Luisaviaroma

Located in the city centre, when entering Luisaviaroma don’t expect to find the usual store. Owner Andrea Panconesi tells us that the shop opened in 1930, his grandmother’s name was Louise Jaquino and she was a milliner in Paris, his grandfather, Fortunato Andrei was a straw hat producer in Florence. They fell in love, got married and this is how Luisa store in Florence was born, that initially was a tailor’s shop. Despite its ancient origins, Luisaviaroma has always been far from the traditional formula of multi-brand store.