Viale Ceccarini, Viale Dante

Hotels near Viale Ceccarini and Viale Dante in Riccione: a selection of hotels in Riccione near Viale Ceccarini and Viale Dante, offering all-inclusive deals. When you think of the ultimate shopping experience, you certainly think of major streets such as Via Condotti in Rome, Via Montenapoleone in Milan, or Viale Ceccarini and Viale Dante in Riccione, streets where the leading Italian fashion houses have chosen to establish a presence, with boutiques showcasing the full range of the current season’s collections – clothing, accessories, jewellery, footwear… the full spectrum of fashion is on display.

Viale Ceccarini and Viale Dante were fully recognised as among the most famous shopping streets in Italy – and perhaps in Europe – given that Italian fashion was a world leader in the 1960s. Originally, the street was a path leading to the sea, known to locals as ‘viola’ (a narrow lane), and it was not until 1912 that it was given the name Viale Ceccarini.

The avenue runs the entire length of this small town in the Romagna region; it starts on the hill where the hospital stands, crosses the railway line and stretches all the way to the sea, covering a total distance of 1.3 km.

Maria Ceccarini was one of the city’s benefactors; having fallen in love with the beauty of the place, she decided to invest in its development by donating funds for the construction of the hospital, and the grateful city named its most important street after her.

The shopping area, however, begins at the railway bridge and stretches along the pedestrian promenade leading down to the sea. The promenade is lined with 110 giant pine trees and opens out onto the beach square, where there is now a permanent stage for hosting musical and theatrical events.This promenade, which has been at the heart of Romagna’s ‘dolce vita’, has seen thousands of actors, dancers, DJs, industrialists, models, and figures from the worlds of finance and politics from all over the world pass through its streets over the last 40 years.

The world’s most famous nightlife scene springs from Viale Ceccarini – the ‘hangout’ for the most prominent PR figures on the Romagna Riviera; the avenue is the most prestigious social hub of the European summer.

Dolce&Gabbana, Armani, Ferretti, Trussardi, Paciotti, Borbonese, Botticelli, Diesel, Swarovski, Rolex… These are just some of the shops lining this charming avenue, which is made even more ‘magical’ by the music that plays constantly through fixed loudspeakers all year round, and which also features a mobile radio DJ studio broadcasting live programmes throughout the summer.

Viale Ceccarini never sleeps; it’s bustling all year round. Whilst in summer it comes alive with colour between an aperitif at the Blue Bar and a pizza at Canasta, in winter it takes on the atmosphere created by the ‘little mirrors’ hung in the trees at Christmas or the colours on display for Carnival. Viale Ceccarini was also the first street in Italy to introduce Wi-Fi.