One day in 1946, in those hectic months after WWII, in a quiet courtyard at 61A of Via Condotti, Guglielmo Battistoni founded his original shirt boutique. He was first and foremost a shirt maker, with that hint of the obsessive touch which marks the true artist. Since then, the name Battistoni has always been associated with extreme elegance and high-end Italian craftsmanship, defining an international – yet exclusive – standard for timeless taste. The shop was designed by Minciaroni and Mariani, two architects capable of matching technical installations and furnishing with a sensibility apt to supply subtle self-deceptions on the consciousness of one own’s human body. Shortly afterwards, Battistoni made of that first shop – and of a second one opened nearby – the standard for exquisite taste, contaminating his neighbours, and effortlessly prevailing on all Via Condotti. From then on, that small atelier was destined to become a much sought after club for monarchs past and present, for magnates of industry and finance, for aristocrats, actors and for a certain elitist and understated Cafe’ Society. One would not be mistaken when stating that Guglielmo Battistoni was somewhat ‘the inventor’ of Via Condotti.