«Sociability is humanly rewarding»: interview with Edicola Erno Extracted from "Edicola Italiana", the first free press by nss edicola

There is a place in Rome, just a few minutes away from St. Peter’s Square, that carries the weight of the city’s history on its shoulders while today representing a vibrant meeting point for an entirely new generation. People do not come here simply to read: they come to live, to meet new people, to stop for a chat, and almost always end up staying longer than expected. Open not only in the mornings or on weekends, but from Monday to Saturday until late in the evening, this dark green metal kiosk was the first of its kind in Rome. For the capital, Edicola Erno is no longer just a brief stop where you buy a book or a magazine during a Sunday stroll, but a socially active place. Thanks also to collaborations with brands, pop-up stores, and other unconventional events for a traditionally old-school structure like a newsstand, the kiosk has turned into a hive of ideas, like an active nerve within the connective tissue of the city. “It’s not a bookshop, it’s not a store”, reads the project’s claim, “it is something sexy in between”.

The idea behind Edicola Erno, co-founder Andrea Mercuri explains, “came from the need to give independent magazines a new home and to offer the Italian newsstand a new opportunity through a contemporary lens.” The kiosk they identified to build this innovative hybrid between a shop and a social venue, between a public square and a living room, had been closed for ten years, Mercuri recalls. “My partner [Valentina Chiani, ed.] and I imagined this space together, establishing in Rome a new multidisciplinary narrative.” From 2019 to today, Edicola Erno has evolved from hosting small photography and publishing-related events to welcoming pop-ups, podcasts, and parties in collaboration with beauty, fashion, and lifestyle brands. In recent months alone, the counter of the newsstand has seen the most disparate objects passed from hand to hand: jewelry, ceramics, flowers, supplements, even canned gin and tonics. Most recently, they even celebrated the opening of a new luxury hotel in central Rome with a dedicated installation.

According to Mercuri, the success of the project lies in having been the first to use a Roman newsstand for events beyond the sale of books and newspapers, as well as in being able “to tell the story of an event digitally too, adopting our own language, which by now has developed a recognizable identity.” It did not take long after the opening in 2019 for brands to recognize the magnetic appeal of the space. “Unexpectedly, we started receiving requests from brands that saw its potential as both an exhibition and image-building platform,” says the co-founder. The possibility of customizing the newsstand has always encouraged companies to collaborate with spaces like this, Mercuri acknowledges, but what makes Edicola Erno special in the eyes of more demanding clients is that, despite being redecorated weekly with merch, posters, and other branded objects, its identity remains unmistakable to regular visitors. Visitors who, in turn, help shape the imaginary world surrounding this urban refuge.

Beyond social media content and temporary stores, the real value of Edicola Erno extends far beyond small screens, notifications, and digital metrics. Whenever the newsstand hosts an event, a lively buzz of people spontaneously forms all around the kiosk: old friends reuniting, strangers meeting who are about to become part of the same group, the first exchanged glances between two future lovers. In those moments, the space transforms into a meeting point for people from entirely different worlds. After years of being crossed only by distracted passersby, Piazza Americo Capponi has come back to life. The regulars, Mercuri explains, experience Edicola Erno not only as a place for networking or socializing, but also as a resource that allows them to connect with the international dimension of Rome.

“Print is not dying,” Mercuri says. From the very beginning, Edicola Erno has continued to host events dedicated to independent publishing: it supports the launch of new novels, welcomes authors into its space, and helps keep alive an industry increasingly in need of someone willing to amplify its voice. Through a fresh storytelling approach that perfectly reflects both the youthful taste of Edicola Erno’s audience and that of its founders, editorial selection here also passes through a broader curatorial vision. “The independent magazines and books we sell carry a storytelling built through narratives and images that stimulate the curiosity of our customers,” Mercuri adds.

The project clearly demonstrates how the function of the newsstand has profoundly changed today compared to the past. Despite this transformation, which is giving the newsstand renewed importance within the urban and social fabric, one of the main goals for many young local entrepreneurs like Mercuri and Chiani remains preserving the history of these structures. If changing the function of the newsstand means giving it a new chance to exist while continuing to honor its history, then pop-ups, collaborations, and temporary activations are more than welcome. These initiatives not only attract new audiences, but also help transform the newsstand into a dynamic space, capable of welcoming ever-changing encounters and ideas.

“The greatest satisfaction is connecting every day with people from the neighborhood and with new visitors,” Mercuri says, “over time we have collected memories and lessons: social interaction is deeply rewarding on a human level.” After all, has this not always been one of the greatest passions of newsstand owners? Making a neighborhood breathe, making a square vibrate, contributing to the collective memory of an entire district?