Via Umbria Popens

A new shop has popened* on Wisconsin Ave. near Q St. It’s called Via Umbria, and it is in many ways everything that Georgetowners claim that they want to see in a shop, but whether it will succeed is to be seen.

(*The shop is technically a “pop-up” right now. This term is used for shops that quickly open in vacant spaces without the intent to remain open long. But this doesn’t perfectly describe Via Umbria because they plan to actually open permanently at the same address following renovations which will begin after the holidays. That’s why GM is coining the phrase “popens” to refer to them.)

As described in the Georgetowner article detailing the plans of the owners, Bill and Suzy Menard, the store is essentially an Italian lifestyle store. It will sell food, wine (eventually), cooking equipment, china, cooking classes, a rental villa, and art. All Italian.

Oh, and there will be an espresso bar.

All in all, the store will offer a lot of what Georgetowners often complain that they wish more stores in Georgetown offered. Kitchenwares. Gourmet foods. Espresso. Cute (especially care of the vintage Piaggo Ape in the window).

But there’s a difference between what Georgetowners say they want, and what they’re willing to keep open with their dollars. Despite Georgetowns reputation for busy streets full of shops, once you get above about O St. on Wisconsin, that reputation doesn’t apply. Foot traffic is minimal. It will largely depend on residents themselves to keep this business going (much the way they keep Patisserie Poupon and Bacchus Wine Cellar going).

This shop aspires to sell the lifestyle of the rustic Umbria region. Hopefully Georgetowners will buy it.