From the heart of Sicily to the heart of New York, Fiasconaro has officially arrived. The renowned Sicilian bakery, celebrated worldwide for its artisanal panettone and traditional torroncini, invited us to the Grand Opening of its very first US pop-up shop in NYC. The evening unfolded as a warm celebration of authentic Italian flavors, sweet traditions, and the shared joy of bringing a piece of Sicily to SoHo.
Located at 422 West Broadway, Fiasconaro’s debut New York pop-up marks an exciting milestone for the historic Castelbuono-based brand. The shop showcases the bakery’s iconic panettone, the product that has become both the symbol of its craftsmanship and a proud ambassador of Made in Italy. Known for combining deep Sicilian heritage with an elegant, contemporary vision, Fiasconaro brings to Manhattan not only its beloved products but also the essence of its culture, identity, and artistry.
The store is designed as an immersive experience, inviting guests to step directly into the world of Fiasconaro. At its center stands a striking display unit inspired by the Trinacria, the ancient symbol of Sicily. This sculptural element is enriched with an octagonal form reminiscent of the historic fountain in Piazza Margherita in Castelbuono, grounding the space in the bakery’s origins.
Another standout feature is a dedicated area honoring the celebrated Fiasconaro x Dolce & Gabbana collaboration. This long-standing partnership has elevated Sicilian panettone into a cultural icon, blending taste, fashion, and design. The space features vibrant graphics inspired by traditional Sicilian carts, an explosion of colors, and folklore that pays tribute to the island’s artistry.
A curved brand wall near the lounge transforms into an eye-catching installation made from caps of the 100g panettone collection, arranged as a dynamic visual pattern. This playful yet sophisticated display celebrates the brand’s aesthetic language while inviting guests to admire the craftsmanship behind even the smallest details.
Sustainability also plays a key role in the store’s design. Fiasconaro collaborated with an Italian cardboard-design company to incorporate eco-friendly materials that offer both tactile warmth and modern refinement. These elements reinforce the bakery’s commitment to thoughtful, responsible production without compromising elegance.
Throughout the space, glass domes protect and highlight the symbolic raw ingredients of the Madonie region: pistachios, almonds, manna, mulberries, and candied citrus fruits, reminding visitors of the land that gives Fiasconaro’s creations their unmistakable character. The tasting area completes the journey, allowing guests to experience the signature aromas and flavors of Fiasconaro panettone firsthand.
With its immersive layout, evocative design, and dedication to tradition, the new Fiasconaro SoHo pop-up expertly bridges the worlds of Castelbuono and New York. It offers a sensory journey where shapes, scents, and stories come together, celebrating panettone as a contemporary icon of Italian excellence, now at home in the heart of Manhattan.
