A stone’s throw away from Zürich’s traffic nexus Bellevue, at a safe distance from Bahnhofstrasse’s extravagant and standardised luxury retail windows, sits one of the city’s best-kept, playful secrets. Behind glass windows, an eclectic selection of books, toys and vintage calendars with motifs from the 1950s vie for attention, giving off just the slightest hint of the million wonders that await inside.
Italian born and bred, but having moved to Zürich for love in her twenties, Antonella Ghelardi Keiser had a passion for stories and storytelling that sparked the idea of opening a small bookshop to be able to provide reading material in her mother tongue for her own two children. When a small location in a side street off Rennweg became available, Antonella jumped at the opportunity and opened Zürich’s then-first multilingual children’s bookshop in 2001, with a modest selection of classic children’s books in Italian, English, German and French. Honouring her roots, she named it after one of the world’s most beloved characters in children’s literature who had sprung from the pen of an Italian author: Carlo Collodi’s The Adventures of Pinocchio.
The lovingly selected choice of books and toys soon caught the attention of Zürich’s international community, and Mr. Pinocchio became a popular hotspot for both parents and young readers of all ages and nationalities. Four years into its existence, the shop had outgrown its premises and moved into better-located grounds on Oberdorfstrasse, where it still resides today.
From the get-go, the store has been powered exclusively by a small group of women, among whom is Antonella’s daughter Giulietta—when she is not tied up in her studies at Zürich University. “It is a real family affair,” Antonella laughs, and her eyes sparkle with joy whenever she talks about her ‘libreria’ and the small team that keeps it going.
Antonella’s zest for life as well as her knack for nostalgic items have been infused into the small space, and are almost tangible. More often than not, those who enter Mr. Pinocchio’s magical realm find themselves hopelessly lost in childhood memories, discovering and re-discovering books and toys from their own past, while on the hunt for the perfect gift for their youngster or a god-child.
Those looking for the latest commercial toy craze will not be successful here. Everything on the shelves has been handpicked and acquired in small quantities by Antonella, on her frequent travels throughout Europe.
Each item here tells a story, tickles the brain or takes you on a trip down memory lane. The paper pop-up books, of which there is a whole array on Mr. Pinocchio’s shelves, attract collectors from all over Europe and have been a staple product of the business for over 15 years. Today, they are flanked by children’s classics and picture books in English, Italian, Spanish, French, German and even Russian and Croatian.
Alongside the books, masterfully crafted hand puppets, wooden model sets, colourful instruments and room decorations jostle for attention with building- and experimental kits, gruesome fake teeth and whoopee cushions—all of these comprising the many quirky and ever-growing categories of treasures.
When asked how the addition of these items came about, Antonella simply smiles and quotes Italian writer and educator Gianni Rodari:
“Vale la pena che un bambino impari piangendo quello che può imparare ridendo?”
“Is it worth it for a child to learn while crying, when they could learn while laughing?”