nss edicola was born, or rather took shape, in December 2023, when during the Immaculate Conception weekend its first physical newsstand opened in Naples, in Piazza San Pasquale. The initial idea was to celebrate the J’Adore Napoli project, which for the past three years has been exporting Neapolitan heritage and culture through the streets of the city and beyond, while at the same time addressing one of the most visible crises of contemporary urbanism, the gradual disappearance of newsstands. The phygital revolution of nss edicola Following the success of Naples and a series of temporary activations, nss edicola also opened in Milan in July 2024, in Piazza Bruno Buozzi. Two permanent presences that, over time, have generated more than one hundred events, involving over thirty thousand participants, while a series of lines have gone viral, from J’Adore Napoli to Ti Amo Milano Ti Odio, as well as Roma6Unica and Bacioni da Firenze, alongside collaborations with Marchesi, Elodie, Looney Tunes, and Gay-Odin. Today, nss edicola has become much more than a simple kiosk. It is the new media platform of the nss group Edicola Italiana, the free press In recent years, the number of newsstands in Italy has dropped dramatically, going from more than 30,000 to just over 12,000 still in operation. This contraction does not affect only an economic sector, but a widespread cultural infrastructure made up of everyday, recognizable places capable of creating connection and a sense of community. The free press Edicola Italiana is conceived as a journey across Italy, bringing different experiences into dialogue, from historic newsstands that have endured for decades to those that in recent years have found new forms of regeneration, transforming into hybrid spaces between retail, culture, and social life. What will nss edicola be about? The expression “third place”, although overused in recent years, first of all means taking pressure off a space, freeing it from an overly defined function and allowing it to exist even without a precise purpose. It is not home, it is not work, it is not a place where you are required to do something, but a space that remains constantly available. In the case of nss edicola, this is particularly evident, because historically the newsstand has always been a place of passage, embedded in the daily flows of the city. The difference today is that this passage can turn into a pause, even a brief one, where a relationship is formed, a few words are exchanged, and one observes what is happening around. Not necessarily through structured events, but through a constant, everyday presence that becomes part of the rhythm of the city. The very same cities that will be told through the new evolution of nss edicola.