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Visit Rome following 8 XVIIIth century itineraries XVIIIth century Rome in the 10 Books of Giuseppe Vasi - Le Magnificenze di Roma Antica e Moderna The Grand View of Rome by G. Vasi The Environs of Rome: Frascati, Tivoli, Albano and other small towns near Rome A 1781 map of Rome by G. Vasi An 1852 map of Rome by P. Letarouilly Rome seen by a 1905 armchair traveller in the paintings by Alberto Pisa The 14 historical districts of Rome An abridged history of Rome How to spend a peaceful day in Rome Baroque sculptors and their works The coats of arms of the popes in the monuments of Rome Pages on a specific pope Pages complementing the itineraries and the views by Giuseppe Vasi Walks in the Roman countryside and in other towns of Latium following Ferdinand Gregorovius A Directory of links to the Churches of Rome A Directory of links to the Palaces and Villas of Rome A Directory of links to the Other Monuments of Rome A Directory of Baroque Architects with links to their works A Directory of links to Monuments of Ancient Rome A Directory of links to Monuments of Medieval Rome A Directory of links to Monuments of Renaissance A Directory of links to Monuments of the Late Renaissance A list of the most noteworthy Roman Families Directories of fountains, obelisks, museums, etc. Books and guides used for developing this web site An illustrated Glossary of Art Terms Venice and the Levant Roman recollections in Florence A list of Italian towns shown in this web site Venetian Fortresses in Greece Vienna seen by an Italian XVIIIth century traveller A list of foreign towns shown in this web site
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All images © by Roberto Piperno, owner of the domain. Write to romapip@quipo.it. Text edited by Rosamie Moore.

To the Itallian visitors of my web site

Ristorante Ranieri Historical Shops in Rome
(signpost of Ristorante Ranieri)

HOSPES, RESISTE, ET HOC AD GRVMVM AD LAEVAM ASPICE, VBEI
CONTINENTVR OSSA HOMINI BONI, MISERICORDIS, AMANTIS
PAUPERIS. ROGO TE VIATOR MONVMENTO HUIC NIL MALE FECERIS
C. ATEILIVS SERRANI L. EVHODVS MARGARITARIVS DE SACRA
VIA IN HOC MONVMAENTO CONDITVS EST. VIATOR VALE.

(Foreigner stop a moment and look on your left towards this tomb: it contains the bones of a good and gentle man, a friend of the poor. Please passer-by, do not spoil this tomb, C(aius) Attilius Evodus, a libertus of Serrano and a Via Sacra pearl trader, rests here. Farewell passer-by.)

Sepolcro di Attilio Evodo
Via Appia Antica near Torre in Selci: inscription celebrating Attilius Evodus, Margaritarius de Sacra Via (pearl trader having his shop in Via Sacra)

The jewellery store where Attilius Evodus sold pearls to his wealthy customers, maybe some senators on their way to the Curia, is no longer in business. The fact that a libertus, a former slave, was able to open a shop in the most important street of Ancient Rome and to be buried in a monument along Via Appia, shows that the Roman society was not rigidly divided into classes and that a shopkeeper could achieve a remarkable status (see also the monument to the baker Marcus Virgilius Eurysaces).

Shops in the Trajan's markets and before Caracalla's baths
Shops in the Trajan's markets and before Caracalla's Baths

Historians estimate that the population of Ancient Rome was in the region of 1,000,000 inhabitants. The administration of such a large city required a complex activity, which ranged from the import and storage of commodities to fire brigades, from town planning institutions to the maintenance of aqueducts and sewers.
Shopping centres and malls were built next to the libraries and the baths where the wealthiest Romans spent most of the day.

* * *

Unfortunately today's Rome does not have any shopkeeper in a position to proudly state "Purveyor of the Imperial House since 30 BC". As a matter of fact most of the shops belonging to the association Negozi Storici di Roma can only claim to have been in business since the late XIXth century. The following section of this page shows some shops (not necessarily members of the previously mentioned association), which have maintained, at least in part, their old appearance and traditional service. You may wish to see also Trade in the XVIIIth century etchings by Giuseppe Vasi.

Ristorante Piperno at Monte Cenci
Ristorante Piperno at Monte Cenci

The oldest running businesses are inns (Albergo del Sole) or coffee-houses (Caffč Greco). In the late XIXth century Baedeker guides today's rather expensive Ristorante Piperno was recommended (and still is) for its fried artichokes: at that time it was called Osteria Pacifico Piperno. It is located in one of the smallest (and most difficult to find) squares of Rome: the church shown in the picture above was the private chapel of the Cenci family. Ristorante Ranieri, near Piazza di Spagna, another restaurant recommended by the old guides, has retained its old signpost (and in general its XIXth century atmosphere).


Ditta Leone Limentani near Portico di Ottavia
Ditta Leone Limentani near Portico di Ottavia

The modest entrance of Ditta Leone Limentani (embellished in the picture above by a cipollino column of Portico di Ottavia) leads to a large basement depot where, in a maze of shelves, Romans go to find a replacement of that dish or that glass that a maladroit guest broke at their last party.

Tombolini's bookshop in Via IV Novembre
Tombolini's bookshop in Via IV Novembre, near Torre Colonna


A small bookshop in a large modern city has to face the competition of large stores selling books together with all sorts of media. The only way an expert bookseller can manage to stay in business is to focus on specific topics where his advice is regarded as an added value.

Birreria Peroni near Palazzo Muti Balestra
Birreria Peroni near Palazzo Muti


In recent years young Americans visiting Rome as part of their European graduation tour are approached at the Colosseo by other Americans living in Rome and they are offered a rather bizarre tour of Rome by night: those who enrol will not visit at moonlight the ruins of Rome, nor its fountains, but pubs, poor copies of the English ones. Antica Birreria Peroni has a more Roman appearance: it is mainly a place where one goes for a quick Italian lunch and it is decorated with angels holding inscriptions claiming the benefits of beer.

Palazzo La Rinascente
Palazzo "La Rinascente" opposite Palazzo Verospi


In 1887 Rome (within the walls) had its first (and last) department store: it was a branch of a large firm of Milan: it was built using a modern technique based on a structure of iron bars which allowed large shop windows. In 1920 the department store chain was given a new name: "La Rinascente", almost a synonym of "il Rinascimento", the Italian word for the Renaissance.
The small size of the building is not comparable with the XIXth century department stores of other European cities.

Traditional windows at Schostal's
Traditional windows at Schostal's in Via del Corso near Palazzo Ruspoli


In recent years many family run shops in Via del Corso have gone out of business due to the increasing burden of rents. They have been replaced by branches of large companies which consider their shop in Via del Corso as an advertisement promoting sales in all the shops of their chain and are therefore prepared to pay high rents for them.
Schostal, alla cittą di Vienna is one of the few family run shops which still manages to survive. A branch of an Austrian firm, it lost the reference to Vienna during World War I. It has not lost the tradition of orderly displaying its goods and giving clear notice of their price and quality.