Toronto’s Corso Italia Launches New Campaign
to Promote Unique Culture on St. Clair West

June 6, 2007 -TORONTO, ON – Coloro Che Sanno is Italian for Those who Know. It is also the centre of a new brand image being adopted by the local business community in Toronto’s Corso Italia. The campaign is designed to raise awareness of the unique retail products, services and experiences that are common in this still vibrantly Italian Toronto neighbourhood. 

“Corso Italia is one of the best hidden gems for smart shoppers in Toronto who are looking for authentic European fashion, food and house wares,” said Connie Lamanna, Chairperson of the Corso Italia Business Improvement Association. “We are launching this campaign to draw attention to the authentic charm and experience that is our community. Where customers still connect daily with retailers, who work with pride and passion in the stores they own and operate.” 

The campaign, which launches today, includes new street banners and flower baskets, street festivals, plans for new boulevard improvements with new street lighting and park benches, and a new logo and website to showcase the wide variety of retail experiences available. 

The area, which was home to the largest wave of Italian Immigration in the 1950’s and 60’s, has experienced a resurgence in recent years. Young professionals and their families are rediscovering Corso Italia and moving back to restore the sturdy but elegant brick houses on stately tree-lined streets which are characteristic of the area. They relish the large yards and the front verandas that are still prevalent on most homes and feel a connection to the roots of the cultural energy that exists and can be witnessed in the Italian and European character of the stores and cafes that make up the retail district between Dufferin and Calendonia Road on St. Clair Avenue West. 

“We know from independent research and personal experience that people come to Corso Italia from all over Toronto and from places as far away as New York and San Francisco to find items they can’t find anywhere else” said Lamanna. “From one of a kind selections on olive oil to the latest high fashion designs from labels such as Anna Sui and Ermenegildo Zegna, our business owners often personally travel to Europe to find unique and special creations suited to their clients individual needs.” 

Many retailers in the men’s and women]s fashion stores are known for their repeat customers and will often make European purchasing trips with specific customer needs in mind. Other stores offer individual consultation and custom designs in such specialized areas as bridal fashion and children’s formal wear. Relying on word of mouth and individual customer references, local retailers have carved out a loyal clientele who value the personal attention to detail and service they can’t find elsewhere. 

“From welcoming regular customers through the back door to offering you an espresso while you shop, stores in Corso Italia find a way to make the experience personal and attentive,” says Gene Di Matteo of Genesis who has operated a men’s apparel shop in the district for 20 years. “People know that what they have here is special and it doesn’t hurt that we have the best gelato you can find anywhere in the country right on our street.” 

Corso Italia is a recognized centre of vibrant Italian culture in Toronto as evidenced by the large number of local sports fan clubs where European Football is watched with knowledge and passion. When Italy won the 2006 World Cup for Football the neighbourhood drew huge crowds of soccer fans throughout the tournament culminating in a crowd estimated at more than 100,000 people to celebrate the victory over France in the World Cup final. As the focal point for the largest celebrations in the city, Corso Italia once again confirmed its status as the recognized home of Italian culture and energy within the city. 

“For Those who Know, Corso Italia is where Torontonians come to celebrate and share in all things Italian, “said Lamanna. “We hope this campaign will make the charm of our neighbourhood more widely known to people looking to get a taste of the real and authentic Italian experience.” 

The Corso Italia BIA represents more than 250 local business owners and community members from the St. Clair West area. The BIA was founded in 1984 and works to support the ongoing development and promotion of the retail district and surrounding community.