Starwood Rebrands Luxury Property In Florence

Starwood Hotels & Resorts has brought its luxury St. Regis brand to Florence, with the opening of the St. Regis Florence, occupying one of the city’s most significant buildings. Originally designed in 1432 by Filippo Brunelleschi (who also worked on the Duomo Santa Maria del Fiore), the property is rebranded from the Grand Hotel Florence under its sister brand The Luxury Collection and underwent a meticulous 10-month restoration to bring it back to its historical grandeur and artistic heritage.


Custom furniture, crystal chandeliers, paintings and frescoes create a sophisticated air of relaxed opulence celebrating Florentine history and culture. Local artisans incorporated authentic products and design elements that complement the hotel’s inspiring and romantic location on the Piazza Ognissanti overlooking the Arno river.


Featuring 81 immaculately appointed guestrooms and 19 suites, the St. Regis Florence’s accommodations are named after noted Italian artists, benefactors and nobility in honour of the city and its traditions. Each is decorated with individual hand-carved gold leaf plaques and one of 3 colour palettes (Medici, Florentine and Renaissance), while guests can expect luxury bedding, marble bathrooms, LCD televisions with Bang&Olufsen sound systems, high-speed internet access, direct-dial telephones, writing desks, in-room safes, minibar and the signature St. Regis butler service. The hotel also boasts a one-of-a-kind Bottega Veneta suite designed by the fashion house’s Creative Director Tomas Maier using furniture from its home collection.


Famed 3-Michelin Star restaurant Enoteca Pinchiorri will provide a truly innovative gastronomic experience with Etichetta Pinchiorri. With picturesque 19th century glassed art ceilings and a hand-blown Murano glass chandelier, the concept is expected to become one of the most magnificent restaurant and bar lounges in Florence, combining a prestigious wine list with sophisticated Tuscan culinary creations.


The St. Regis Florence’s 8 meeting and banquet spaces provide the ideal setting for social and business events, with the Winter Garden having hosted the city’s most prestigious gatherings for over a century and the impressive Sala delle Feste is ideal for corporate meetings and gala dinners. The hotel is also the first in Europe to feature the Iridium Spa Suites, allowing guests to renew and refresh with a variety of spa treatments.


Founded by John Jacob Astor IV in New York over a century ago, St. Regis continues to expand its luxury dimension, bespoke service and refined elegance to new destinations worldwide. The brand is slated to open hotels in Abu Dhabi, Amman, Bal Harbour, Buenos Aires, Cairo, Changsha, Chengdu, Doha, Kuala Lumpur, Lijiang, Mauritius, Sanya, Shenzhen, Tianjin and Zhuhai.


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