Who says you can’t teach an old palazzo new tricks? That is precisely what Grégory Marciano and his wife, Olivia, have achieved with the establishment of La Réserve Firenze, a sophisticated new hospitality concept that debuted this fall in Florence’s historic and character-rich Oltrarno neighborhood. Situated just a short, picturesque 10-minute walk from the iconic Piazza della Signoria—the historic political heart where the powerful Medici family once ruled—the property nevertheless feels worlds away from the dense tourist mobs that routinely crowd the busier, more commercial side of the Arno River.
“This is a street where Florentine people live,” says Grégory Marciano, who relocated his family to the Tuscan capital from Paris in 2019. Embracing this authentic residential ethos, the couple transformed a centuries-old 15th-century structure that had previously served as a fragmented warren of simple studios for foreign students. In its place, they curated an intimate collection of just six generously sized, fully serviced apartments. The stylish project features a comfortable Modernist design meticulously crafted by the renowned French interior architecture firm Gilles & Boissier, whose work demonstrates an extraordinary sensitivity to the building’s rich historical architecture.
The resulting aesthetic is executed with absolute privacy in mind, making it equally well-suited for high-profile travelers who prefer to bypass a bustling lobby as it is for newlyweds embarking on an extended romantic honeymoon. Furthermore, the concept stays true to how well-heeled Italians truly savor la dolce vita. “If you really want to experience living like a Florentine family right now, this is very similar,” Marciano adds. The couple has even extended this philosophy by opening up their own private villa—a historic property that previously belonged to a member of the legendary Gucci family—to select guests seeking to utilize amenities such as its private tennis court.
This residential, high-touch offering aligns perfectly with evolving demands among sophisticated, seasoned travelers. Industry experts note a distinct shift in consumer preferences within the luxury hospitality sector. “We’ve got those people that say, ‘I want my apartment, but I want somebody who’s going to bring me a Coca-Cola at two o’clock in the morning,’” observes Andrea Grisdale, chief executive officer and founder of the premier Italy travel specialist firm IC Bellagio.
Furthermore, visiting during the quieter offseason provides an ideal window to soak up a deeper, more authentic layer of local culture. Dining at one of the city’s premier culinary hotspots during the height of the summer rush offers a vastly different experience than visiting during calmer months. In peak season, “there is no way that the owner is going to sit down with you at the end of the meal and have a limoncello,” Grisdale points out. To assist travelers seeking a genuine connection to the destination, Grisdale also shared a curated selection of local establishments where visitors can authentically feel like a local resident, with nightly rates at La Réserve Firenze starting from approximately $1,500.
Come si dice “hit list”?
For travelers looking to bypass standard tourist itineraries, local experts and specialized guides recommend a series of distinct establishments designed to deliver a true Tuscan experience rooted in everyday Florentine culture. Among these recommendations is the classic restaurant Cibrèo, a beloved local institution where diners should not expect a traditional pasta menu. Instead, this Florentine favorite focuses on elevating traditional peasant dishes, such as stuffed pigeon, into an exceptional fine dining experience.
For coffee aficionados, a visit to Dinicaffè offers a rare glimpse into the city’s artisanal roasting traditions. As the only coffee roaster operating directly within Florence’s historic city center, the shop invites visitors to tour its operations and depart with bags of its signature single-source beans.
When the afternoon transitions into evening, the historic aperitivo culture thrives at Giacosa 1815. Long heralded as the legendary birthplace of the classic Negroni cocktail, the venue maintains an atmosphere so welcoming that patrons who begin their evenings there frequently return following dinner to enjoy a traditional digestivo.
Finally, for those looking to explore the city’s renowned craftsmanship, Florence remains a leather lover’s dream destination. Boutiques such as Il Bisonte allow discerning shoppers to purchase leather goods entirely handcrafted by local artisans who work within a tightly circumscribed 19-mile radius of the flagship boutique, ensuring that every piece carries the genuine hallmark of Florentine tradition.
