FLORENCE, ITALY—Award-winning hospitality brand The Usual is set to open its first hotel in Florence in Q1 2027. Renowned for blending ESG values with bold design, creativity, and lifestyle, this will be the brand’s third European property, and their first step outside of Benelux. True to its vision, The Usual is once again selecting a location with character, history, and a creative future.
This 3,400 m² property is situated in a 19th-century UNESCO World Heritage listed building on Via Nazionale, in the beating heart of Florence. Within walking distance of the train station and adjacent to many of Florence’s iconic cultural landmarks, The Usual Florence will feature 80 guestrooms, a vibrant F&B venue, a library, and distinctive amenities including a fitness, art space, and a lush inner courtyard. In keeping with Florence’s rich artistic legacy, guests will be welcomed not into a conventional lobby, but into a creative atelier.
Rooted in Place, Designed for the Future
The interior and guest experience design is being realized with Swedish concept and design agency Stylt. The creative force behind acclaimed concepts for 25hours, The Hoxton, and Renaissance Hotels, Stylt is well familiar with Florence.
The project started with the acquisition of the building in November 2024 and is being developed in collaboration with Artelia Italia, experts in managing complex heritage restorations. The Usual embraces a regenerative design ethos, emphasizing circular building practices, energy efficiency, and local material sourcing. Beyond sustainable architecture, the hotel is committed to supporting local socio-ecological initiatives, fostering strong community ties, and contributing to Florence’s cultural and environmental vitality.
Beyond Sustainability
The Usual Florence is being developed according to a regenerative approach, focusing on tangible, positive change beyond sustainability. This means building with a circular mindset, reusing existing materials, integrating energy-efficient solutions, sourcing locally produced furniture, and fostering strong social involvement. Just like in Rotterdam and Brussels, a Doing Good program is also being rolled out in Florence, focused on social-ecological cooperation with the city. For every overnight stay, The Usual donates 100 liters of clean drinking water to development areas via Made Blue. For every direct booking, The Usual funds the removal of 1 kilo of plastic waste from rivers, through their partnership with Clear Rivers.
