Casa Victori (SS)

164 Pearl Street



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the story

Casa Victori (SS)

Casa Victori was a well-known grocery store which gained extensive recognition among Hispanics from around the world. It was most known for its dazzling array of colors and decorations that attracted new visitors each day. Among the many decorations, there were lights that illuminated the walls, ribbons placed in every corner, and fans and tambourines lined along the sides. Through the decorations, Joseph Victori, owner and manager of the store, sought to bring in vibrant colors of red and yellow to embrace the colors of their red and yellow Spanish flag.

The shop was located in the Wall Street district, precisely on Pearl Street. Before the days leading up to Easter, Hispanics would often recall the “rush” of people entering Casa Victori, looking to stock up on any snacks or groceries that they could; there were assortments of all varieties and selections for not only Easter, but for every gathering. Both local and non-local Hispanics from around the neighboring districts would also come to Casa Victori to admire its changing extravagant themes and decorations each season.

Over several years, Casa Victori gained widespread recognition for its offerings. It was first featured in a post in 1923 by La Prensa, a Hispanic-American newspaper source which publishes its works throughout New York City. Through the years, Joseph Victori often posted newspaper ads to La Prensa to expand his customer base. To commemorate his influence among the Hispanic community, the Bureau of Spanish Information of the International Telephone Company in New York held an exhibition in Casa Victori’s name to honor its services and successful management. While the store’s last known ad was later posted by La Prensa in 1927, Casa Victori continued on for many years following, spreading its influence among Hispanics around the world.