Italy is coming to life this weekend in Southern California, as Visionarium, a new store dedicated to authentic Italian products, opens its doors in conjunction with the third annual Made in Italy Expo. Set for Saturday and Sunday, Oct. 19 and 20, the event offers an immersive dive into all things Italian, bringing a curated selection of Italy’s finest exports directly to South Pasadena.
With over 60 Italian products on display, from artisanal food and wine to fashion, art, and cosmetics, the event aims to capture the essence of Italian culture and lifestyle. Ten vendors will be on-site, having traveled from Italy to personally present their goods, while others will be represented by Visionarium, which seeks to bridge the gap between Italian businesses and the U.S. market.
“We decided to do both together because we are all Italian in our company… We have the vision to show to the locals how we usually live in Italy and what are the real ingredients and products we can bring in here because our main job is the open market for the Italian companies that want to establish their business over here in U.S., especially in California,” explains Lorenzo Lisi, co-owner of Visionarium.
Lisi, a native of Italy and long-time business professional, is passionate about more than just commerce—he views the event as a cultural exchange.
“We want to open eight of the same shops all around Los Angeles to be more in the market. And for us it’s challenging because not just selling products, we just show how the Italians live because in our shop we’ll open a wine bottle with Italian peppers to accompany, of course, the drink,” he says.
Lisi hopes Visionarium will become a cornerstone of Italian culture in Southern California, starting with this weekend’s festivities.
The expo will provide more than just an opportunity to shop; it’s designed to celebrate the full spectrum of Italy’s contributions to the world. Guests can explore various regions of Italy through its foods, wines, and crafts, all without leaving California.
In combining the store’s grand opening with the expo, Lisi envisions a long-term project that will strengthen the relationship between Italian businesses and American consumers.
“In quantity of products, we have around 60 or 70 products, but we have around 10 [vendors] in person that will show their products. The other ones, they just sent their products to us because we represent them in the meantime, and they shouldn’t be here,” he adds.
Part of the charm of the event is its location in South Pasadena, which, for Lisi, feels like a natural fit.
“First of all, because I live in Pasadena, in Linda Vista and close. Dealing with the traffic in L.A. is not my thing. The main point is I love the area, and I believe that Pasadena and South Pasadena is the most European area all around L.A. It’s quiet. There is a lot of green. It is more similar of Italy instead of Hollywood,” he says.
The selection of this location reflects the store’s ethos of authenticity and community engagement, qualities Lisi believes are essential to introducing Italian culture in a way that resonates with local residents.
In addition to promoting Italian culture, Visionarium is committed to giving back to the community.
“We create to be part of the community, and we would love to work with the community to [better] understand how to be proactive and more present for everyone. We also run a nonprofit organization, and we love to help the children in need with the 10% of our purchases we give to our nonprofits, and we want to have the community in this way,” Lisi explains.
The free-to-attend expo runs from 11 a.m. to 10 p.m. on Saturday, Oct. 19, and 11 a.m. to 5 p.m. on Sunday, Oct. 20. 1020 Mission Street, Unit H, South Pasadena. For more visit https://www.eventbrite.com/e/
