The edicola, a staple of Italian twentieth-century life, used to function as a social hub, an integral part of morning routines up and down the boot. Sadly the concept has been hit hard by the advent of the digital revolution. According to FIEG, the Italian Federation of Newspaper Publishers, there are 11,000 still in activity today, compared to 36,000 just 20 years ago. Against the grain, the people at Todo Modo bookstore, proudly and stubbornly analog, have just decided to save the newsstand in piazza Edison, in the Campo di Marte area, while putting their own idiosyncratic spin on the concept. Periodicō 11:11 opened its doors on October 21.
“Much has changed in the center of Florence since Todo Modo first opened its doors ten years ago,” says Maddalena Fossombroni, one of the founders. “We used to be a place for the neighborhood, but now that it’s all Airbnbs, who is left to care about these streets?” Aiming to recapture a sense of community, the Todo Modo team jumped at the opportunity to purchase the edicola in piazza Edison, a residential neighbourhood away from the hustle and bustle of the center. “I think the edicola is even more important than the bookstore. It’s a kiosk. You’re not even walking into a different space, you’re right there,” continues Maddalena. “Already during this first week, the response from the community has been enthusiastic. The locals keep thanking us.” Periodicō 11:11 will continue to operate as an edicola, but with a twist. It will offer more specialized and international magazines, act as a bookshop, including children’s titles, and organize community events, taking advantage of its location within the green space of piazza Edison.
A periodico is an archaic term for a magazine or other recurring publication that is not a daily. It is spelled with an accent on the last “o” to imitate the yell of a newsboy, while 11/11 is Todo Modo’s birthday. And on that note, November 11 is fast approaching, and this year Todo Modo turns ten. What better place to celebrate than at their newly opened edicola? Join them there from 5:30pm onwards for bread and freshly pressed olive oil, wine, an exclusive book presentation of Marco Vichi’s Il ritorno and live music.
