Curated by artist Edoardo Dionea Cicconi, this open-air exhibition on Via Veneto unearths a hidden archive of 20th-century Italian life
Rome’s most iconic boulevard, Via Veneto in July is just pure cinema. The Roman sun dips low, brushing old palazzi in gold. A Vespa hums past a sidewalk café. Somewhere, a waiter folds a linen napkin with studied grace. And outside the Westin Excelsior, the past comes back to life in black-and-white frames.
From July 13th to 17th, Rome is stepping back into its most cinematic self. The newly unveiled Secret Archive spills across the façade of the Westin, sweeping down Via Veneto in an open-air exhibition titled Secret Dolce Vita. The exhibit is curated by contemporary artist Edoardo Dionea Cicconi and supported by Dolce & Gabbana. On display? Previously unseen photographs from Italy’s 20th century brought into the light for the first time, revealing the candid, unfiltered soul of old Italy.
La Dolce Vita
Before it became a slogan on too many linen T-shirts, La Dolce Vita—literally the sweet life—was the syrupy, slightly scandalous rhythm of Rome after the war. Coined by Federico Fellini’s 1960 film, it captured Rome in its postwar glow: champagne-fuelled nights, paparazzi and starlets on scooters, and an energy both restless and impossibly glamorous. But beyond the flashbulbs and fur stoles, there was something else: a Roman rhythm that mixed high society with street life, grandeur with grit.
Via Veneto was, and to this day, is its beating heart. A once-aristocratic stretch that became Rome’s most cinematic street. Rolls-Royces parked outside the Westin Excelsior, paparazzi lurking in potted palms, waiters who could slice a truffle without looking down.
Secret Dolce Vita
Don’t expect a historical walk-through. Curator Cicconi, a contemporary artist with a soft spot for emotion over chronology, organises the images not by date, but by feeling. He strings together moments, both monumental and mundane, in emotional rhythm: a politician mid-toast, a boy chasing pigeons, Sophia Loren between takes. The effect is arresting, cinematic and yet very intimate. There’s no gallery. No ticket. From July 13 to 17, 2025, visitors can wander Via Veneto, where the images unfold like scenes in a film.
Where to stay, sip, and soak it in
Book a stay at The Westin Excelsior, the exhibition’s epicentre with its grand historic lobby, which is touted to be the ideal spot for lingering post-viewing. Or check in the Jumeirah Grand Hotel Via Veneto, a modern-luxe option with original Dalí and Miró in the lobby. Or lean into full Roman regality at Regina Hotel Baglioni, once home to Queen Margherita herself. It’s got the crown-moulding, the chandeliers, and a breakfast spread that deserves a black-and-white photo. Swing by Restaurant Doney at The Westin, where Chef James Foglieni serves a sustainably minded aperitivo spread and a delectable, home-made focaccia that will have you calling for seconds. For something with more drama (and a killer veal involtini), Elle Ristorante Bar layers Roman recipes with mood lighting and a whisper of modern flair.
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