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La Gemma, a new 5-star hotel for Florence  

By Thursday, 29 September 2022 10:16

La Gemma is the name of the new 5-star hotel in the Monge group's building in Florence which was previously the Zara department store.

The property will be managed by a group of Italian entrepreneurs identified by the city brokerage agency Sviluppo 23, which oversaw the project's development together with the Milanese Postology.

A blend of hospitality and retail 

The hotel will take over the first through fifth floors, as well as the basement, and will have 45 rooms, a bistro, a restaurant run by a star chef, a sauna, hammam, treatment rooms, and a swimming pool. Two retail spaces for the Marciano Guess and Foot Locker brands will open on the ground floor.

Italy’s first Auberge Collection 

In addition to La Gamma another three 5-star hotels are set to open in Florence, with a total of 282 rooms. The W Florence (120 rooms) in the former Grand Hotel Majestic, and the Collegio alle Querce (82 rooms) are scheduled to open by 2023, making this Italy's first Auberge Collection property. Then the Baccarat Villa Camerata is planned for 2024 together with the development of an 80-room urban resort in collaboration with the Omnam Group. With the Baccarat opening the Sh Hotels & Resorts Group makes its debut in Italy.

A flood of new openings and rebrandings 

The many other  chain hotels with reopenings or rebrandings in the works are the Student Hotel Belfiore (652 rooms), the Radisson Blu Hotel Florence - Conference Florentia Hotel (4 stars with 329 rooms), Ao Florence (2 stars with 140 rooms), Indigo Florence, Firenze Anglo American Hotel Curio Collection (4 stars with 115 rooms), Ruby Hotel Florence (4 stars with 118 rooms), The Hoxton Florence (the second property for the brand in Italy), and the Wyndam Florence (4 stars with 94 rooms).

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