Sicily’s most celebrated panettone maker—famous for collaborations with Dolce & Gabbana and fans from the Vatican to the White House—lands in SoHo just in time for the holidays
NEW YORK— It’s not every day that a dessert with a résumé longer than most Hollywood stars lands in SoHo. Fiasconaro, Sicily’s most famous panettone maker—whose golden, fragrant loaves have been served to three popes, gifted to presidents and even launched into space aboard NASA’s Space Shuttle—opened its first-ever U.S. flagship store at 422 West Broadway on October 16, 2025.
The opening, presided over by Italy’s Consul General Fabrizio Di Michele during Columbus Week, brings 70 years of Sicilian artisanal excellence to downtown Manhattan. For Italians, panettone is far more than holiday bread—it’s an edible symbol of togetherness, generosity and family pride.
Fiasconaro’s Grand Opening in SoHo, New York (VIDEO)
From Medieval Sicily To Manhattan
Founded in 1953 in Castelbuono, a medieval town in Sicily’s Madonie mountains, Fiasconaro remains a family affair spanning three generations. What began in a small Sicilian borough has evolved into an international ambassador of Italian excellence, now exporting to 65 countries worldwide.
Master pastry chef Nicola Fiasconaro, who was named a Knight of Labor by Italian President Sergio Mattarella in 2020, traveled from Sicily with his brother Fausto and niece Agata to personally mark the occasion. “For us, being in New York today is, in some ways, an act of duty,” Nicola said. “For over thirty years, Made in Italy has triumphed here. With this flagship store, we bring our Sicily to the heart of SoHo—its colors, fragrances and harmonies that tell the story of Italian beauty.”
A Panettone That Went To Space
Fiasconaro’s credentials are genuinely otherworldly. In 2007, their panettone traveled to space with Italian astronaut Paolo Nespoli aboard NASA’s Space Shuttle Discovery, likely making it the only artisanal pastry to reach the stars. At the opening, European Space Agency astronaut Luca Parmitano joined the celebration—a fitting presence given the brand’s cosmic history.
“Having Luca Parmitano here in New York today is a great honor,” Nicola said. “Sicily is a land that always rises again, radiating light, art and culture. We share with him the pride of bringing Italian beauty and talent to the world.”
The brand’s reach extends from space to the Vatican, where their panettone has been offered as gifts to three popes, and to the White House. Their collaboration with fashion house Dolce & Gabbana transformed packaging into collectible art, elevating the traditional Christmas bread into a luxury design object.
The SoHo Experience
The new flagship offers an immersive journey into Sicilian pastry-making tradition. Visitors can explore signature panettoni naturally leavened with mother yeast and enriched with Sicilian pistachios, Modica chocolate, citrus and Marsala wine, alongside artisanal spreads and traditional sweets.
The opening night celebration captured the brand’s ability to bridge worlds: actress Whoopi Goldberg mingled with Italian dignitaries while Brooklyn indie band Beach Fossils—who headlined the 2024 Ypsigrock Festival in Castelbuono—provided a DJ set, creating an organic connection between the medieval Sicilian town and Manhattan’s creative energy. Chef Ugo Mattei of Prima Cucina Corp paired culinary offerings with wines from Donnafugata, the renowned Sicilian winery.
Tradition Meets Innovation
“Tradition is the foundation of Sicilian pastry making,” Nicola Fiasconaro explained. “It connects us to our history and culture. I always aim to respect those roots while also infusing my own creativity into the process.”
This philosophy has transformed Fiasconaro from a local bakery into an international symbol of Italian craftsmanship. The company remains deeply rooted in Castelbuono—a town nominated in 2023 to become a UNESCO Creative City of Gastronomy—while expanding its global footprint.
The American Market
The U.S. expansion represents a strategic milestone for the brand. Fiasconaro has been present at the Fancy Food Show for over three decades, gradually building recognition for Sicilian-style panettone in the American market. The SoHo flagship crystallizes this long-term investment, offering New Yorkers direct access to products that embody 70 years of family expertise and uncompromising quality.
Fiasconaro’s arrival adds a new dimension to New York’s luxury holiday food scene, where panettone enthusiasts can now skip the import aisle and step directly into a Sicilian experience. The flagship will showcase the full range of offerings, from miniature collector’s tins to monumental “Maximus” loaves—ideal for those whose holiday table doubles as an Instagram backdrop.
Whether shopping for a sophisticated host gift or a personal midnight indulgence, Fiasconaro’s New York debut offers more than dessert—it’s a story of three generations, artisanal dedication and the enduring appeal of Italian excellence that has literally reached for the stars.
The Fiasconaro flagship store is located at 422 West Broadway in SoHo and showcases the brand’s full collection of artisanal Sicilian pastries and confections.
