{"id":9403,"date":"2026-03-19T10:19:34","date_gmt":"2026-03-19T10:19:34","guid":{"rendered":"https:\/\/botteghestoricheferrara.it\/?post_type=museum&#038;p=9403"},"modified":"2026-09-29T15:05:25","modified_gmt":"2026-09-29T15:05:25","slug":"pesaro-antica-merceria","status":"publish","type":"museum","link":"https:\/\/botteghestoricheferrara.it\/en\/botteghe\/pesaro-antica-merceria\/","title":{"rendered":"Pesaro Antica Merceria"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Pesaro Antica Merceria is one of the most historic businesses in the city, with one of its longest-standing family traditions, and is located right under the arcades flanking Ferrara&#8217;s Cathedral, the ancient Loggia dei Merciai.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Founded in 1875 through the entrepreneurial idea of its founder Aldo Pesaro, this shop reached its greatest expansion under the subsequent management of his grandson Ivo, who decided to expand into the adjoining Via Canonica, becoming at the time a point of reference for everything related to the purchase of yarns, sewing equipment, fabrics and curtains, haberdashery items, linens and classic clothing for men, women and children.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mr Ivo ran the shop from the post-war period until 2013, when the shop \u2014 by then a haberdashery \u2014 moved to its current location in Piazza Trento e Trieste, number 11, where the historic Magazzini Vittoria fabric shop, opened in 1911, had previously stood.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Until a few years ago, despite his age, Mr Ivo continued to be the mainstay of the business, visiting the shop every day to see his daughters Sara and Laura, now the shop&#8217;s owners, and their long-standing customers. A job, a life, a family, friendships\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This, too, is what Historic Shops are about.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pesaro Antica Merceria is one of the most historic businesses in the city, with one of its longest-standing family traditions, and is located right under&#8230;<\/p>\n","protected":false},"author":1,"featured_media":8560,"template":"","meta":{"footnotes":""},"museum-category":[246],"museum-tag":[228],"class_list":["post-9403","museum","type-museum","status-publish","has-post-thumbnail","hentry","museum-category-haberdashery","museum-tag-tailored-garments"],"_links":{"self":[{"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/museum\/9403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/museum"}],"about":[{"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/types\/museum"}],"author":[{"embeddable":true,"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":1,"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/museum\/9403\/revisions"}],"predecessor-version":[{"id":11299,"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/museum\/9403\/revisions\/11299"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/media\/8560"}],"wp:attachment":[{"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/media?parent=9403"}],"wp:term":[{"taxonomy":"museum-category","embeddable":true,"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/museum-category?post=9403"},{"taxonomy":"museum-tag","embeddable":true,"href":"https:\/\/botteghestoricheferrara.it\/en\/wp-json\/wp\/v2\/museum-tag?post=9403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}