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This study analyses the contact between Spanish and Italian in the Italian linguistic landscape (LL) of Buenos Aires, from the most ancient layers (together with their linguistic innovations) to the most recent ones, resulting from a commodification of the Italian culture and identity. The focus is on the gastronomy and catering sector in Avenida Corrientes, as well as the neighbourhoods of San Telmo, Palermo and Retiro. The paper aims at identifying signs of the migration memory embedded and visible in the LL.