As tourism and a demand for all things “authentic” exploded in Italy over the last decade, Minchilli has watched the pasta window trend spread. Marina Cacciapuoti, founder of magazine and travel planning company Italy Segreta, says there’s a misconception that fresh pasta is automatically better than dry pasta. And on the contrary, “seeing someone making fresh pasta in the window is not, in itself, a sign of quality or authenticity,” Cacciapuoti continues. Moyer-Nocchi believes the pasta window trend goes deeper than entertainment. Fast forward to today, and fresh pasta is once again considered a luxury.