From the late 19th century well into the 20th, Alassio, Italy, had developed from a seaside resort popular with the English upper classes to a cosmopolitan spot for the literati and high society tourists. Caffè Roma, a historic venue owned by the Berrino family, came to be a meeting point and a social hub for the jetsetters and artists staying in the town. Ernest Hemingway was one such patron in the early 1950s.

Hemingway was, in fact, among the first to have his signature on the wall. The American writer played a key role in the conception and creation of Liguria’s own version of the Hollywood Walk of Fame. Legend has it that cafè owner Mario Berrino detested the bare wall that sat opposite his establishment. He conceived a plan to turn the dull affront into something a bit more spectacular.