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And so, in the fall of 1938, was born the idea of the shop at the same time the name it would bear: with an exclamation! In via de’ Tavolini, just a few step from via de’ Calzaioli and Piazza della Signoria. There was an old shop, run by a swiss, that sold polenta and chestnut cake. Mr. Ugo Ravaioli, the founder and for decades the owner of  Perchè no!…, saw in the ideal location for starting up his new activity. By 1939 the essential of the shop had been completed, and it was ready to open to the public; since than it has become one of the Florence’s most refreshment spots. It  seemed that the outbrake of World war II would threaten the great success  Perchè no!… had enjoyed ever since its opening.