Läderach, Belotti, and a street that joined in

Via Nassa is Lugano’s boutique street, and in 2026 two of the businesses on it stopped being backdrop and became part of the weekend.

There were three activations in total. During the Via Nassa parade, Belotti presented a goodie bag to every car that passed. Läderach did the same. Then, the following day, Läderach was at the finish of the Junior Grand Prix, handing chocolate to each of the twenty children who had raced.

Small things, and that is rather the point. A concours can arrive in a city, occupy its squares for three days and leave without the city having taken part. What happened on Via Nassa was the opposite: local businesses choosing to meet the event where it stood, on their own street, in their own way.