Casa Howard Florence

Personal and intimate, with uniquely designed rooms and a genuine Florence feel, this discreet pied-à-terre guesthouse made us feel like staying at a relaxed apartment of a stylish, slightly eccentric friend.

Casa Howard Florence lacks traditional hotel odds and ends: there’s no concierge, no porter to pick up bags, not even a receptionist.

The idea was to create a guesthouse that would be the direct opposite of impersonal hotels, where guests are encouraged to feel as though they’ve been invited to a private home. And it really does feel like a Florentine home from home.

Exquisite interiors

Owned by the fashion designer Jennifer Howard and entrepreneur Massimiliano Leonardi di Casalino, Casa Howard Florence is set in a historic building in the very heart of the city.

Casa Howard is filled with an eclectic mix of antiques from the family vaults and modern design pieces—arranged with an emphasis on strong colors and quality fabrics.

A collection of 123 different fabrics was used in the décor—no surprise, given that the owner’s father was a well-known textile designer.

Romantic guest rooms

The size and themes of Casa Howard’s 13 rooms vary quite a bit. Individually decorated, each brims with its own character. Some rooms retain original parquet flooring, furniture, and mantelpieces; others are quirky and fun.

There is a room for literature lovers called The Library Room, furnished with wall-to-wall shelves filled with books (in English), and another for guests wishing to bring their dogs (Terrace Room). One of the rooms was designed with young families in mind (Play Room), equipped with a private climbing wall.

Our favorite was the Fireplace Room, with its enormous bathroom stocked with Santa Maria Novella bath goodies and a TV above the clawfoot bathtub. Another favorite is the owners’ smart duplex Studio (available only when they’re away), with a classic spiral staircase, comfy sitting room, kitchenette, and patio access.

Italian mod cons

Continuing with the non-hotel concept, breakfast is served only in the rooms and is—typically for Italy—very simple in the best way. Freshly squeezed orange juice, toast with butter and homemade jam and honey from the private Tuscan farm, fresh fruit, and excellent coffee or tea in Indian glasses, all served in Ginori china—and that’s about it. Perfect.

Otherwise, Casa Howard offers the usual amenities expected in a good hotel (or a fashionable friend’s house): free Wi-Fi, a Nespresso machine in the communal room, as well as advice and recommendations on where to go, shop, and eat in Florence.

in our opinion

Casa Howard Florence is a great place for seeking a service more personal than what would be normally expected at a city hotel. With affordable prices and a homely atmosphere, this small guesthouse made usu feel as true Florentines.

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What we love

• Home-from-home atmosphere—reaffirmed every time we opened the front door with our own key
• Full of character, unique and intimate rooms
• Great location—right in the center of town, within walking distance to the railway station and all the main sites and sights, including Santa Maria Novella
• Friendly service from smiling housekeepers and flexible breakfast times
• Casa Howard’s online special guide to Florence is available to all guests with the owners' local insights. There’s also advice service on tours and trips out of town

What you should know

• This is a private house, not a hotel—there are no real public spaces or facilities, and no usual full-service frills: no room service or restaurant. There are lots of dining options nearby though
• Consequently, no porter will fetch luggage—although there is a lift in Casa Howard
• Breakfast is served in the room
• Inform the hotel of early or late arrival, so they can make sure to have someone around
• The bathroom complimentary toiletries are minimal, but we enjoyed the next-door Santa Maria Novella Pharmacy, a marvel in itself, where we stocked up on bathroom products
• There is no swimming pool or spa, however, a Turkish Hammam bath is available (at extra charge)
• Pets are accepted by arrangement