The Place Firenze, Florence

Set in an elegant townhouse in the heart of the city, The Place Firenze is defined by the atmosphere of a discreetly luxurious private residence. Oozing style and class, it’s one of the most sought-after boutique hotels in Florence.

The location of The Place Firenze couldn’t be better. It faces the iconic church of Santa Maria Novella across the square and is only steps away from the famous 700-year-old Farmacia (apothecary) where the fictional character Hannibal Lecter made some perfumed purchases.

But only a small chrome plaque on the facade reveals the identity of The Place Firenze. It’s an apt preamble to the things to come: the service is discreet and unassuming, and the highly refined interiors follow suit. The check-in, with a drink in hand, is performed in a dark wood library filled with books and art.

Unpretentious luxury

The sophisticated décor contributes to the positive first impressions. Muted colors abound, with crisp cream soft furnishings, occasionally contrasting with dramatic black. Tall mirrors hang on the walls, accompanied by framed life drawings and prints, images and books, sculptures, and lacquered oriental pieces. Here and there, many restored historical features adorn the rooms.

The building is part of a historic palazzo and part modern townhouse. The two halves come together around a glass-covered lightwell, which drops to an airy dining room. Arranged around it are the hotel’s 20 bedrooms: snazzy, characterful, no two alike—from cozy little dens to spacious master rooms and the penthouse suite with wrap-around windows offering spectacular views of the piazza and beyond.

Lounging and dining

The hotel has plenty of spaces to lounge. There’s a library room with sofas and armchairs arranged in front of the fire and the elegant main lounge is filled with art books. A panoramic teak deck with loungers and flickering candles on the top floor of the hotel is a romantic must-visit. One of the more surprising spaces of the hotel is the “Pink Room”—filled with a pink neon light, with cushions and comfy sofas.

The hotel’s dining and drinking venues are some of Florence’s hippest hangouts. A small but perfectly formed menu of light bites and aperitifs is available throughout the week, and the Sunday brunch is said to be one of the best in Florence. Breakfast is served around a large oval table in a glass-covered courtyard. It’s a communal affair, though guests can also order to the room.

The service perfectly balances the immaculate and the homely, with every need and desire of guests anticipated. It’s impeccable and without pretense. No wonder the hotel is a favorite place of celebrities — among the former guests are Kylie Minogue and Stella McCartney.

in our opinion

This trendsetting boutique hotel is a go-to place for the cool-looking fashionista travelers—but a safe bet for everybody else too.

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What we love

• Great location on the Piazza Santa Maria Novella
• The best to book is the penthouse room. It comes with plenty of space and great views towards the iconic Santa Maria Novella church. Or book the multilevel Duplex Double Deluxe, which also offers views over the Piazza
• The rooftop terrace is a great place to watch the sun setting over Florence’s red-top roofs
• The sophisticated atmosphere of understated modern luxury
• Guest rooms are well soundproofed and equipped and decorated in calm cream greys
• Very high level of service with the second-to-none concierge—they can arrange private access to museums, personal shopping, sightseeing, and more. Staff-to-guest ratio is 2:1
• Complementary: drinks throughout the hotel, mini-bar, and coffee, tea, breakfast, and snacks during the day

What you should know

• The hotel is only some 15 minutes by taxi from the airport and a 5-minute walk from the local train station (also, it’s just about 10 minutes to Ponte Vecchio)
• The facilities are limited: there is no spa, gym or swimming pool
• Breakfast is served at a large communal table
• The Classic rooms are on the small size and have less-desirable views
• Children under 12 stay for free. The hotel can arrange babysitting
• The pedestrianized Piazza Santa Maria Novella is a popular spot all year round, but especially in summer. It can get noisy at night
• The Terrace is open seasonally, March through November