Here’s how the nss edicola and Tassoni event went A celebration of “Neapolitan Yellow” and Neapolitan tradition
On May 21, Piazza San Pasquale in Naples was transformed into a celebratory space dedicated to the Neapolitan Yellow, the core of the initiative created by nss edicola and Tassoni. The project debuted with a party hosted at nss edicola, accompanied by a DJ set curated by Soul Express. From May 22 to 24, the experience expanded, turning nss edicola into a cultural hub devoted to narrating the story of Neapolitan Yellow and, more broadly, the Neapolitan tradition. Yellow has always played a leading role in Naples’ cultural imagination: it runs through symbols, music, and forms of social gathering, becoming an integral part of the city’s identity. Through a series of offline and digital contents, alongside special collaborations, Neapolitan Yellow explores this colour from different perspectives, including everyday rituals through Cedrata Tassoni.
The seafront welcomed artist Sante SVM, who performed Moon, a track from his latest album, recalling the legend of Nisida and Posillipo while evoking a retro aesthetic inspired by Tassoni’s historic campaigns with Mina. Continuing the narrative was creator Pasquale Monda, who crafted a social storytelling voice-over through urban details and scenes of everyday life, sensitively capturing the tradition and poetry of the Neapolitan Yellow. Designer Edoardo Amoroso created a 3D BitterTass carrier bag inspired by the silhouette of the citron flower: a one-of-a-kind piece designed to accompany days by the sea, bringing the drink to the shore and sharing it with friends among the sound of the waves and the light of sunset. In this context, among the thousand colours of Naples, yellow emerges: the yellow of lights glowing in the alleyways at night, of tuff stone overlooking the sea, of the sulphur of the Phlegraean Fields, of San Gennaro’s Yellow Face. In the narrative created by nss edicola and Tassoni, the Neapolitan Yellow continues to become the vehicle for a story made of traditions, rituals and everyday life, authentically reflecting the soul of Naples.