Introduction

The great modern architect Mies van der Rohe once said that "God is in the details." I know he was not referring to the store fronts and signs that entertain you as you wander the streets of Italian towns but I think his pronouncement is applicable to those well-designed shops one sees on a walk through just about any town in Italy. San Gimignano is famous for its towers, Siena for its central square and cathedral and so on with monuments and vistas in other places. But the urban landscapes of these towns would be rather flat were it not for the attention lavished on their strores by greengrocers, florists, bistro owners and wine merchants all over the country.

Of particular note is the town of Pienza in Tuscany. The merchants of Pienza seem to be in constant competition to see who can present the most attractive store front or most original sign. Pienza was the birthplace of Pope Pius II who in the 1400's undertook to rebuild his hometown as a model city of Renaissance urban planning. Only the cathedral, papal palace and town hall were completed but they set the tone for what remains one of the most charming small towns.

In this section is a sample of these uniquely designed retailers. Each store or sign is unique and shows the character of its owner. The geographic span is from Piedmont to Sicily, with most coming from Tuscany.

Palermo, Sicily Antica Foccaceria San Francesco in the city's old quarter. Famous for fast food since 1834.
San Gimignano, Tuscany The Temple of Wine features a trompe l'oeil interior which recalls the splendor of ancient Rome.
Siena, Tuscany The bronze marker of the Contrada del Pantera, one of the seventeen neighborhood associations who participate in the annual Palio horse race.
Pienza, Tuscany The local greengrocer's wares used as storefront advertising..
Pienza, Tuscany One of the many local wine merchants presenting Tuscany's best wines.
Pienza, Tuscany A clothing store called “The Dwarf's Delights” emphasizes children's love of other little people..
Arezzo, Tuscany The Palazzo Pretorio, once the seat of government, decorated with the coats of arms of noble and merchant families.
Barolo, Piedmont The baker offers his wares at a steeply sloping intersection.
Pienza, Tuscany Even the ATM is placed carefully behind an antique façade..

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