Via Veneto
Experience the Dolce Vita in Rome with a Vespa tour along Via Veneto: an unforgettable experience between glamour and history, or discover the magic of Via Veneto with a bike or scooter tour: explore Rome’s Dolce Vita and iconic movie locations, and if you want to take an exclusive and relaxing tour you can choose a comfortable tuk tuk and experience the legendary 1960s with your friends.
What you need to know about Via Veneto
Via Veneto, officially known as “Via Vittorio Veneto,” is one of the most famous and elegant streets in Rome. Known for its luxury hotels, fine cafes and historical significance, Via Veneto became iconic in the 1960s during the “Dolce Vita” era. The street was a hotspot for celebrities, filmmakers and aristocrats, thanks to Federico Fellini’s famous film *La Dolce Vita*, which showcased the glamour and lifestyle associated with Rome at that time. Located in the center of the city, Via Veneto stretches from Piazza Barberini, near the Barberini subway stop, is also home to several important buildings, including the U.S. Embassy, located in the prestigious Palazzo Margherita.
History and Cultural Significance: Via Veneto was built in the 19th century, during the period of great urban development in Rome after the city’s annexation to the Kingdom of Italy. In the 1950s and 1960s, it became famous as a symbol of Rome’s “Dolce Vita,” attracting international stars, film directors, and celebrities, particularly thanks to Fellini’s film, which helped make the street synonymous with luxury and worldliness.
Architecture and Historic Palaces: Along Via Veneto are numerous historic and prestigious buildings. In addition to the Palazzo Margherita, home of the American Embassy, there are other elegant structures such as the Palazzo della Margherita, designed by Gaetano Koch, and various Art Deco and Art Nouveau hotels. These buildings, with their lavish facades, contribute to the street’s charm.
Cafes and Nightlife: During the Dolce Vita years, Via Veneto was the beating heart of Roman nightlife, with famous cafes such as Café de Paris and Doney, frequented by celebrities such as Audrey Hepburn, Marcello Mastroianni, and Sophia Loren. Although many establishments have closed, the street still retains some renowned restaurants and cafes that recall the elegance and atmosphere of years gone by.
The Fountain of the Bees: At the beginning of Via Veneto, in Piazza Barberini, is the Fountain of the Bees, a Baroque fountain designed by Gian Lorenzo Bernini. The fountain, with its distinctive shell shape and decorated with bees, was commissioned by Pope Urban VIII, whose family crest included bees. It is an example of the rich artistic heritage found along the street.
Proximity to Places of Interest: Via Veneto is close to some of Rome’s most iconic sites, such as the Trevi Fountain, the Spanish Steps, and Villa Borghese Park. This strategic location makes it an ideal stop for tourists, who can stroll among its elegant stores and then walk to many of the city’s main points of interest.
Events and Celebrations: Throughout the year, Via Veneto hosts various events, including film festivals and fashion shows. This keeps the legacy of the Dolce Vita alive, celebrating the street as a meeting space for culture, art, and glamour.
Curiosities
The Paparazzi Myth: The word “paparazzo” comes right from La Dolce Vita and Via Veneto. In the movie *La Dolce Vita*, the photographer Paparazzo would incessantly follow celebrities to capture exclusive moments. This led to the birth of the figure of the modern “paparazzo,” turning Via Veneto into a place where people went specifically to see (and be seen by) celebrities.
Once Frequented by Nobles: Before the Dolce Vita era, Via Veneto was one of the most popular streets for Roman and foreign aristocracy. In the first half of the 20th century, European nobility often stayed in the area’s grand hotels, which offered exclusive views of Villa Borghese and luxurious surroundings.
The Secret Underpass of the U.S. Embassy: Among historical curiosities, the U.S. Embassy at the Margaret Palace has an underground underpass, built during the Cold War, that allows for safe evacuation of the building. This tunnel connects the embassy with another building to provide an escape route reserved for diplomats.
Iconic Film Location: In addition to *La Dolce Vita*, many other films were shot on Via Veneto, including scenes from Roman Holiday and Ocean’s Twelve. These films immortalized the elegance of the street, also making it internationally famous as a symbol of beauty and glamour.
The ‘Cemetery’ of Celebrities: Near Via Veneto is Rome’s Non-Catholic Cemetery, where famous figures such as poet John Keats and author Percy Bysshe Shelley are buried. Although it is not directly on the street, many visitors to Via Veneto make a detour to pay homage to these great figures in history and literature.
One of Rome’s Most Expensive Streets: Renting or buying property on Via Veneto is extremely expensive, even by Rome’s standards. As a high-profile location, the street is home to boutiques, restaurants and hotels offering luxury services, making this street among the most exclusive in the city.
The Charm of Historic Underground Parking: In the 1960s, the City of Rome built one of the first underground parking lots right under Via Veneto, a first for the time. This infrastructure was tasked with decongesting traffic that was increasing due to the influx of visitors, helping to keep the street elegant and viable for pedestrians and luxury cars.
The Source of Inspiration for Luxury Streets in Other Cities: The success and glamour of Via Veneto has inspired other Italian cities to create their own “luxury streets,” such as Via Montenapoleone in Milan and Via Tornabuoni in Florence, but none has ever been able to match the mythical aura of Via Veneto.
Choose your favorite Vespa tour to visit Rome
Grand Tour of Rome
Rome Movie Set
Castelli Romani
Rome and Ostia Antica
