Via della Vigna Nuova is located in Florence, between Via de' Tornabuoni and Piazza Goldoni. The street takes its name from the vineyard of the monks of San Pancrazio, which was called "new" to distinguish it from the "old" vineyard of the monks of the Florentine Abbey. The area was formerly dominated by the Rucellai family, who had their family palace here, designed by Leon Battista Alberti, and a lovely Renaissance loggia that is slightly more recent. Other ancient noble palaces, although not comparable to Palazzo Rucellai, are at the end of the street, the Palazzo dei Temperani and the Palazzo dei Berardi. Today the street, with its sober and elegant appearance, is rich in shops and boutiques of famous designers, almost an extension of the nearby Via de' Tornabuoni.