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THE PLACE Firenze

Florence, Italy

A modern Florentine home facing Santa Maria Novella, designed for curious travelers.

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Property Overview

THE PLACE Firenze occupies a prime position on Santa Maria Novella Square, facing the basilica's celebrated Alberti façade in the historic heart of Florence. Redesigned in 2021 by local architect Luigi Fragola, the twenty-room property blends clean contemporary design with handcrafted accessories by local artisans and artists and pops of bright color, and feels more like a sophisticated private home than conventional hotel. The concierge team specializes in genuine local access, including visits to artisanal workshops normally closed to the public through the owners' foundation, The Place of Wonders, which works to preserve and promote Florence's vanishing craft traditions.

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SmartFlyer Exclusives

  • Full breakfast with organic Tuscan products
  • Upgrade on arrival (subject to availability)
  • $100 food & beverage credit to be utilized during stay (not combinable, not valid on room rate, no cash value if not redeemed in full)
  • Early check-in/late check-out (subject to availability)
  • Complimentary Wi-Fi

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Agent Tips

  • Order "The Gentleman" from the bar menu and take it out to The Terrace, as there are few better spots in Florence to watch the world go by with the Basilica straight ahead.
  • Ask the hotel concierge for walking directions to the oldest pharmacy in the world, the Farmacia Santa Maria Novella, just two minutes away.
Accommodations

Rubelli textiles, antique wooden floors, and handcrafted leather writing desks.

THE PLACE Firenze's twenty rooms and suites are spread across four floors of the palazzo, ranging from intimate Superior Rooms looking onto secluded inner courtyards and a seventeenth-century atrium, to the top-floor Junior Suite and Panoramic Loft, both split across two levels with views over the Piazza. The Santa Maria Novella Master Suites are the flagship, with open-plan layouts and unobstructed views of the Renaissance church and square below. Throughout, the design details reward a closer look: Rubelli textiles, antique wooden floors, handcrafted leather writing desks, and cozy fireplaces sit alongside discreet integrated screens and home automation systems.
Restaurant + Bar

All-day Tuscan cooking.

The Kitchen & The Bar is THE PLACE Firenze's all-day restaurant and social heart, open every day, with views over Santa Maria Novella and a menu rooted in Tuscan artisanal produce. The attention to local detail runs deep: Moleria Locchi crystal glasses, Ginori porcelain, and bread baked fresh each morning. It's the kind of place that feels less like the cooking of an Italian grandmother, baking bread in the morning, rolling out pasta, and welcoming you into the restaurants as if you were long-lost friends.

The Bar at THE PLACE Firenze is a small, well-designed room, with clean contemporary lines by architect Luigi Fragola and bold pops of color that give it a personality of its own. The signature cocktails are The Gentleman, a house Smoky Negroni, and The Lady, the property's own take on a Spritz, best enjoyed on The Terrace in warmer months.
  • Vibe
    Every corner of THE PLACE radiates character, a reflection of the ageless beauty, harmony, and contemporary edge of Florence.
  • Who's it for?
    THE PLACE Firenze is a natural fit for travelers who want to dig into Florence rather than just skim its surface, who are interested in a high-quality stay in the city center with the service, food, and drink to match.
  • Location
    THE PLACE Firenze sits on Santa Maria Novella Square, facing the Basilica's celebrated Alberti façade, completed in 1470 and the design inspiration for much of the hotel's interiors. The Santa Maria Novella district sits at the heart of Florence's historic center, with the Duomo, the Uffizi Gallery, and Palazzo Vecchio all within a five-minute walk. The Accademia Gallery, Ponte Vecchio, Palazzo Pitti, and the Boboli Gardens are around ten minutes on foot.

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