Magazzini Duilio 48, Art Deco commercial building in Viareggio, Italy.
Magazzini Duilio 48 is a two-story rectangular building with pillars creating display windows on the southern side, while the upper floor features curvilinear windows and decorative wrought-iron railings. The ground floor was designed as a commercial space, with residential areas accessible through a rear staircase.
Built between 1927 and 1930 following the 1917 fire in Viareggio, the structure was part of a reconstruction effort that replaced wooden coastal buildings with permanent masonry construction. This period marked a fundamental reshaping of the city with modern architectural styles.
The building was a branch of Emporio Duilio 48, founded by Joseph Siebzehner, who introduced Italy's first mail-order catalog combined with fixed-price retail. This business model changed how people shopped at the time.
The building is located at Viale Regina Margherita 25 with a layout typical of historic structures, featuring an elevated entrance and visible architectural details from the street. The best time to visit is during daytime when the facade is fully lit and window details are more visible.
In the 1990s the building transformed into the Liberty Store, specializing in music and video games, while the historic exterior features remained untouched. This repurposing showed how modern retail adapted to historical structures.
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