Introduction

Save them to save ourselves
Initial suggestions for the conservation and promotion of Pistoia’s traditional trading places
In accordance with the guidelines set out by the Region of Tuscany and integrated projects for active conservation of Pistoia’s traditional, historical shops and markets, action has been taken to safeguard and preserve the shops and markets in the city centre. In the past the City Museum and Council Planning Department have promoted surveys in this sector, particularly regarding historical commerce, providing new tools and stimuli here in the city, and participating in the national conferences Negozi e mercati storici e di tradizione, dalla tutela alla promozione (held in Florence in March 2004 on the Regional administration’s initiative) and La tutela dell’immagine storica del commercio come frontiera della qualità urbana e del turismo, organised the following month in Pistoia by the Touring Club Italiano. Today’s debate focuses on recognition of the traditional, historical shop as a “cultural asset” or distinctive element in maintaining the city’s identity and image, the quality of life for residents and its value as a tourism resource. All this takes place in the age of global markets and the detrimental effect on local production areas, which are battling against fierce competition and find themselves increasingly hard-pressed to preserve a varied supply of high quality. The negative consequences of globalization and the introduction of new customs (such as the proliferation of shopping centres and the “emptying” of old town centres, which are progressively reduced to mere sources of amusement, as pointed out by Vittorio Emiliani), have been intensified more recently by other effects, deriving from the abnormal growth of the property market with leasing costs disproportional to the economic means of traditional businesses which are usually medium-small in size and family-run.

Given this dynamic situation the city council of Pistoia, with Confcommercio and Confesercenti, has begun a census of historical and traditional shops in the city centre, also concerning the development project for the Natural Trading Centre.
Pistoia is working alongside other Italian cities towards an assessment and promotion of the remaining tangible cultural heritage which cannot be put off any longer and which could trigger worthwhile processes. This heritage consists of longstanding businesses rich in history and traditions, with beautifully crafted exteriors and furnishings. When considering historical shops and businesses we cannot lose sight of the importance of the varied and detailed commercial fabric (poor or inconspicuous, but never unimportant) which as a whole represents a basic factor in the vitality of the urban environment.

An early evaluation of the investigation carried out shows, on the one hand, a progressive reduction and loss of the businesses which are most remarkable from a historical and representative point of view (many during the preparation of this publication) which has noticeably increased in recent years; while on the other hand a still-significant variety of retail goods and widespread presence of quality items remains, sometimes obscured by incongruous and disrespectful intervention activities.

While the older and more prestigious shops along the main roads of the centre have been ousted by franchises and chain stores, the more peripheral roads with more affordable leases (except for owned property) still house a considerable number of traditional businesses and workshops worthy of note. Also worth mentioning is the continuing twice-weekly market, and above all the daily market in the Sala: preserving this market in situ (with clearly defined and respected rules) has been the most effective guarantee against fatal suffocation or progressive degeneration which remain real threats for the market.
Processing and study of the data gathered made it possible to identify the most significant examples and those most coherent with the parameters of age of business, preservation of type of retail goods and conservation of original exterior and interior furnishings and decorations. At the same time a widespread heritage of over two hundred quality businesses was identified, including a broad network of traditional shops and workshops, neighbouring and daily activities which make an important contribution to the urban image and the life of citizens.

In some sense we might describe it as a very unusual and rich heritage in terms of the amount of time it has existed and the architectural solutions on which it is based, a heritage that is often considered humble and deserving specific protective intervention and special care; consider, for example, the whole Sala district, the development of the suburban borghi and the types of commercial Galerie (arcades) such as Galleria Vittorio Emanuele and Galleria Nazionale.
Also, a number of meaningful and unique traces of the centuries of commerce are distributed throughout the city centre. Old stone benches, wooden shutters, iron rooves, rostrums and gates, devanture, streetlamps and other lighting elements, wooden and metal shop fronts, signs, display structures – all these form a real and unvarying example of fixed and mobile fittings which are an organic and functional element of the urban landscape, and contribute to defining the traditional image of life in Pistoia. The same work tools and utensils, although now no longer used, and the same display and transitory sales methods (typically stalls and mobile outdoor stands) help connotate commercial activity and make it unique and unrepeatable in many ways.

One of the results of this is an environment with a beautiful, hospitable and unusual appearance, which can attract a high quality class of tourist as the specialists in the sector are aware, and give the citizens a more concrete sense of belonging. On the other hand, the sensational case of the false “historical villages” fitted out exclusively for commercial purposes like film sets in deserted wastelands flanked by motorways, appears both paradoxical and enlightening in the light of the need to preserve authentic historical trading centres if only in virtue of a utilitarian function.
According to this organic view it is clearly necessary to locate the traditional shops and businesses both according to their individual
character and within similar areas, both topographically and in a physical, historical-conceptual sense, identifying and defining commercial districts within the historical city centre and adjoining areas in relation to the city gates and the suburban areas. This would conform to the guidelines supporting the new tourist indications promoted by the city Council with the Touring Club Italiano. The result is a polycentric commercial model which enriches the city with trading and meeting areas (both permanent and temporary), including the theme markets taking place in the city’s streets and squares, and reveals specific vocations and opportunities for coordinated promotion activity.

While on this subject we should record a recent updating of the cultural overview, also influenced by the widespread perception of the negative effects of globalization.
There is now a gradually-forming tendency to pay increasing attention to the traditional value of commerce on the part of the more sensitive and aware of its operators, who use noble history to promote their business, as well as the public administration and associations connected with the category.
This new climate may encourage sharing and involvement in attitudes to overcome the logic of simple normative regulations (which are also incompatible with current rules) and start a virtuous public-private circle in the name of safeguarding and promoting the businesses and their urban context.
This kind of project requires planning decisions and tools (also specifically relating to city planning) which guarantee the protection and integrity of the various typical elements starting with a census and permanent monitoring of the image of local commerce. An observational archive of Pistoiese trading could lead to the creation of a real “Atlas” based on the city’s trading places, also requesting and supporting conscientious architectural projects in the fields of restoration and renewal of environments and new, fine quality additions.
An initial survey of Pistoia’s businesses has led to the identification of specific categories and recognition parameters (districts, monuments of historical commerce, interior and exterior invariants, historical shop, shop with historical business, traditional or neighbouring shop, designer shop) which are useful for organising and defining the current situation and promotional and conservation activities.
The use of a reference glossary (below) demonstrates the need for clarification on one hand and the tangible necessity for global comprehension and protection of traditional and identity-related expressions of businesses in a local environment, also due to the terms of the new Planning Regulations and the Piano Cervellati concerning historical cities.
This publication presents the results (which may be subject to increase and updating) for the category of Historical shops and markets, as a first step towards familiarity to be followed by similar and effective activities concerning different expressions of historical business and local crafts.