The traveling Concept Store La Vucciria is synonym for tradition, art, handicraft, the colors of the Mediterranean region and, last but not least, Sicily and Palermo. And it is getting overseas. The first container direct to New York will be ready for shipment at the beginning of January. London, Canada, Japan, Australia and China are the next targets.
The project creators Antonio Di Dio and Diana De Concini, in collaboration with the Export Manager Mariano Stancampiano and his staff, Annamaria Morreale and Jesuela Guadalupi, are working on the promotion of the brand worldwide.
The Concept Store La Vucciria, inaugurated in Palermo in the main shopping street on December 20, aims to preserve the culinary and cultural identity of Sicily. Extra virgin olive oil, ceramic items and jewels are some of the products selected to represent the traditional Sicilian food and handicraft at best.
The brand La Vucciria was launched in New York during Summer Fancy Food Show 2017 and is ready to grow its business in the US. Antonio Di Dio explained, “La Vucciria, the ancient outdoor market in Palermo, is the highest expression of the Siciian spirit. This Concept is synonym for art, customs, culture and food history of our island. La Vucciria isn’t merely a registered trademark; our mission is to bring the history of Sicily and its handicraft to the world.”
Diana De Concini and Antonio Di Dio carefully selected the range of traditional Sicilian food and handicraft items they aim to protect through their trademark. Antonio added that those products are the legacy of Sicilian crafts passed down from one generation to the next. Handicraft, culture, art, energy and glitter. La Vucciria means this and more. Tradition and glamour as well. In conclusion, viva Palermo, viva Santa Rosalia, viva la Vucciria.
La Vucciria as a bridge between Palermo and New York to promote the Sicilian excellence. And what about the US market reaction to the brand? Mariano Stancampiano replied, “The brand got a very positive feedback because it represents a piece of history and art. Needless to say, the brand is named after the famous painting by Guttuso. The Americans recognized the link between this Concept and the ancient Sicilian crafts passed down from one generation of putiari, Sicilian artisans, to the next.
They understood La Vucciria isn’t merely an open-air market, but a priceless legacy. They appreciated the Sicilian spirit within our brand, strictly connected with the arts and crafts of the Mediterranean region. And history, traditions and expertise are exactly the keys to conquer the American market.”
Translated by Jesuela Guadalupi