Last night, six first team players unveiled Fiorentina's new store in the historic heart of the city. With Filippo Brunelleschi's magnificent dome providing the backdrop, Giuseppe Rossi, Nikola Kalinic, Manuel Pasqual, Federico Bernardeschi, Ciprian Tatarusanu and Mati Fernandez greeted the awaiting crowds.
After having opened a similar small store in the city's Mercato Centrale - a place that showcases Tuscan cuisine to the many international visitors that visit the modern setting - the club have now opened another perfectly placed store to promote the club. Symbolic in its location in next to the landmarks that are inextricably linked to the city - the Cathedral of Santa Maria del Fiore, Giotto's campanile and the Baptistery -the store will not only appeal to tourists, but perfectly brings together the feeling of pride for the beautiful city and for the team.
Voted number one city by Conde Nast traveller for the second year in a row, Florence has an immesurable status as a tourist destination. If Fiorentina can place itself alongside the city, not only will it tap in to revenue created by the incessant wave of tourism, but for the Fiorentina fans themselves, it will serve to be a symbolic reminder of their pride for the team and for the city of Firenze.