys (Valli Cuneesi) for interior floors, supporting sustainable and second-life building materials.
- AirlitecoreProvided Airlite photocatalytic paint technology that transforms walls into air purifiers, reducing air pollution by 88% and eliminating 99.9% of bacteria.
- ElectroluxminorConstruction partner contributing to Green Pea building development.
- Enel XminorSpecial thanks partner for Green Pea, providing electric vehicle charging infrastructure (ultra-fast electric columns).
- SMATminorSpecial thanks partner - water utility company supporting rainwater recovery systems.
- TIM (Telecom Italia)minorSpecial thanks partner providing telecommunications infrastructure for the venue.
Scale indicators7 records
Recent moves5 records
Expansion highlights3 records
Green Pea competitors and assessment
Company assessmentBroad incumbents
- Aman Resorts: Luxury resort operator with a minimalist, architecture-led, nature-integrated ethos. Comparable to Green Pea in integrating building, landscape, and curated experience within a destination-format venue.
- Patagonia: Global sustainability-led apparel and outdoor retailer built around environmental mission. Comparable to Green Pea in placing sustainability and ethical positioning at the core of brand identity and customer experience, though operating a much larger retail network.
- The Body Shop: Long-established ethical retail brand with sustainability as a core brand pillar. Comparable to Green Pea in building a consumer-facing brand around values-led positioning, though operating a global retail footprint rather than a single venue.
- Six Senses: Global luxury eco-resort operator with strong sustainability programming and destination venues. Comparable to Green Pea in fusing sustainability branding, distinctive architecture, and premium experience positioning in single locations.
- 1 Hotels: Sustainable luxury hotel chain built around biophilic design, natural materials, and environmental ethos. Comparable to Green Pea in combining eco-positioning, architecture-driven storytelling, and an experience-led hospitality model.
Direct peers
- La Rinascente: Iconic Italian department-store destinations combining premium retail, restaurants, and services in flagship urban locations. Shares Green Pea's 'destination venue' model in Italian cities with mixed hospitality and retail under one roof.
- Seletti: Italian design and lifestyle brand operating flagship venues that blend retail, exhibition, and brand experience. Similar in combining distinctive Italian design, retail storytelling, and flagship experiences — though smaller in scope than Green Pea.
- FICO Eataly World: Italian food theme park aggregating retail outlets, restaurants, and educational activities around Italian food and wine. Highly comparable destination format to Green Pea — multiple on-site activities anchored by an iconic venue and a unifying brand story.
- Eataly: Italian-origin destination retailer combining food market, restaurants, retail, and educational experiences under one roof. Closely comparable to Green Pea as a multi-activity Italian destination venue with on-site dining, retail, and a unifying thematic narrative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Green Pea social profiles
Digital presenceGreen Pea compliance and trust
Trust signalCompliance1 record
Green Pea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Green Pea leadership team
Management profileNumber of profiles
Profiles1 record
Green Pea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Green Pea M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Green Pea
What does Green Pea do?
Green Pea operates a 15,000 m² sustainable lifestyle destination venue in Turin, Italy, housing multiple commercial activities: Lavanderia Iride (sustainable dry cleaning using the GreenEarth system), Bar Bello (cafe and co-working space), Otium Rooftop (cocktail bar and restaurant), The Place (multi-purpose event venue for up to 300 seats), and Progettazione & Design (office design services). The facility itself is a Nearly Zero Energy Building (NZEB) featuring geothermal heating, piezoelectric flooring, Airlite photocatalytic paint, and a green roof garden with over 2,000 plants.
Is Green Pea a public or private company?
Green Pea is a private company. It is classified as unknown and is currently operating.
When was Green Pea founded?
Green Pea was founded in 2020. It employs 101 to 250 people.
Where is Green Pea based?
Green Pea is headquartered in Torino, Italy, in the Europe region.
How does Green Pea make money?
Five revenue lines are on record. Lavanderia Iride Sustainable Dry Cleaning is the primary driver. The others are progettazione&Design Office Services, bar Bello Café, otium Rooftop Bar & Restaurant and the Place Events Venue.
Who are Green Pea's main competitors?
Broad incumbents on record are Aman Resorts, Patagonia, The Body Shop, Six Senses and 1 Hotels. Direct peers are La Rinascente, Seletti, FICO Eataly World and Eataly.
Does Green Pea have an API?
No public API is recorded for Green Pea.
What industry is Green Pea in?
Green Pea's product category is Sustainable Lifestyle Venue. Its primary akta.pro industry code is THAAAAAI, Nature Lodges & Eco-Resorts, with a secondary code of BPADALAL, Sustainable Cities, Urban Development & Green Infrastructure. Its SIC code is 5810.