Linking Piazza Trieste e Trento with Piazza dei Martiri (and Santa Lucia with Chiaia), pedestrianised Via Chiaia is a lively mix of trendy boutiques, imposing palazzi and perma-tanned fashion slaves. Built in the 16th century, it follows the line of the natural divide that separates the hills of Pizzofalcone and Mortella.

The most famous kid on the block is at the 16th-century Palazzo Cellamare (Via Chiaia 149). Built as a summer residence for Giovan Francesco Carafa, close friend of the Spanish viceroy Don Pedro de Toledo, it later housed Bourbon monarchy guests, including Goethe and Casanova.