Who says you cannot teach an old palazzo new tricks? That is precisely the question Grégory Marciano and his wife, Olivia, set out to answer with the establishment of La Réserve Firenze. Debuting this fall in Florence’s charming and historic Oltrarno neighborhood, the property represents a sophisticated reimagining of a centuries-old structure. Located just a convenient 10-minute walk from the iconic Piazza della Signoria—where the legendary Medici family once ruled—the property nevertheless feels a world away from the bustling tourist mobs that routinely crowd the busier side of the Arno River.
For the Marcianos, who relocated to the Tuscan capital from Paris in 2019 along with their family, the location was deliberate. This is a street where Florentine people actually live, work, and go about their daily routines, providing an immediate sense of local immersion that standard luxury hotels struggle to replicate. To bring their vision to life, the couple took a 15th-century structure that had previously served as a chaotic warren of studios for foreign students and transformed it into an exclusive collection of just six generously sized, fully serviced apartments.
To execute the delicate balance between historical preservation and contemporary luxury, they turned to the renowned French interior architecture firm Gilles & Boissier. Known for their sophisticated aesthetic, Gilles & Boissier crafted a comfortable Modernist design executed with extreme sensitivity to the building’s rich history. Original elements, such as magnificent antique frescoes adorning the bedrooms and striking architectural archways accenting the stairwells, have been carefully preserved and integrated with clean, modern lines, plush furnishings, and high-end amenities.
The stylish result is purposefully executed with utmost privacy in mind. La Réserve Firenze is uniquely well-suited to high-profile travelers who prefer not to make new acquaintances while crossing a crowded hotel lobby, as well as to discerning couples celebrating a milestone or embarking on an extended honeymoon. Furthermore, the concept remains entirely true to how well-heeled Italians truly savor la dolce vita.
As Grégory Marciano explains, if a traveler genuinely wants to experience living like a Florentine family right now, this property offers a remarkably similar lifestyle. The couple has even taken that exclusive feeling one step further by opening up their own private villa—which previously belonged to a member of the iconic Gucci family—to select guests who wish to take advantage of its prized tennis court and sprawling grounds. Nightly rates at La Réserve Firenze start from approximately $1,500, positioning the property firmly in the ultra-luxury tier of Florentine hospitality.
This residential, high-touch offering aligns directly with a broader shift in consumer preferences among seasoned, luxury-oriented travelers. Industry experts note a distinct evolution in how high-net-worth individuals wish to experience foreign destinations, moving away from traditional hotel rooms toward spaces that offer absolute autonomy coupled with round-the-clock white-glove service.
Andrea Grisdale, the chief executive officer and founder of the premier Italy travel specialist agency IC Bellagio, observes this trend firsthand among her clientele. Travelers increasingly approach agencies with specific requests for private residential setups combined with ultimate personalization, noting that they want their own apartment, yet they also want someone dependable who can bring them a Coca-Cola at two o’clock in the morning if the craving strikes.
According to Grisdale, traveling during the quieter offseason—such as the period surrounding the debut of La Réserve Firenze—happens to be an ideal time to soak up a far more authentic cultural atmosphere. Visiting and dining at one of the city’s culinary hot spots during the peak summer months often means a rushed transaction with little personal connection. In contrast, traveling off-peak allows for genuine interactions with local proprietors and artisans. During busier months, busy restaurant owners simply do not have the time to sit down with guests at the end of a meal to share a traditional glass of limoncello and converse about the city.
To help travelers capture this authentic spirit beyond the walls of their apartments, Grisdale shared a curated selection of local recommendations that she and her specialized guides routinely suggest for a true Tuscan experience.
Come si dice “hit list”?
For those looking to venture out and explore the city through the eyes of a local, Florence offers a wealth of hidden gems and time-honored institutions that remain deeply rooted in local traditions.
Among Grisdale’s top recommendations for a classic dining experience is Cibrèo. Diners approaching this renowned Florentine favorite are advised not to expect a standard menu dominated by conventional pasta dishes. Instead, Cibrèo focuses heavily on elevating rustic peasant dishes, such as stuffed pigeon and traditional Florentine comfort foods, into an exceptional fine-dining experience that honors the region’s agricultural history.
For coffee enthusiasts, a visit to Dinicaffè offers a rare glimpse into the city’s artisanal beverage culture. Visitors can take an exclusive tour of the only coffee roaster operating directly within Florence’s historic city center, observing the meticulous roasting process before departing with a bag—or several—of its sought-after single-source beans.
When evening approaches and it is time for the quintessential Italian tradition of the aperitivo, Giacosa 1815 stands out as an essential destination. Long heralded by historians and locals alike as the birthplace of the famous Negroni cocktail, the historic bar exudes a warm, inviting atmosphere. The ambiance is so captivating that patrons who begin their evenings there often find themselves returning late at night, after dinner, to enjoy a traditional digestivo.
No trip to Florence would be complete without exploring the city’s legendary leather craftsmanship, and Il Bisonte provides an exceptional retail experience for discerning shoppers. Positioned as a leather lover’s dream, the boutique allows patrons to purchase high-end leather goods that are meticulously crafted by local artisans who all work within a strict 19-mile radius of the shop, ensuring both supreme quality and authentic local provenance.
