via nassaVia Nassa attracts residents and tourists, offering a showcase of luxury and modernity. However, in recent years it has faced several challenges and opportunities, influenced by economic, social, and cultural factors. One recent topic of discussion is Sunday closures, which limit retail opportunities, particularly during peak tourist periods. However, there are also voices arguing that a day of rest can foster higher quality service and a more relaxed shopping experience. At the same time, Via Nassa has seen the arrival of new brands, enriching its retail offering. The opening of high-end fashion and lifestyle stores attracts a diverse clientele, which has proven crucial to maintaining its appeal. Furthermore, the organization of events and shows has played a crucial role in promoting Via Nassa as a hub for socializing. Cultural events, markets, and various other events attract visitors and increase the visibility of local businesses. These initiatives not only enhance the customer experience, but also help create a sense of community and belonging.

via nassaLugano has seen an uneven trend in international tourist flows, due to various factors, including the pandemic on the one hand and the city's promotion as a business and leisure destination on the other. However, it is important to consider how global economic fluctuations and travel trends may impact these flows.

In short, Via Nassa in Lugano represents a microcosm of contemporary commercial and social dynamics. Facing the challenges of Sunday closures, welcoming new brands, and organizing events, this street continues to evolve and remain a center of attention for both locals and tourists. Its ability to adapt to change while maintaining its identity will be crucial for the future.

Participated in the investigation:

via nassaHow do you assess the current retail situation on Via Nassa, given the store closures, controversies surrounding opening and closing hours, and the trend in domestic and international tourist flows?

RMVia Nassa, like all major European shopping streets, is undergoing a transformation. In Lugano in particular, the loss of banking secrecy has profoundly changed traditional customer flows, forcing us to look at new international targets and strengthen our appeal to a local Swiss and European audience.
At the same time, we are observing changing consumer habits among younger generations, who are looking not just for the product but for the experience: commerce must therefore become increasingly integrated with culture, entertainment, and hospitality.
In this scenario, Via Nassa maintains a unique resilience thanks to its inimitable mix of luxury, tradition, and service, which makes it a brand in itself: a name that evokes elegance, exclusivity, and quality.
It's also significant that major fashion brands are gradually reevaluating the role of boutiques on iconic streets, scaling back outlets and online shopping. This trend confirms that proximity, human connection, and direct experience will once again be central, and Via Nassa has all the credentials to remain a key player in this new era.

AP: "Via Nassa has always been a natural shopping center of the highest caliber, attracting a high-end international clientele. In reality, few shops are currently closed, and the Via Nassa Association has done a great job clarifying opening hours, including Sundays, by clarifying the procedures and options for opening."

via nassaEB.: "I must admit that I enjoy a somewhat unique position compared to other businesses and shops on Via Nassa, having been present on this central street in Lugano for four generations. Initially, we sold general food, then increasingly specialized in niche products (for example, we offer caviar exclusively), and finally, we offer a delicatessen that, while maintaining a selection of delicacies, attracts a very diverse clientele who frequent our establishments at all hours of the day. The service we offer is therefore less subject to issues related to opening hours and holiday closures, as we experience a diverse customer flow throughout the day, including regular customers and shoppers, office workers, and tourists visiting the city. In any case, we recognize the difficulties inherent in Sunday openings and the need for flexibility in opening hours that reflect the unique nature of the products and services offered."

In your opinion, what development model should be adopted to foster a lasting revival of commercial activity in central Lugano?

RM: "The revitalization of downtown Lugano—and Via Nassa in particular—can only be achieved through a development model based on the quality of the experience. Today, simply opening a boutique is no longer enough: we need to transform the visit into a unique experience, combining luxury, culture, hospitality, and discovery of the local area.
This means investing in a coordinated ecosystem: widespread events that attract new audiences, Sunday and holiday openings that make the street more accessible, integrated communication that unites physical and digital, and hospitality services designed for those traveling with new "short break" habits and for families.
At the same time, sustainability and innovation must be considered: contemporary luxury is measured not only by the product, but also by social responsibility, attention to the environment, and the ability to offer authentic experiences.
Ultimately, the winning model will be collaboration: between retailers, with city and tourism institutions, with major international fashion houses, and with local businesses. Only with a shared project can Via Nassa consolidate its role as an international showcase of excellence.

via nassa Almire PichonTo ensure an efficient development model, in my opinion, it's necessary to continue investing in activities related to the art of beautiful things: a street with widespread exhibitions of international scope, vibrant and full of light, and elegant events, will always attract a high-profile audience, and together with a renewed sense of security, it can aspire to become a major center of excellence. Strength in numbers...

EB: "I wouldn't talk so much about a specific development model for Via Nassa as about a customer approach that should involve all businesses, regardless of their type—be it a major luxury brand or a store more rooted in local tradition. In other words, I'm referring to the quality of hospitality we're able to offer, and this belief stems from years of experience working with customers who, above and beyond, always appreciate recognition, attention, and willingness to offer advice."

How do you assess the municipal and cantonal policies regarding the problems in your sector, and what interventions do you think should be promoted more?

RM: "The Municipality and the Canton have demonstrated sensitivity to the issue of commerce, but today we need a broader and more structured vision. Specific measures aren't enough: the city center must be conceived as a living ecosystem, combining mobility, tourist appeal, livability for residents, and competitiveness for businesses.
I consider three priority interventions. First: more fluid and sustainable mobility, making access to Lugano simple and pleasant, especially for those arriving by car. Second: coordinated planning of city events, which today often overlap or diverge, even though they could be mutually reinforcing. Third: policies to support innovation and the digitalization of commerce, essential for capturing new consumer trends.
For our part, as an Association, we are ready to collaborate and make concrete proposals. But we need a political-institutional control room that creates a system, transforming Lugano into a truly competitive city in the European panorama."

AP: «I don't have enough experience in political matters to be able to express an opinion on the matter.»

EB: "I believe the safety measures undertaken over time are bearing fruit, ensuring an overall environment that is certainly favorable to the development of commercial activities. Progress has also been made in enhancing the initiatives periodically held along Via Nassa. As Christmas approaches, I must mention, for example, the Christmas market stalls. After some controversy, in recent years the items on offer have been more carefully selected, increasing the overall appeal of the event."

As the Via Nassa Association, what initiatives or events have you implemented or are planning to boost trade and attract more visitors?

RM: «In recent years, the Via Nassa Association has invested heavily in creating events that transform the street into an open-air stage.
Dinner Under the Stars, now in its third year, has become a symbol of elegance and conviviality: an event reserved for member boutiques, who have the opportunity to welcome their customers in an exclusive and refined setting, thus strengthening the personal bond and the identity of our Street.
Another area we're working on is coordinated Sunday openings: despite past attempts, we haven't yet succeeded in implementing them. However, it's a goal we continue to pursue with determination, in collaboration with institutions and trade associations, because we believe it represents a fundamental step towards making the city more vibrant and attractive on weekends.
Finally, we are reopening the street to cultural and experiential initiatives: extended exhibitions, art-related events, and collaborations with tourism institutions. The goal is to make Via Nassa not just a shopping destination, but a space for living and meeting, where beauty and hospitality come together in a unique experience.

AP: "As an Association, we're thinking about events tied to high-level contemporary art that are also democratically accessible to the general public, who, in some cases, can be the protagonists... A new Christmas is also in the works, because the right music and lights can help create that magical atmosphere that we all experience. Of course, we'll then continue with the Dinner Under the Stars: an opportunity to show that elegance and beauty can also embellish our beautiful Via Nassa."

EB: "As the Via Nassa Association, we promote numerous and varied initiatives throughout the year. Continuing with next Christmas, I'd like to point out that as part of the market, there will be gourmet stalls in Piazzetta San Carlo, with the hope of drawing some of the crowds that usually flock to Piazza della Riforma to this part of the street. It would also be very positive if the street's Christmas lighting and decorations weren't left primarily to the initiative of individual shop windows, but instead saw a more committed participation from the municipal administration. Via Nassa is a great resource not only for the businesses that line it, but for the entire city of Lugano."

What are your predictions for the future of retail on Via Nassa, considering current trends in the luxury and tourism markets?

RM: «The future of retail on Via Nassa will inevitably be influenced by the evolution of the luxury market and international tourist flows, which remain volatile.
However, we look ahead with confidence: major brands are gradually reducing outlets and online channels, recognizing the irreplaceable value of physical boutiques on iconic streets.
This trend benefits us and strengthens Via Nassa's position as a prime destination. Quality tourism, increasingly focused on experience and authenticity, will find a focal point in our street. At the same time, we aim to engage with new generations of consumers who seek not only luxury but also sustainability, responsibility, and a connection to the local area.
Our commitment will be to keep Via Nassa alive as an international brand, capable of evolving with the times without losing its identity: a place where tradition and exclusivity intertwine with innovation and experience, continuing to attract visitors and customers from all over the world.

via nassaRS.:« I'm pleased to note that Montblanc recently opened on Via Nassa and that Hermès is expanding its store: two important and very positive signs from highly prestigious brands. Regarding opening hours, I've always wondered how it was possible for the state to set days and hours for private businesses. With the new law and Lugano's recognition as a tourist destination, opening hours are now in the hands of the retailers, who can adapt them to their customers' needs.
Thanks to the constant police presence, both visible and hidden, our city is a safe place, a quality that is increasingly rare elsewhere. Recent, albeit rare, unpleasant incidents have always resulted in the immediate arrest of those responsible by law enforcement, thus sending a clear signal to potential future criminals.
“Tourist Lugano” needs its Via Nassa: a prestigious street, with a strong image value, which helps make a relatively small city like Lugano unique.

AP: "In such a global market, where international dynamics shift moods from one day to the next, it's not easy to plan or predict. It's difficult to predict the luxury or tourism markets given the international landscape. It's easier, however, to try to live in the here and now, appreciating what we already have in the crucial effort to enhance its strengths and mitigate its shortcomings. As a destination creator, you must certainly never stop dreaming, so who knows what the near future holds."