Luisa Spagnoli - businesswoman

Inventor of Baci chocolates who diversified into fashion

Luisa Spagnoli became the driving force of Perugina
chocolates after Italy entered the First World War

The businesswoman Luisa Spagnoli, who is credited with creating the Perugina company’s famous Baci chocolates and later developed clothing lines using wool from angora rabbits, was born on this day in 1877 in Perugia.

Spagnoli was one of the four partners who launched the Perugina brand in 1907. She is said to have invented the confection that came to be known as Baci as a way to avoid wasting surplus chocolate and hazelnuts left over from the company’s other lines.

Perugina, now owned by Nestlé, grew to be Italy’s biggest chocolate manufacturer and Baci its best-selling product. The romantic messages inside the wrappers that remain a popular feature of the chocolates to this day are said to have been inspired by the clandestine romance between Spagnoli and the son of one of the other partners.

Her Angora Spagnoli business evolved into the Luisa Spagnoli fashion line that was developed by her son, Mario, and grandson, Lino, who took the business forward after Luisa had died in 1935, at the age of just 57.

Spagnoli was born Luisa Sargentini, the daughter of a fishmonger, Pasquale. After leaving school at 13 to work on the accountancy and commercial side of her father’s business, she was married at the age of 21 to Annibale Spagnoli.

She went into business with her husband when they took over the running of a grocery store in Perugia.  They produced their own sugared almonds to sell in the store, expanding into jams, confectionery and chocolate.

Today's Baci chocolates are still produced
according to Luisa's 1922 recipe

In 1907, Annibale and Luisa joined up with pasta manufacturer Francesco Buitoni and another businessman, Leone Ascoli, in launching La Società Perugina.

The first product line was sugared almonds, but recognising the potential of chocolate they opened a factory at Fontivegge, near the city’s railway station, which produced cocoa powder and cocoa butter. 

Italy’s entry into World War One in 1915 brought profound changes. After the men were enlisted to do military service, Luisa found herself in charge of the business. As resources became limited, Luisa turned her focus to chocolate, blending caramelised sugar with cocoa to produce a 51% dark chocolate.  

Sugary sweets were defined by the Italian government as superfluous, luxury goods as they tried to avoid shortages and their production was prohibited, but Luisa priced her chocolate bars at a level that meant they were available to all and could not be classed as luxuries. For good measure, boxes of bars were sent to fortify Italian soldiers on the frontline.

In 1922, Annibale Spagnoli left the business, apparently because of internal friction within the company. Luisa remained, running the business jointly with Francesco Buitoni’s son, Giovanni.

Giovanni Buitoni, with whom Luisa
had a clandestine romance

It was in the same year that Baci chocolates was born. Ever resourceful, Luisa was determined that the surplus chocolate and hazelnuts left at the end of each batch of bars produced would not be thrown away. She had the idea to use the excess to make small, individual chocolates, wrapping chocolate round a blob of chopped hazelnuts and gianduja - a concoction of chocolate and hazelnut paste - topped with a whole hazelnut.

She thought the sweet resembled a clenched fist and decided to call it a cazzotto - the Italian word for punch. Giovanni, however, thought it was an inappropriate name for something meant to give pleasure and suggested bacio, which is Italian for kiss.

Buitoni was 32 and Luisa 46 but despite the age gap - and the fact that Luisa was already married - a romance developed between the two, which was to continue clandestinely for the rest of her life. While they were working together in the factory, she would secretly wrap love notes around chocolates as she sent them to Giovanni to taste.

These became the inspiration for the way Baci were marketed - chocolate kisses with a romantic note attached as the perfect present for young lovers.

At a time when women in business were a rarity, Spagnoli proved herself not only to have a shrewd commercial brain but also to be one of the most forward-thinking bosses of her age. 

She had houses and a swimming pool built for Perugina’s workforce and organised leisure activities to aid their wellbeing. During the war, she provided a nursery so that female employees with young children could continue to work even when their husbands were away at the front.

The fashion stores opened by her son,
Mario, carry his mother;s name

Her first moves into the fashion business came at around the same time as Baci were born as she began breeding long-haired angora rabbits, from which wool could be produced not by shearing their coats but simply by combing. She set up a production plant in the Perugia suburb of Santa Lucia, where the wool was used to make shawls, boleros and other fashionable garments. 

After a favourable reception when she showed off her products at the Milan Fair, she recruited a network of 8,000 breeders to supply the business. 

Sadly, Spagnoli did not live long enough to see her fashion enterprise reach its potential. Diagnosed with throat cancer, she moved at Giovanni’s insistence to Paris in order to receive the best care available but died there in 1935.

Two years after her death, Mario Spagnoli - one of three sons she had with Annibale - turned Angora Spagnoli from a small, artisan concern to industrial scale production, opening a new factory in Santa Lucia. Later, together with his son, Annibale - known as Lino - they opened a network of Luisa Spagnoli fashion stores, which still exist today.

In the 1940s, at a time when many Italians suffered from hunger and cold thanks to the deprivations of war, Mario maintained his mother’s spirit of generosity towards the workers who helped generate the company’s profits, making sure their efforts were rewarded with a Christmas gift of shirts, socks and wool to a value of 4,000 lire, a considerable sum at the time.

His mother is buried in the crypt adjacent to the Santa Lucia factory.  Her name lives on, though, in the packaging on Baci chocolates - still in the blue of the originals - with the subtitle 'Fondente Luisa', while the Perugina 51% dark chocolate bar is still marketed as the Perugina Luisa bar.

Piazza IV Novembre is the main square of the
Umbrian capital, Perugia, where Spagnoli was born

Travel tip:

Perugia, the capital of the Umbria region, is an ancient city that sits on a high hilltop midway between Rome and Florence. In Etruscan times it was one of the most powerful cities of the period.  It is also a university town with a long history, the University of Perugia having been founded in 1308.  The presence of the University for Foreigners and a number of smaller colleges gives Perugia a student population of more than 40,000.  The centre of the city, Piazza IV Novembre, has a mediaeval fountain, the Fontana Maggiore, which was sculpted by Nicolo and Giovanni Pisano. The city’s imposing Basilica di San Domenico, built in the early 14th century also to designs by Giovanni Pisano, is the largest church in Umbria, with a distinctive 60m (197ft) bell tower and a 17th-century interior, designed by Carlo Maderno, lit by enormous stained-glass windows. The basilica contains the tomb of Pope Benedict XI, who died from poisoning in 1304.

Perugia's historic
Pasticceria Sandri

Travel tip:

Luisa Spagnoli’s main store in Perugia is in Corso Vannucci, right in the heart of the city, which connects Piazza IV Novembre with Piazza Italia. The street takes its name from Pietro Vannucci , a painter born in Città della Pieve and best known by his nickname Il Perugino. His frescoes decorate the Palazzo dei Priori, one of the most important buildings on Corso Vannucci along with the 15th century Palazzo dei Notari and the House of Baldo degli Ubaldi, the deconsecrated church of Sant'Isidoro and the Palazzo Donini.  The street is also home to the historic Pasticceria Sandri, which has been trading there since 1860.

Also on this day:

1459: The death of humanist scholar Poggio Bracciolini

1893: The birth of bodybuilder Charles Atlas

1896: The birth of conductor Antonino Votto

Home

Zàini - chocolate manufacturer

First factory opened in Via Carlo de Cristoforis in Milan

The distinctive Zàini logo has become known
in 80 countries around the world

The Milan chocolate producer Zàini was founded on this day in 1913 when the company’s first factory opened in the Porta Garibaldi district of the city.

The plant, opened by Luigi Zàini, a young entrepreneur, in Via Carlo de Cristoforis, was advertised as a ‘Factory of Chocolate, Cocoa, Candies, Jams and Similar’.

Zàini, who had experience in the confectionery business as an importer of biscuits, jams and other sweet products from northern Europe, had noted the rapidly growing popularity of chocolate and thought the time was right to move on from his role as middleman and become a producer in his own right.

In Milan at the time there were around 15 chocolate factories, so competition was keen, but Luigi had a unique selling point in mind. His dream was to be able to satisfy any wish for something sweet, reportedly saying: “Everyone is different, so why aren’t we creating lots of different chocolates and sweets for each different person?”.

Luigi Zàini, in the centre of the front row, pictured
with all the employees at his first factory

Luigi flavoured his bars with rum, mandarin, vanilla and aniseed among other things and made them stand out by wrapping them in coverings inspired by the fashion for Stile Liberty design in architecture, furniture and decorative art.

And he put his entrepreneurial instincts to good use to make sure the public knew about Zàini’s rich dark chocolate bars. Years ahead of the football sticker craze launched by Giuseppe Panini in the 1960s, Luigi hit upon the idea of selling chocolate bars with free collectors’ cards featuring celebrity figures from the worlds of sport and entertainment, in particular footballers and silent movie stars.

In 1924, Luigi Zàini married Olga Torri, whose father owned a large grocery store in Milan. It was a second marriage for both following the loss of their first partners. The couple brought six children to the marriage from their previous relationships, including Luigi’s son Piero and daughter Rosetta, and had two of their own, Vittorio and Luisa.

Business continued to thrive and, in 1926, the company moved to a new factory in Via Carlo Imbonati in the Dergano district, about 2.5km (1.5 miles) from Via de Cristoforis. It remains the company’s headquarters today.

Sadly, Luigi Zàini died in 1938, struck down prematurely by serious illness. Olga, with whom Luigi shared an elegant house built within the courtyard of the factory premises, knew Luigi wanted the business to remain in the family after his death, and took the reins herself.

Olga Zàini, later to take over the business,
pictured with son Vittorio in around 1930

A woman of similar entrepreneurial spirit, she committed herself fully to the role. Olga was a strong believer that women had the same right to work as men and, under her leadership, Zàini became known for its high number of female employees.

World War Two presented new challenges. In order to protect the children, Olga relocated the family to Varese, a city some 50km (31 miles) away from Milan, midway between the great lakes of Como and Maggiore. She returned to Milan regularly to supervise production.

Situated in an industrial area of Milan close to major rail arteries into the city, the Zàini plant had the misfortune to be next to an anti-aircraft battery positioned to defend the area. Inevitably, heavy bombardments followed as Allied planes attacked the city and the factory suffered such enormous damage during a series of raids in 1943 that was effectively destroyed.

Yet Olga set about rebuilding it as soon as it was safe to do so, winning praise for putting much of the physical reconstruction work in the hands of the factory’s own employees to ensure they could continue to support their families.

Olga remained in charge of the business until the 1950s, when she took the bold step to rebrand Zàini’s traditional dark chocolate bar ‘Emilia’, after the family nanny who looked after her children while away in Varese, before handing over control to Vittorio and Piero.

The Zàini Milano chocolate shop in Via Carlo de
Cristoforis, near the site of the original factory

Under their guidance, Zàini added a gift range that included chocolates in decorative tins and cardboard packaging that enjoyed much popularity, as well as jars of boeri - a confection of dark praline and liqueur-soaked morello cherries, instantly recognisable for their distinctive red and gold individual wrappers.

Since the 1990s, Luigi Zàini spa has been run by a third generation of the family - Vittorio’s son and daughter, Luigi and Antonella.

Among their initiatives, with a nod to their grandmother’s commitment to helping women, is Le Nuove Donne del Cacao, a new line of chocolate bars introduced to support a female entrepreneurship project aimed at achieving equal opportunities for women cocoa farmers in the Ivory Coast.

In 2013, to mark the 100th anniversary of the business, Luigi and Antonella opened the Zàini Milano cafe and chocolate shop, in Via de Cristoforis, the same street where their grandfather had opened his first factory.

The company today, now the sole large-scale chocolate manufacturer in Milan, has 200 employees and three production plants, located in Milan and the nearby town of Senago, with Zàini products on sale in 80 countries around the world.

The striking, colourful design of the Centro
Maciachini in the Dergano district

Travel tip:

Dergano, where the Luigi Zàini brand is still based, is much changed from the industrial zone it was when the factory was bombed in World War Two. Where factories once stood, complexes such as the Centro Maciachini, built on the site formerly occupied by Carlo Erba pharmaceutical company, abandoned in the 1990s, which comprises among other things a commercial sector, a food park and the Teatro Bruno Munari.  Dergano was once home to Armenia Films, built in 1917 and once seen as a rival to Rome’s Cinecittà. The entrance to the studios, where the great director Luchino Visconti shot his first film, still stands in Via Baldinucci. Once a rural village, the area again has the feel of a small community with a number of cafes and restaurants and independent shops. 

The ultra-modern Piazza Gae Aulenti is a feature
of Milan's fashionable Porta Garibaldi district

Travel tip:

Just a 15-minute walk from the Milan city centre, Porta Garibaldi is popular amongst tourists and locals alike for its restaurants, bars and nightlife. Corso Como, a wide pedestrianised thoroughfare leading directly to the neoclassical Porta Garibaldi arch, a Doric-style gateway built in the 19th century, has pavement cafes and fashion boutiques. The area is also famous for its avant-garde architecture and the impressive Piazza Gae Aulenti, a futuristic square designed by the Argentinian architect César Pelli, who also designed the square’s 231-metre (758ft) Unicredit Tower, which is Italy’s tallest building in the country. 

Also on this day:

1866: The birth of composer Francesco Cilea

1909: The birth of soprano Licia Albanese

1941: The birth of Italian president Sergio Mattarella 

1922: The birth of screenwriter and director Damiano Damiani 

Home

Sir Moses Montefiore - businessman

Italian-born philanthropist who made his fortune in London

A late 18th century photograph of the
Jewish philanthropist Moses Montefiore

The businessman and philanthropist Sir Moses Montefiore, who made his fortune in England and became a prominent supporter of Jewish rights, was born in Livorno on this day in 1784.

Born into a Sephardic Jewish family, his grandfather, Moses Vita (Haim) Montefiore, had emigrated from Livorno to London in the 1740s, but regularly returned to Italy, as did other members of the family.

Moses Montefiore was born while his parents, Joseph Elias and Rachel - whose father, Abraham Mocatta, was a powerful bullion broker in London - were in Livorno on business.

Their son was to amass considerable wealth in his working life, accumulating such a fortune on the London stock exchange he was able to retire at 40, but in his youth his family’s situation was so perilous he had to abandon his education without qualifications in order to find a job.

First apprenticed to a firm of grocers and tea merchants, he left to become one of 12 so-called ‘Jew brokers’ in the City of London.  His early days in the city were not without setbacks, notably when a major fraud in 1806 caused him to lose most of his clients’ money and cost him his broker’s licence.

A drawing from a magazine shows
Moses Montefiore as a young man 

He bought a new licence in 1815 and his big break came after Henriette, the sister of his wife Judith Cohen, married Nathan Rothschild, who engaged Montefiore's firm acted as stockbrokers.

Nathan Rothschild headed the family's banking business in Britain, and Montefiore became his business partner.

In that capacity, Montefiore helped found the Alliance Assurance Company, the Imperial Continental Gas Association (which pioneered gas lighting for homes), and the Provincial Bank of Ireland.

Montefiore retired from his business in 1824, deciding to use his time and fortune for communal and civic responsibilities. He became known as a philanthropist and a zealous fighter for the rights of oppressed Jews all over the world.

Besides visiting such countries as Italy, Russia, and Romania on behalf of the Jewish people, he also made seven journeys to Palestine.

In 1827, he helped secure the release of a number of Damascan Jews who had been falsely accused of using Christian blood for religious rites and persuaded the Turkish sultan to extend to Jews the same privileges enjoyed by aliens.

In Russia he convinced Tsar Nicholas I to rescind a decree of 1844 that had ordered all Jews to withdraw from the western frontier areas of Russia.

Montefiore's London home was at 99 Park
Lane in the Mayfair district

Back in London, he became a governor of Christ's Hospital, an independent educational establishment also known as the Bluecoat School, and in 1837 was elected Sheriff of London. 

He was knighted in the same year by Queen Victoria and received a baronetcy in 1846 in recognition of his services to humanitarian causes on behalf of the Jewish people.

He was president of the British Board of Deputies from 1835-1874, with one brief interruption. Despite his position, he did not play a prominent role in the Jewish emancipation struggle at home, preferring to help oppressed Jewish communities abroad.

In 1831, while keeping his home in Park Lane in London, Montefiore bought a country estate with 24 acres of land on the East Cliff of the then-fashionable seaside town of Ramsgate, previously the home of Queen Caroline, when she was still Princess of Wales.  He purchased some adjoining land and commissioned his cousin, architect David Mocatta, to design a private synagogue, known as the Montefiore Synagogue.

Montefiore died at East Cliff in 1885, at the age of 100. He had no known children and his principal heir in both name and property was a nephew, Joseph Sebag Montefiore.  His great, great nephew is the historian, author and TV presenter Simon Sebag Montefiore.

The beautiful Terrazza Mascagni is a feature of the
waterfront in modern Livorno

Travel tip:

The port of Livorno is the second largest city in Tuscany after Florence, with a population of almost 160,000. Although it is a large commercial port with much related industry, it has many attractions, including an elegant sea front – the Terrazza Mascagni - an historic centre – the Venetian quarter – with canals, and a tradition of serving excellent seafood.  The Terrazza Mascagni is named after the composer Pietro Mascagni, famous for the opera Cavalleria rusticana, who was born in Livorno.

The plaque commemorating the life of Sir Moses Montefiore
is near the Jewish synagogue in Liverno 

Travel tip:

A plaque commemorating the life of Sir Moses Montefiore can be found in Piazza Elia Benamozegh in Livorno, the location of the city’s synagogue. Livorno was once home to one of the largest Sephardic communities in Western Europe, second only to Amsterdam. The 16th century Florentine leader Ferdinando I Medici, who governed Livorno, allowed the city’s Jews to govern themselves, without being confined to a ghetto. Although the Jewish settlement in the city had clear parameters, there were few limits imposed on the community, which by the 18th century numbered more than 4,000, almost 15 per cent of the the city’s population.

More reading:

The story of Auschwitz survivor Primo Levi

Salomone Rossi, the leading Jewish musician of the late Renaissance

The good samaritan of Rimini Alberto Marvelli

Also on this day:

1913: The birth of the acclaimed baritone Tito Gobbi

1925: The birth of composer Luciano Berio


Home

Riccardo Illy - businessman

Grandson of Illy coffee company founder who became firm’s chairman

Riccardo Illy is president of
Gruppo illy Spa

Riccardo Illy, whose paternal grandfather, Hungarian-born Francesco Illy, founded the world-famous illy coffee company, was born on this day in 1955 in Trieste.

Illy is president and former chairman of Gruppo illy and vice-chairman of illycaffè. Under his leadership, the company has expanded to include Domori chocolate, Dammann Frères teas, Agrimontana - which makes fruit preserves, jams and confectionery -  and Mastrojanni, a winery located in the Montalcino region of southern Tuscany.  It also holds a stake in Grom, a chain of premium ice cream parlours.

The company now has a presence in 140 countries and as well as coffee shops the company also operates ice cream stores in Italy, as well as in New York, Malibu, Los Angeles, Paris, Dubai, Osaka, and Jakarta.

Although the company’s roots are in Trieste, where Francesco opened for business in 1933, Gruppo illy Spa is based in Rome.

Riccardo’s first job was as a skiing instructor at the Piancavallo resort in the Dolomites and a sailing instructor at Monfalcone, near Trieste. He married the food and wine journalist Rossana Bettini, with whom he had a daughter, Daria.

He joined the family firm illycaffè in 1977, as the company's business director and for the first time gave the firm a marketing department. Now the company’s annual revenue is in the region of €400 million and reckons to serve more than seven million cups of coffee per day in around 100,000 outlets worldwide.

Francesco Illy founded the famous coffee
company in Trieste in 1933

Parallel with his business career, Riccardo also spent 15 years as active politician. He was elected Mayor of Trieste twice, in 1993 and 1997, became a member of the Italian parliament in 2001 as an independent and in 2003 was elected President of the Friuli-Venezia Giulia region, with the backing of the Democratic Coalition Party, remaining in office until he failed in his bid to be elected for a second term in 2008.

Away from business and politics, Illy’s passion is for fast motorcycles, an interest which began when he would ride along the Italian and Yugoslavian coastlines as a teenager and continued when he and his wife traveled to Greece on his Kawasaki 900 soon after they were married. As regional president, he rode to his office each day on a 1200cc BMW.

As a music lover, Illy is president of Trieste's Theatre Giuseppe Verdi.

Piazza Unità d'Italia is Trieste's main square

Travel tip:

The seaport of Trieste, capital of the Friuli-Venezia Giulia region,  officially became part of the Italian Republic in 1954. Trieste had been disputed territory for thousands of years and after it was granted to Italy in 1920, thousands of the resident Slovenians left. The final border with Yugoslavia was settled in 1975 with the Treaty of Osimo. The area today is one of the most prosperous in Italy and Trieste is a lively, cosmopolitan city and a major centre for trade and ship building.

The Caffé Pirona was a favourite of James Joyce

Travel tip:

Trieste’s coffee house culture dates back to the Hapsburg era. Caffè Tommaseo, in Piazza Nicolò Tommaseo, near the grand open space of the Piazza Unità d’Italia, is the oldest in the city, dating back to 1830. Within a short space of time, more than 100 had opened, including Caffè degli Specchi, on Piazza Unità itself, which was popular with the authors James Joyce, Italo Svevo and Franz Kafka, who at different times were part of Trieste’s thriving literary scene. Another favourite of the Irish writer Joyce was the Caffè Pirona on Largo della Barriera Vecchia.

More reading:

How Turin shopkeeper Luigi Lavazza built a coffee empire

Angelo Moriondo - inventor of the world's first espresso machine

Trieste becomes part of Italy

Also on this day:

1934: The birth of exiled royal princess Maria Pia of Bourbon-Parma

1954: The birth of footballer Marco Tardelli


Home

Fortunato Depero - artist

Futurist who designed iconic Campari bottle

Fortunato Depero's 1932 Campari Soda
bottle is still in production today

The Futurist painter, sculptor and graphic artist Fortunato Depero, who left a famous mark on Italian culture by designing the conical bottle in which Campari Soda is still sold today, was born on this day in 1892 in the Trentino region.

Depero had a wide breadth of artistic talent, which encompassed painting, sculpture, architecture and graphic design.

He designed magazine covers for the New Yorker, Vogue and Vanity Fair among others, created stage sets and costumes for the theatre, made sculptures and paintings and some consider his masterpiece to be the trade fair pavilion he designed for the 1927 Monza Biennale Internazionale delle Arti Decorative, which had giant block letters for walls.

Yet it is the distinctive Campari bottle that has endured longest of all his creations, which went into production in 1932 as the manufacturers of the famous aperitif broke new ground by deciding to sell a ready-made drink of Campari blended with soda water.

It was the first pre-mixed drink anyone had sold commercially and Depero, who was already working with the Milan-based company on a series of advertising posters and stylish black-and-white newspaper ads, was tasked with creating a unique miniature bottle in which the new product would be packaged.

Depero became an important designer
in the advertising world

The conical shape, a little like an upturned glass, made it stand out on the shelves and at a time when the modern and unconventional was considered chic was perfect in helping establish Campari Soda as the sophisticated pre-dinner drink of choice among Italy’s style-setters.

The shape, timelessly modern, has not changed fundamentally in 88 years since and has become an icon of Italian design.

Depero was born either in the village of Fondo or its neighbour Malosco, about 40-50km (25-31 miles) north of Trento, and went to college a little further south in Rovereto, between Trento and Verona. He was apprenticed in a marble workshop, having been turned down in his efforts to obtain a place at the Academy of Fine Arts in Vienna.

He first became aware of the Futurist movement on a trip to Florence in 1913 and when his mother died the following year he decided to move to Rome, where he met fellow Futurist Giacomo Balla. Together they produced an extraordinary text entitled Ricostruzione futurista dell’universo (Futurist Reconstruction of the Universe), a manifesto that reflected the core values of the movement, which rejected everything ancient and classical and aimed to free Italy from what was perceived as a stifling obsession with the past.

The establishment tended to dismiss Futurists as cranks, because they admired the speed and technological advancement of cars and aeroplanes and the new industrial cities, all of which they saw as demonstrating the triumph of humanity over nature through invention, and wanted to depict those things in their art.

Il Motociclista (the Motorcyclist) is an example of Depero's art

Yet in many ways, Depero and Balla and talented Futurist painters such as Carlo Carrà and Umberto Boccioni, who embraced a parallel obsession with nationalistic revolution and the overthrow of the hierarchical class system, foresaw how the 20th century would unfold, from the evolution of technology to the explosion of violence and the spread of mass communication.

The movement was ultimately tarnished by its association with Fascism, with which they initially shared similar goals in terms of wishing to build a strong, egalitarian, productive, youthful and modern Italy.  Once the link existed, it was difficult to break and after Mussolini’s regime was defeated there were many Futurists who found themselves shunned.

Depero himself found Italy an uncomfortable place after the Second World War and decided to return to New York, where he had spent a couple of years in the late 1920s, working on magazines and in the theatre and even building a house.  During his second stay, which lasted until the early 1950s, he published an English version of an earlier autobiography, entitled So I Think, So I Paint.

Depero returned to Italy and lived out his final days in Rovereto, where he died in 1960 from complications of diabetes.  A large collection of his work can be seen at the Museum of Modern and Contemporary Art of Trento and Rovereto.

Rovereto's Campana dei Caduti sounds
100 times at nightfall each day

Travel tip:

The picturesque small city of Rovereto, east of Riva del Garda, is notable not only for the aforementioned art museum but for a 14th century castle, which contains the Italian War Museum, and for the Maria Dolens (Mary Grieving) bell, also known as the Campana dei Caduti (the Bell of the Fallen) and the Bell of Peace. The second largest swinging bell in the world, it was originally the idea of a local priest, Father Antonio Rossaro, to honour the fallen of all wars and to invoke peace and brotherhood. Cast in 1924, since 1965 it has been located on Miravale Hill outside the town and sounds 100 times at nightfall each evening.

The beautiful Piazza Duomo in Trento

Travel tip:

The city of Trento is considered to have arguably the best quality of life in Italy, based on climate, surroundings and employment opportunities. With a population of 117,000, it is situated in an Alpine valley on the Adige river between the northern tip of Lake Garda and the border city of Bolzano, about 115km (71 miles) north of Verona. It was controlled by the Austrians almost continuously from the 14th century until the First World War.  In the 16th century, it hosted the Council of Trent, the ecumenical council of the Catholic Church that gave rise to the resurgence of the church following Protestant Reformation.

More reading:

The explosive art of leading Futurist painter Carlo Carrà

Luigi Russolo and the strange phenomenon of 'noise music'

Painter whose work depicted Fascist repression

Also on this day:

1282: The revolt that became known as the Sicilian Vespers

1905: The birth of Modernist architect Ignazio Gardella


Home

Giangiacomo Feltrinelli – publisher

Accidental death of an aristocratic activist

Giangiacomo Feltrinelli was both one of Italy's
richest men and a passionate revolutionary

Giangiacomo Feltrinelli, a leading European publisher and one of Italy’s richest men, died on this day in 1972 after being blown up while trying to ignite a terrorist bomb on an electricity pylon at Segrate near Milan.

It was a bizarre end to the life and career of a man who had helped revolutionise Italian book publishing. He became famous for his decision to translate and publish Boris Pasternak’s novel Doctor Zhivago after the manuscript was smuggled out of the Soviet Union, where it had been banned on the grounds of being anti-Soviet.

This was an event that shook the Soviet empire and led to Pasternak winning the Nobel Prize for Literature.

Feltrinelli also started the first chain of book shops in Italy, which still bear his name.

He was born in 1926 into a wealthy, monarchist family. At the instigation of his mother, Feltrinelli was created Marquess of Gargnano when he was 12 by Benito Mussolini.

During the Second World War, the family left their home, Villa Feltrinelli, north of Salò on Lake Garda to make way for Mussolini to live there. But in the later stages of the war, Feltrinelli enrolled in the Italian Communist Party and fought against the Germans and the remnants of Mussolini’s regime.

The newspaper front page announcing the
death of Giangiacomo Feltrinelli

From 1949 onwards, Feltrinelli collected documents for the Giangiacomo Feltrinelli Library in Milan relating to the development of the international labour and socialist movements.

Feltrinelli established a publishing company in Milan in 1954.

His determination to publish Doctor Zhivago in 1957 was vindicated when it became an international best seller. He later sold the film rights to MGM for 450,000 dollars.

But Feltrinelli was criticised by Italian Communist Party members for defying Moscow and as a result decided not to renew his party membership.

He opened his first Feltrinelli book shop in Pisa in 1957 and, by his death, the chain of shops was the largest in Italy.

After meeting Cuban leader Fidel Castro, Feltrinelli published his writings, along with those of Che Guevara and Ho Chi Minh.

Among other causes, he gave financial support to the Palestine Liberation Front.

Feltrinelli increasingly advocated guerrilla activity in Italy on behalf of the working classes. Anticipating assassination attempts by the CIA or Mossad, he assumed a battle name, Osvaldo, and went underground.

Feltrinelli celebrates publishing the
banned Russian novel Doctor Zhivago

After he was found dead at the foot of the pylon, apparently killed by his own explosives, his death was immediately thought to be suspicious.

His stepfather, the writer Luigi Barzini, considered but ultimately rejected the idea that he was deliberately killed.

In 1979 during an anti-terrorist trial, Red Brigades defendants read a signed statement to the court saying Feltrinelli had been engaged in an operation to sabotage electricity pylons to cause a blackout in a big area of Milan. They said he committed a technical error that led to his fatal accident and the failure of the whole operation.

Forty years after his death, the newspaper Corriere della Sera published forensic reports claiming Feltrinelli had been tied to the pylon before the bomb was detonated, implying he had been killed and framed by Italian or Israeli security forces. There has also been speculation that Feltrinelli was murdered by the KGB.

The Grand Hotel Villa Feltrinelli sits on the shore of Lake Garda

Travel tip:

Villa Feltrinelli, which was vacated by the Feltrinelli family to provide a home for Mussolini during the war, is now the Grand Hotel Villa Feltrinelli in Via Rimembranza, Gargnano. One of the most prestigious hotels in the world, this neo-Gothic villa was built by the Feltrinelli family on the shores of Lake Garda in the 19th century. It is where Mussolini spent his last 600 days, while he headed the Republic of Salò, before he was apprehended and executed while trying to escape from Italy.

Fondazione Giangiacomo Feltrinelli in Milan

Travel tip:

The Fondazione Giangiacomo Feltrinelli in Viale Pasubio, Milan, was founded in 1949 as a library. It has an archive of nearly 1.5 million items, 250,000 volumes and 16,000 journals on the themes of equal society and citizens’ rights. The current building, designed by the Swiss architects Jacques Herzog and Pierre de Meuron, is open to visitors from 9.30 to 17.30 Monday to Friday. To arrange a guided tour, contact visiteguidatefgf@gmail.com.

More reading:

The accidental death of an anarchist

Piazza Fontana bombing

Mussolini's last stand

Also on this day:

1820: The birth of King Victor Emmanuel II

1835: The birth of Giovanni Schiaparelli, who believed there were canals on Mars

(Picture credit: Villa Feltrinelli by BMK via Wikimedia Commons)

Home

Domenico Ghirardelli – chocolatier

Built famous US business with skills learned in Genoa

The chocolatier Domenico Ghirardelli, founder of the Ghirardelli Chocolate Company in San Francisco, was born on this day in 1817 in a village just outside Rapallo in Liguria.

The Ghirardelli Chocolate Shop in Ghirardelli Square
on San Francisco's northern waterfront

Also known as Domingo, Ghirardelli arrived in San Francisco in 1849 during the rapid expansion years of the Gold Rush, having spent the previous 10 years or so in Peru, where he had run a successful confectionery business.

After making money as a merchant, initially ferrying supplies to prospectors in the gold fields, he set up his first chocolate factory in 1852, drawing on the skills he acquired as an apprentice in Genoa.

By the end of the century, the Ghirardelli Chocolate Company was one of the city’s most successful businesses, with a prestige headquarters on North Point Street, a short distance from Fisherman’s Wharf, in a group of buildings that became known as Ghirardelli Square.

The son of a spice importer, Ghirardelli was born in the village of Santa Anna, just outside Rapallo, about 25km (16 miles) along the Ligurian coast from Genoa, in the direction of La Spezia to the southeast.

His father wanted him to have a trade and once he had reached his teens sent him to be an apprentice at Romanengo’s, an important confectioner in Genoa, with a view to setting himself up in business.

Domenico Ghirardelli arrived in San
Francisco from Peru in 1849

However, having been forced to give up its status as an independent republic and become part of the Kingdom of Piedmont-Sardinia as part of the settlement following the Napoleonic Wars, Genoa was a volatile city prone to riots and to brutal repression by the military and in 1837 Ghirardelli decided, in common with many Italians, to leave in search of a better life in the New World.

At the age of only 20 and newly married, he arrived first in Montevideo in Uruguay, moving on a year later to Lima in Peru, a prosperous city where there was already an established Italian community.

He set up a confectionery shop on Calle de los Mercaderes, the city’s main shopping street, which he modelled on Romanengo’s store in Genoa.  After the death of his wife, he married for a second time, to a Peruvian widow, and would have stayed in Lima had his former neighbour, an American from Pennsylvania who had moved to San Francisco, not written to him urging him to follow.

The neighbour, James Lick, who would go on to become the richest man in California, had set himself up on the proceeds of 600lb (272kg) of chocolate Ghirardelli had given him to sell. With San Francisco on the brink of an economic boom after the discovery of gold in 1848, it was too good an opportunity to miss.

Trading first in general merchandise, Ghirardelli rapidly expanded from running a delivery service to owning grocery stores in San Francisco and Stockton, plus a soda fountain, a coffee house and a part-interest in a hotel.  Within two years, he had amassed wealth of $25,000, which then had the buying power of around $750,000 (€610,000) today.

The Ghirardelli factory was established just back from
the San Francisco waterfront

He opened his first chocolate factory in 1852 in the Verandah Building on Portsmouth Square, living above the premises, before moving to Jackson Street, building a separate family home in Oakland.  The business grew even more after the accidental discovery of cocoa powder, the result of some bags of chocolate paste being left unattended in a warm room.

The butterfat in the paste melted, dripping out on to the floor, leaving behind in the bags a greaseless residue that could be ground into a powder, which Ghirardelli patented and sold under the name of Broma, to be used as a cake ingredient or for making a hot cocoa drink.

The recession of the 1870s brought a massive scaling back, with many of the company’s assets, including the house in Oakland and several stores, being auctioned off to keep the factory going.

Yet, despite competition from others keen to exploit chocolate’s continuing popularity, the business recovered, with Ghirardelli’s sons increasingly involved.  Broma, rebranded as Ghirardelli’s Chocolate Powder, continued to be a big seller.  By the late 1880s, the company was producing and selling one million pounds (453,000kg) of the powder each year.

Ghirardelli retired in 1889, handing control to his sons.  In 1892, needing to expand, the company acquired a large woollen mill near the city’s northern waterfront at what his now Ghirardelli Square.

He died in 1894, contracting influenza during an extended visit to Rapallo, where he had gone in order to rediscover his roots. His body was returned to San Francisco, to be buried in the family mausoleum in Oakland’s Mountain View Cemetery.

Production continued at Ghirardelli Square until the 1960s, when the business was sold and the manufacturing operation moved to San Leandro.  Today, while still trading under the family name as the third oldest chocolate manufacturer in the United States, the business is a subsidiary of the Swiss company, Lindt and Sprüngli. There is still a Ghirardelli shop in the Ghirardelli Square shopping and restaurant complex

A quaint 16th century castle guards Rapallo's harbour

Travel tip:

Rapallo, larger and a little cheaper than its exclusive neighbour Portofino, is an attractive seaside town of the eastern Italian Riviera, known as the Riviera di Levante. The town developed around a harbour guarded by a small castle – Il Castello sul Mare – built in 1551, which sits right on the water’s edge.  Behind the harbour is a network of narrow streets. There are boat service to Portofino, as well as Santa Margherita Ligure and Camogli, while the main Genoa to Pisa railway line passes through the town.

The ornate interior of the Romanengo store in Genoa

Travel tip:

Romanengo’s confectionery store in Via Soziglia in Genoa has become a tourist attraction in itself, a wonderfully ornate emporium barely changed since it was refurbished lavishly in the mid-19^th century, having opened for business for the first time in 1814.  Modelled on Parisian confectioners’ shops, it has a marble floor, a frescoed ceiling, elegant chandeliers and beautiful inlaid rosewood shelving and counters, with endless dishes of brightly coloured confectionery in glass cases. The company logo of a dove carrying an olive branch symbolised peace at the end of the Napoleonic Wars.


More reading:

Michele Ferrero - the man who invented Nutella

Humble beginnings of chocolate giant Ferrero

The entrepreneur behind Perugina chocolates

Also on this day:

1513: Death of Pope Julius II

1609: The birth of military leader Raimondo Montecuccoli

1868: Death of painter and revolutionary Giuseppe Abbati

(Picture credits: Ghirardelli store by PictorialEvidence; San Francisco waterfront by Saopaulo1; Rapallo Castle by RegentsPark; all via Wikimedia Commons; Romanengo store from www.romanengo.com) 

Home