Just like many women in the quarters of Naples, Concettina deep-fried her pizzas right on the street corner.

Everyone knew her as “the woman near the Tre Santi wall-shrine.” Such were the simple beginnings of the family establishment in Via Arena alla Sanità, today a benchmark highly respected far beyond the boundaries of this colourful, bustling quarter, an area currently undergoing a radical and very promising urban re-structuring launched “from the bottom” by the people themselves.