Giuliana Longo
- LABORATORY: Giuliana Longo
- PRODUCTS: Hats
- MATERIALS: Straw, Fabric
- NEIGHBORHOOD: San Marco
- AVAILABILITY: Open to the public
- OPENING HOURS: 10am–7pm (Mon–Sat)
- ADDRESS: Calle del Lovo, 4813
A steady stream of passersby flows past the window, moving from Rialto to San Marco. This is the heart of Venice, San Salvador—specifically, the Fabbrica dei Sarti, adjacent to the Scuola Grande of San Teodoro, designed by Palladio himself. Inside this historic space, Giuliana Longo, Venice’s master hat maker, reigns over her compact shop and workshop. The vibrant space, largely unchanged since its founding as a family business in 1901, is a treasure trove of creations for all heads and whims.
The shop window is a kaleidoscope of hats, a testament to her whimsy and creativity: signature Panamas—she nurtures a special fondness for Ecuador, where she travels to whenever she has a chance—and Montecristis, wide-brimmed straw and wool hats, bonnets and felt caps, all displayed alongside a sign reading “artisan seamstress” and "Historic Enterprise of Italy." all accompanied by a sign reading “artisan seamstress”and “Historic Enterprise of Italy.” A playful card features a Panama hat with the cheeky phrase: “It keeps dust away from your head, and also from your brain.”
Inside, Giuliana is a whirlwind of activity—sewing, designing, and selecting ribbons in the back of the shop, while advising, attending to customersand cracking jokes in the front. Her energy and humor are contagious, translating seamlessly into her distinctive designs. Her collection ranges from custom-made caps of all sapes and bold special-occasion pieces adorned with flowers and nets, to classic gondolier hats and bonnets in a rainbow of colors. Balancing heritage and novelty—creating new things is the soul of her practice—Giuliana constantly experiments with techniques, materials, and combinations, setting trends in hat-making while maintaining the traditional styles that made her name and that locals and visitors adore.