Introduction — Wine Flask to Fragrance
Welcome to a journey through one of Florence’s most fascinating urban legends: a tale that travels “Wine Flask to Fragrance,” from medieval taverns to modern perfumes, blending history, folklore, and a touch of Florentine humor. This captivating story follows the evolution of a single corner of Florence—from an ancient osteria loved by scholars and pranksters to today’s Sephora boutique.
From a 15th-Century Tavern to a Cultural Landmark
According to ancient Florentine tradition, the Lapi family managed what is remembered as the oldest tavern in Florence as early as the 1400s. This wasn’t just a place to refill your wine flask: it was a lively meeting point where Lorenzo il Magnifico, artists, writers, and playful wits gathered to laugh, debate, and often create pranks so clever that they eventually found their way into the popular novelle of the time.
A Name Born from an Insegna
The tavern’s curious name reportedly came from its wooden sign, featuring cheeky monkeys—“bertucce,” a Tuscan term used to describe people who were clumsy, mischievous, or simply very nosey. It was the perfect symbol for a place where joyful chaos, chatter, and good wine flowed freely.
A Literary Celebrity: Mentioned by Galileo and Lasca
As the centuries passed, the reputation of this osteria grew so much that it was cited by Galileo Galilei and by the Renaissance writer Anton Francesco Grazzini, known as Il Lasca. Moreover, their references helped transform the tavern into a cultural legend—a symbol of Florentine wit and life.
Florentine Stories Become Urban History
Meanwhile, the osteria’s location—once a humble medieval alley—began to evolve. Then, during the 19th century, everything changed.
The Bazar Bonajuti: Florence’s First “Shopping Mall”
In the 1800s, the quiet “vicolo” underwent a dramatic transformation with the construction of the Bazar Bonajuti, considered by many historians to be the first real commercial center in Florence. It was an elegant, modern, and surprisingly innovative building for the period.
Furthermore, it introduced Florence to a new kind of urban commercial experience—similar to the European “passages” of Paris.
If you want to explore the architectural context of this period, here are some useful links:
- History of Florence’s urban changes: https://www.florencecity.it
- Info on Florentine historical shops: https://www.visitflorence.com
- Articles about 19th-century Italian architecture: https://www.architettura.it
- Renaissance Florence culture overview: https://www.britannica.com/place/Florence
From Wine to Perfume: The Modern Transformation
Today, the very same building where this playful, wine-filled tavern once stood is home to Sephora, the international beauty and fragrance brand. Thus, the evolution of this Florentine corner reveals a symbolic journey:
from rustic wine flasks to modern perfumes — the tradition of temptation continues, only with a different packaging.
A Florentine Metaphor
Consequently, the phrase “Firenze… dal fiasco al profumo” (“Florence… from the wine flask to the perfume”) perfectly captures this rare continuity:
pleasure, curiosity, and human nature remain the same, even when the bottles on the shelves have changed.
