Hospitality Design - May 2014 - (Page 167) perspectives interview valeriano antonioli By Ayesha Kahn Photography courtesy of the Lungarno Collection 1 HAUTE HOTEL 2 The Ferragamo brand takes a personalized approach Salvatore Ferragamo is remembered for placing Florence firmly on the map of Italian haute couture. Since the 1950s, when the famed shoemaker moved his operations from Los Angeles to his hometown, Florence has reclaimed its place as a modern day Renaissance capital of Italian artistry and craftsmanship. It's no surprise that the Ferragamo family opened its latest hotel-the second in its new Portrait brand under the company's hotel offshoot, the Lungarno Collection-in the city with the same bespoke spirit. The 36-suite Portrait Firenze joins an existing four hotels, including the first of the Portrait brand in Rome; fine dining restaurants; a luxury yacht collection; and a Tuscan villa, all united under founder (and Salvatore's son) Leonardo Ferragamo's vision that guests would "leave our hotels and cities with baggage full of lasting memories." The Ferragamo family opened its first hotel-and the first from the fashion world-in 1997. But other fashion houses see hotels as "an occasion to translate their strong brands into the reality of a hotel," explains Lungarno Collection CEO Valeriano Antonioli. "The Lungarno properties are not associated to a particular period in fashion. The choice for this brand to go into hospitality was due to a cultural 1+2. A suite at the Portrait Firenze embraces Florence's bespoke, made-in-Italy spirit and boasts a balcony with a view of the Ponte Vecchio. heredity, as hospitality was, and is, in the family's DNA." The Ferragamo family operated Il Borro, a massive Tuscan wine estate, for years before the launch of the Lungarno Collection. "They wanted to leverage their culture in this endeavor and not necessarily rely on the strength of their fashion brand," says Antonioli. What's more, the only direct reference to the Ferragamo brand at Portrait Firenze is the toiletries in the suites' Carrara marble-lined bathrooms. Instead, an ethos of made-in-Italy craftsmanship that defines the lauded fashion house pervades every space of the hotel, from the light-filled lobby and restaurant that overlook the Arno River to the sprawling 2,938-squarefoot penthouse suite ("the hotel's gem," says Antonioli) with views of the Ponte Vecchio. "As with our previous hotels, [Florentine architect and designer] Michele Bönan unites themes of 'harmony and irony' in his design to create delightful and eclectic hotels. This time he has drawn inspiration from the famed craftsmanship heritage of Florence and from the birth of Italian haute couture that took place here in the 1950s to create an exceptional home-like experience." Bönan conveyed this aesthetic by approaching the design through an aristocratic lens, featuring vintage Toscanova furnishings set hospitalitydesign.com May 2014 167 http://www.hospitalitydesign.com Table of Contents for the Digital Edition of Hospitality Design - May 2014 Hospitality Design - May 2014 Contents online TOC from the editor people people perspectives sketchbook business sense state of the industry trends millennials places berlin places hawaii interview the trump organization interview tao group interview david seargeant interview valeriano antonioli 5 questions for robert mckinley products profile cecilia dupire trends rich fabrics flooring technology sustainable cevisama roundup hd expo preview from the show director products roger thomas conference highlights pentahotel an nam night market elements the line renaissance barcelona fi ra hard rock hotel palm springs ace los angeles omni nashville hotel regent phuket cape panwa only you hotel & lounge hyatt atlanta midtown 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