Venice Turned Its Baggage Claim Into a Casino Game, and It Is Genius
Waiting for luggage is usually the dullest part of arriving anywhere. Venice found a way to flip that experience on its head, and it did it using something the city understands better than most places in the world: gambling. Here’s how.
A Roulette Wheel Where You Least Expect It
Image via Canva/Latino Life
At Venice Marco Polo Airport, a standard baggage carousel was transformed into what looked like a full-scale roulette wheel.
The belt kept its original function, but its design mirrored the spinning table found in casinos. As bags rolled out, they appeared to land on numbered slots. Travelers naturally started guessing which number their suitcase would hit, simply because the setup invited it. The carousel already spins, which made it a natural match for roulette imagery without disrupting airport operations.
A Campaign Rooted In Venetian History
Image via Reddit/HeroOfTime4209
The installation was created as a temporary promotional campaign for Casino di Venezia, widely recognized as the world’s oldest casino, founded in 1638. Gambling has been part of Venetian life for centuries, long before casinos became global tourist attractions.
Venice opened the first state-authorized casino in the 17th century, and wagering once took place openly across public squares during the era of the Serenissima. The region’s history makes roulette imagery feel natural in the city. Some versions of the campaign even included free casino tickets handed out to tourists.
Results That Got Attention
According to reports tied to the campaign, visits to Casino di Venezia increased significantly after the installation appeared, with some sources citing a rise of around 60 percent.
It was also featured in industry trend reports as an early example of experiential marketing that used public infrastructure creatively rather than relying on traditional ads. It made luggage pickup less boring.