{"id":2197,"date":"2025-01-17T13:04:45","date_gmt":"2025-01-17T12:04:45","guid":{"rendered":"https:\/\/staging.mantovasabbioneta-unesco.it\/?post_type=poi&#038;p=2197"},"modified":"2025-11-21T08:33:26","modified_gmt":"2025-11-21T07:33:26","slug":"casa-del-mercante","status":"publish","type":"poi","link":"https:\/\/mantovasabbioneta-unesco.it\/en\/poi\/casa-del-mercante\/","title":{"rendered":"Merchant&#039;s House"},"content":{"rendered":"<p><strong><em>A Venetian merchant in Mantua<\/em><\/strong><\/p>\n\n\n\n<p>Although Italy&#039;s two waterfront cities have always been linked, a Venetian house in the heart of Mantua is something that immediately catches the eye.<\/p>\n\n\n\n<p>This is about the <strong>Merchant&#039;s House<\/strong>, the Casa Bottega of Boniforte da Concorezzo, who, having been granted a monopoly by the Gonzagas to sell goods coming from Venice, thought of carving his \u201cadvertising poster\u201d in stone by building a house that in every way reproduced the style of the lagoon houses.<\/p>\n\n\n\n<p>A <strong>advertising poster<\/strong> in Piazza Erbe.&nbsp;<\/p>\n\n\n\n<p>In 1455, Boniforte inaugurated his residence: four Verona marble columns supporting an entablature with floral carvings and depictions of merchandise, and a majestic fa\u00e7ade with terracotta bands enriched by cornices and twisted columns, typical of the Venetian late Gothic style. Originally, the gold and blue colors were intended to accentuate the building&#039;s value as a visual landmark. <strong>Herbs Square<\/strong>, at the end of the Via Broletto axis, and Concorezzo must have been very happy about it.<\/p>\n\n\n\n<p>A peculiar feature of the <strong>Merchant&#039;s House<\/strong> They are the figures carved in bas-relief on the architrave above the windows, which bear the symbols of the goods in the store. An e-commerce experience from another era.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1280\" data-id=\"2201\" src=\"https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-1920x1280.jpg\" alt=\"\" class=\"wp-image-2201\" srcset=\"https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-1920x1280.jpg 1920w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-450x300.jpg 450w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-150x100.jpg 150w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-768x512.jpg 768w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-1536x1025.jpg 1536w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_2556026449-2048x1366.jpg 2048w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1280\" data-id=\"2199\" src=\"https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-1920x1280.jpg\" alt=\"\" class=\"wp-image-2199\" srcset=\"https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-1920x1280.jpg 1920w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-450x300.jpg 450w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-150x100.jpg 150w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-768x512.jpg 768w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-1536x1024.jpg 1536w, https:\/\/mantovasabbioneta-unesco.it\/wp-content\/uploads\/shutterstock_628105430-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n<\/figure>","protected":false},"featured_media":2200,"template":"","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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