Why PITTI?
The name Pitti Caffè was born from a conversation between Mr. Carlo Camicia and the Moramarco brothers, with the architects Laborante and Ferrulli in their studio. It was the time of high fashion in Florence, and, on the table where they gathered, their eyes landed on a particular magazine titled Pitti Moda – Moda Pitti, its mirrored visual appearance sparking inspiration. By replacing “moda” (fashion) with “caffè” (coffee), a sense of elegance and taste immediately resonated, becoming the perfect representation of the venue, which had yet to be named.
Other names were considered, such as Dolce con te (“Sweet with You”), evoking the idea of sharing a sweet treat or enjoying it with tea. There were also references to Azzurra, inspired by the Azzurra yacht competing in the America’s Cup at the time, and attempts to create a name from the initials and syllables of the brothers’ names. However, none of these options captured the same spirit.